Mazda continues to have an iron grip on the top spot on the list of Most Engaging Auto Ads of the week (based on combined online views, social media actions and online search), powered for WardsAuto by iSpot.tv.
Mazda’s “A Driver’s Life: Driving Matters” ad, about the milestones of car ownership, heads the list, giving the automaker the No.1 slot for the fifth straight week. It earned more than 315,000 online views and an overall 12.5% share-of-voice rating among all automotive ads.
On its heels in second place is another Mazda ad, “Driving Matters: Garage,” narrated by Breaking Bad’s Aaron Paul (who also lends his voice to “A Driver’s Life”), with 11.4% share of voice and more than 291,000 online views. It topped the list the previous week.
Acura claims third place with “Safety: The Test,” while Dodge clocks in at fourth with the movie tie-in ad “The Hunger Games: Mockingjay Part 2: Whistle.” A Lincoln ad, “The Winning Hand,” featuring actor Matthew McConaughey, rounds out the list in fifth place.
Overall, automakers spent an estimated $103 million on TV ads for the week. Nissan led the way with 13.5% of the total, followed by Chevrolet at 11.6% and Ford at 8%. NFL football was the most popular choice for the week’s automotive advertisers, with over $31.4 million spent among the various games.
iSpot.tv tracks TV ads in real-time and allows customers to monitor social actions, search activity and online video views associated with TV spots across Facebook, Twitter, YouTube, Google, Bing and Yahoo!.
1. 2016 Mazda MX-5 Miata TV Spot, ‘A Driver’s Life: Driving Matters’
12.52% Digital Share of Voice, 315k Earned Online Views
2. 2016 Mazda CX-3 TV Spot, ‘Driving Matters: Garage’
11.38% Digital Share of Voice, 291k Earned Online Views
3. Acura TV Spot, ‘Safety: The Theest’
6.68% Digital Share of Voice, 131k Earned Online Views
4. Dodge TV Spot, ‘The Hunger Games: Mockingjay Part 2: Whistle’
6.07% Digital Share of Voice, 4k Earned Online Views
5. Lincoln MKX TV Commercial, ‘The Winning Hand’ Featuring Matthew McConaughey
5.91% Digital Share of Voice, 103k Earned Online Views