Mercedes-Benz Showcases Highlights of GLS in Most Viewed High-End Car TV Commercial
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Mercedes-Benz, Lexus, and Genesis dominated the top 5 most-seen luxury auto TV ads during the week of July 14-20, 2025. The Mercedes-Benz GLS model ad took the lead, generating an impressive 129.6 million national TV ad impressions.
The 2025 Open Championship and SportsCenter were the key drivers of reach for all five luxury auto ads. Mercedes-Benz capitalised on the golf tournament, with over 41% of its total impressions coming from the event. On the other hand, Lexus leaned heavily on SportsCenter for its reach, with several of its ads airing during the sports news programming. Genesis also focused on the 2025 Open Championship, securing the second spot with 104.6 million impressions.
The Mercedes-Benz ad, titled "The Philosophy", performed exceptionally well in relevance, desire, and likeability, according to iSpot's Creative Assessment. It showcased the GLS's multiple driver-assist systems, 7-passenger seating, and predictive AI technology, all set against the backdrop of the 2025 Open Championship. A survey of viewers revealed that 29% cited the product itself as the "single best thing" about the ad.
Lexus's ads were not far behind, with three spots totaling 258.9 million impressions. The brand's ads, including "Shade" and "Dogs", featured prominently on SportsCenter, contributing significantly to their reach. "Shade" generated 83.4 million impressions, while "Dogs" had 83.7 million impressions. "Shade" also had an Attention Index of 90, indicating that it performed well compared to its media placement, and a Desire Index of 99, suggesting strong viewer interest. "Dogs" outperformed the automotive norm for all creative components measured by iSpot, including attention, likeability, watchability, desire, and relevance.
The third-place Lexus commercial received 91.8 million national TV ad impressions, with 6.7% coming from SportsCenter. Genesis's ad, which also focused on the 2025 Open Championship, spent an estimated $797,743 and had an Interruption Rate of 2.35%.
Lexus owns the final three spots on the ranking, all highlighting its Golden Opportunity Sales Event. The fourth Lexus commercial, featuring Dalmatians, was a standout performer, far outperforming the automotive norm for all creative components measured by iSpot.
[1] Data provided by iSpot.
- The automotive industry's advertising strategy in 2025, as demonstrated by the luxury auto TV ads, shows a strong overlap with the finance sector, given the substantial investments made in advertising during key events like the 2025 Open Championship and sports news programs like SportsCenter.
- In the realm of sports sponsorships, Mercedes-Benz, Lexus, and Genesis have demonstrated a keen interest in capitalizing on sporting events, such as the 2025 Open Championship, to showcase their automotive offerings, effectively engaging viewers and generating high impression numbers.
