Mazda’s latest ad appears to have legs, topping all other automotive spots for the second week in a row (based on combined online views, social-media actions and online search) in the Most Engaging Auto Ads, powered for WardsAuto by iSpot.tv.
Mazda’s “Driving Matters: Garage” ad, a showpiece about the pleasures of driving narrated by actor Aaron Paul, earned 1.8 million views and an overall 22.8% share-of-voice rating among all automotive ads.
Debuting in second place this week is Nissan Maxima’s “Day and Night” spot featuring Wiz Khalifa, with 19.3% share of voice and more than 1.4 million online views. Kia Sorento’s “Participation” ad charts at third and Mazda’s “A Driver’s Life: Driving Matters” takes fourth place for another week.
A Lincoln ad, “Welcome,” featuring actor Matthew McConaughey, rounds out the list in fifth place.
Overall, automakers spent an estimated $143.5 million on TV ads for the week. Ford led the way with 12.5% of the total, followed by Nissan at 10.8% and Chevrolet at 9.5%. NFL football was the most popular choice for the week’s automotive advertisers, garnering over $42 million of the total spend among its various games.
iSpot.tv tracks TV ads in real-time and allows customers to monitor social-media 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’
22.80% Digital Share of Voice, 1.8M Earned Online Views
2. Nissan Maxima TV Spot, ‘Day and Night’ Song by Wiz Khalifa
19.33% Digital Share of Voice, 1.4M Earned Online Views
3. 2016 Kia Sorento TV Spot, ‘Participation’
13.31% Digital Share of Voice, 219k Earned Online Views
4. 2016 Mazda MX-5 Miata TV Spot, ‘A Driver’s Life: Driving Matters’
3.49% Digital Share of Voice, 244k Earned Online Views
5. Lincoln MKX TV Spot, ‘Welcome’ Featuring Matthew McConaughey
3.33% Digital Share of Voice, 144k Earned Online Views