In this week’s Most Engaging Auto Ads, powered for WardsAuto by iSpot.tv, Mazda has two commercials in the top five, with its “A Driver’s Life: Driving Matters” at the pinnacle, generating 461,000 online views.
That’s more than 450,000 more views than the second-place ad of the week, Subaru’s “Dog Tested,” which came in with nearly 10,000 views for the week.
Mazda’s other top –five spot is “Summer Driving,” which debuted this week and appeared on the list at No.4. It earned 155,000 online views.
Every other ad this week appeared on previous lists, with Chevrolet’s “Cages” jumping from the fourth to third spot with 68,000 earned online views, and Honda’s “Buddy Holly” ad dropping from second place to this week’s final spot with 3,000 earned online views.
Overall, carmakers spent an estimated $79 million on TV ads for the week, nearly $27 million less than the prior week.
Toyota led the way with 12.1% of the total spend, followed by Honda at 9.5% and Chevrolet at 7.2%. NBC collected most of the money, drawing $7.6 million, mostly advertised during “America’s Got Talent.” The talent show commanded over $3 million of NBC’s total, the most of any individual program that week).
ABC pulled in $6.8 million in auto advertising, with Fox third at $6.3 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!. The Most Engaging list is based on views, social-media actions and online search.
1. 2016 Mazda MX-5 Miata TV Spot, ‘A Driver’s Life: Driving Matters’
19.3% Digital Share of Voice, 461K Earned Online Views
2. Subaru TV Spot, ‘Dog Tested’
12% Digital Share of Voice, 10k Earned Online Views
3. Chevrolet TV Spot, ‘Cages’
7.5% Digital Share of Voice, 68k Earned Online Views
4. Mazda Summer Drive Event TV Spot, ‘Summer Driving’
7.5% Digital Share of Voice, 155k Earned Online Views
5. 2016 Honda Pilot Elite TV Spot, ‘Buddy Holly’
4.8% Digital Share of Voice, 3k Earned Online Views