Honda scores the top two most-engaging ads of the week, one of them new and one a holdover, in this week’s Most Engaging Auto Ads, powered for WardsAuto by iSpot.tv.
The ad judged most engaging (based on views, social-media actions and online search) is “The Incredible Pilot Elite” in support of the Honda Pilot, which debuted this week and generated 1.4 million earned online views. That’s 1.1 million more than the second-place spot, Honda’s “Buddy Holly” ad, grabbing 288,000 earned online views.
Maintaining its spot in the No.3 position on the most-engaging list is Volkswagen’s “Hot Deals” ad, which generated 12,000 earned online views, while another returnee to the list, Chevrolet’s “Cages” ad, came in fourth and tallied 47,000 earned online views. Rounding out the list was a new ad debut from Dodge, “Drive By,” which garnered 110,000 earned online views.
Overall, automakers spent an estimated $105.9 million on TV ads for the week, down about $15 million from the spending the prior week. Toyota led the way with 11% of the total, followed by Honda at 8.5% and Chevrolet and Volkswagen nearly tying at 6.7% and 6.5%, respectively.
The big four broadcast networks captured the majority of this spending, with ABC on top at $11.7 million, followed by NBC ($10.7 million), Fox ($10 million), and CBS ($6.6 million). However it was ESPN’s SportsCenter that collected the most of any individual program, drawing over $3 million.
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. Honda: The Incredible Pilot Elite
24.1% Digital Share of Voice, 1.4M Earned Online Views
2. Honda: Buddy Holly
5.9% Digital Share of Voice, 288k Earned Online Views
3. Volkswagen: Model Year End Sales Event: Hot Deals
5.1% Digital Share of Voice, 12k Earned Online Views
4. Chevrolet: Cages
3.8% Digital Share of Voice, 47k Earned Online Views
5. Dodge: Drive By
3.3% Digital Share of Voice, 110k Earned Online Views