Automakers’ Fuel Purchase Intent With Year-End Sale Promos
Four of the top five non-luxury auto ads, as ranked by iSpot’s positive purchase intent analysis, promoted sales events.
Four of the top five recent non-luxury automotive ads, as ranked by positive purchase intent based on iSpot’s Creative Assessment consumer survey data, have one main thing in common: They tout special savings events. Jeep is the outlier, going for laughs with an animal-themed spot for the ’26 Grand Cherokee. Note: Positive purchase intent is a measure of whether a given commercial increased viewer interest in buying a product or service. For the purposes of this analysis, we looked at the most recent survey data across a rolling 60-day window.
A Toyotathon promotion showing various Toyota models in different scenic locations snagged the highest positive purchase intent, 61%. The spot reminds viewers that every new model comes with a two-year or 25,000-mile maintenance plan. The ad scored in the 95th percentile for desire and the 94th for information, with a notable brand match of 90% (the percentage of survey respondents who remembered it was a Toyota ad after watching it), above the recent automaker industry norm of 77%.
A Happy Honda Days commercial takes second place (57% positive purchase intent). Honda models cruise through landscapes as a brand-themed version of the holiday classic “Winter Wonderland” plays. The spokesman notes, “You can drive in a Honda wonderland of your own with a great offer on a fun-to-drive new Honda.”
Ford owns the No. 3 and No. 4 ads on the ranking, both advertising its Year End Sales Event.
The third-place spot focuses on Ford’s Bronco models, highlighting their “G.O.A.T” modes — as in, “goes over any terrain.” It had a positive purchase intent of 53%, with an 88% brand match.
Ford’s No. 4 commercial showcases the F-Series trucks’ ability to provide electricity via the available Pro Power Onboard feature — or as the spokesman calls it, a “mobile generator.” The ad wraps up by advertising special leasing options.
Jeep rounds out a ranking with a spot totally different from the rest that skips a straightforward sales promotion. Instead, talking animals explain why they love the various features of the ’26 Grand Cherokee, including a bear who’s really feeling the model’s “bouguie” vibes and a bald eagle who declares, “I love the smell of a two-liter hurricane four-turbo engine in the morning.” The commercial had a 51% positive purchase intent and scored notably high for likeability (98th percentile), attention (98th percentile) and watchability (95th percentile).
Positive Purchase Intent: 61%
Likeability: +5.9% above 60-day automotive norm
Single Best Thing: Brand
2. Honda: Olympics: Wonderland: Value
Positive Purchase Intent: 57%
Likeability: +4.5% above 60-day automotive norm
Single Best Thing: Product Itself
3. Ford: Holidays: Winter Wanderland
Positive Purchase Intent: 53%
Likeability: -2.5% below 60-day automotive norm
Single Best Thing: Product Itself
Positive Purchase Intent: 52%
Likeability: +2.3% above 60-day automotive norm
Single Best Thing: Product Itself
Positive Purchase Intent: 51%
Likeability: +14.3% above 60-day automotive norm
Single Best Thing: Characters