Lexus Hovers Atop Most-Engaging Car Ads List

In this week’s Most Engaging Auto Ads, powered for WardsAuto by iSpot.tv, Lexus lands the top spot with an ad featuring not a car, but a hoverboard, while two Subaru dog-themed ads followed closely behind.

Lexus’ “It’s Here” was the most-engaging single ad (based on combined online views, social media actions and online search), generating over 16% of all the digital chatter in the category for the week, led by more than 200,000 online views.

But Subaru’s “Dog Tested: Gas Station” and “Dog Tested” spots together captured 17.8% of the same digital chatter, thanks to more than 2,600 social actions.

Overall, automakers spent an estimated $76.4 million on TV ads for the week, nearly on par with the prior week’s spend, airing 233 spots.

Chevrolet led the way with 8.8% of the total outlays, followed by Hyundai and Ford, tied at 6.4% apiece, and Volkswagen close behind at 6.1%.

TNT beat out the broadcast networks to collect the lion’s share of automotive ad dollars, with an estimated $6.2 million, driven largely by sports-related programming. CBS followed with $5.4 million, while Fox drew $4.9 million.

Sports dominated the programming spend, with NFL Preseason Football, the 2015 PGA Golf Championship and SportsCenter leading the top three.

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!.

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1. Lexus Hoverboard TV Spot, ‘It’s Here’ Song by Rudimental

16.5% Digital Share of Voice, 208k Earned Online Views

http://www.ispot.tv/share/7U_T

2. Subaru TV Spot, ‘Dog Tested: Gas Station”

10.1% Digital Share of Voice, 8k Earned Online Views

http://www.ispot.tv/share/7fmb

3. Subaru TV Spot, ‘Dog Tested’

7.6% Digital Share of Voice, 9k Earned Online Views

http://www.ispot.tv/share/7fa_

4. Toyota Annual Clearance Event TV Spot, ‘Piggy Bank’

6.3% Digital Share of Voice, 130k Earned Online Views

http://www.ispot.tv/share/7Unu

5. 2016 Mazda MX-5 Miata TV Spot, ‘A Driver’s Life: Driving Matters’

5.0% Digital Share of Voice, 106k Earned Online Views

http://www.ispot.tv/share/73Aq

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