Every weekday we bring you the Ad Age/iSpot Hot Spots, new TV commercials tracked by iSpot.tv, the real-time TV ad measurement company with attention and conversion analytics from more than eight million smart TVs. The ads here ran on national TV for the first time yesterday.
A few highlights: SoFi, the online finance company, says "Rest in peace, fees" in a spot that includes a little slow-motion flamethrower action to drive the point home. An announcer explains "the difference between excellence and mastery" in a commercial for the Lexus ES. And Target says that if you've "run out"—of diapers, cleaning supplies, dog food or whatever—you should use its Drive Up service ("Just order with the Target app & we'll bring it right out to your car").
Attention Index: 71 (29% more interruptions than avg.)
Data provided by iSpot.tv, Attention and Conversion Analytics for TV Ads
TV Impressions - Total TV ad impressions delivered for the brand or spot.
Est. TV Spend - Amount spent on TV airings for the brand's spots.
Attention Score - Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.
Attention Index - Represents the Attention of a specific creative or program placement vs the average. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.