In this week’s Most Engaging Auto Ads, powered for WardsAuto by iSpot.tv, Mazda stays at No.1 based on combined online views, social media actions and online search.
For the fourth week in a row, Mazda’s “Driving Matters: Garage” ad, narrated by Breaking Bad star Aaron Paul, scores the top spot, having earned more than 461,000 online views and an overall 14.4% share-of-voice rating among all automotive ads.
On its heels in second place: Kia Optima’s “Newspaper” ad, featuring basketball star Blake Griffin, with 8.2% share of voice and more than 64,000 online views. Mazda also claims third place with “A Driver’s Life: Driving Matters,” while Acura clocks in at fourth with “Safety: The Test.”
A Kia Sorento ad, “Participation,” featuring a trophy-winning son and his father, rounds out the list in fifth place.
Overall, automakers spent an estimated $128 million on TV ads for the week. Chevrolet led the way with 19.4% of that total, followed by Ford at 9.5% and Nissan at 7.3%. NFL Football was the most popular choice for the week’s automotive advertisers, with over $43 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 CX-3 TV Spot, ‘Driving Matters: Garage’
14.44% Digital Share of Voice, 461k Earned Online Views
2. 2016 Kia Optima TV Spot, ‘Newspaper’ Featuring Blake Griffin
8.29% Digital Share of Voice, 64k Earned Online Views
3. 2016 Mazda MX-5 Miata TV Spot, ‘A Driver’s Life: Driving Matters’
7.40% Digital Share of Voice, 226k Earned Online Views
4. Acura TV Spot, ‘Safety: The Test’
6.93% Digital Share of Voice, 182k Earned Online Views
5. 2016 Kia Sorento TV Spot, ‘Participation’
6.92% Digital Share of Voice, 14k Earned Online Views