Lexus Retains Most-Engaging Car Ad Crown

In this week’s Most Engaging Auto Ads, powered for WardsAuto by, Lexus again owned the top spot with its hoverboard ad “It’s Here,” while Mazda took two spots in the top five.


“It’s Here” rocketed from 200,000 online views to over 1.5 million, good enough to own 12.8% of all the digital chatter generated by automotive ads for the week (based on combined online views, social media actions and online search).


But with two spots in the top five, including “A Driver’s Live: Driving Matters” in second and “Summer Driving” in fifth, Mazda took the overall brand-engagement crown with a combined 15.9%, including over 3 million online views.


Overall, automakers spent an estimated $84.6 million on television ads for the week, nearly $10 million more than last week, airing 231 spots over 19,000 times nationally. Ford led the way with 11.1% of that total, followed by Hyundai and Nissan tied at 8% each and Chevy close behind at 6.6%.


Most of this went to the Big Four broadcast TV networks, led by Fox, again driven by sports programming. While golf programming made an admirable showing with over $3.5 million, NFL Preseason Football blew everybody out of the water with nearly $7 million in automotive TV advertising. 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

12.8% Digital Share of Voice, 1.5M Earned Online Views

2. 2016 Mazda MX-5 Miata TV Spot, ‘A Driver’s Life: Driving Matters’

9.4% Digital Share of Voice, 487k Earned Online Views

3. FIAT 500X Super Bowl 2015 TV Spot, ‘Blue Pill’

6.7% Digital Share of Voice, 2M Earned Online Views

4. 2015 Dodge Durango TV Spot, ‘Drive By’ Song by Rae Sremmurd

5.7% Digital Share of Voice, 460k Earned Online Views

5. Mazda Summer Drive Event TV Spot, ‘Summer Driving’

5.5% Digital Share of Voice, 2.9M Earned Online Views

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