Mazda lands the Most Engaging Ad of the Week (based on combined online views, social media actions and online search), a ranking powered for WardsAuto by iSpot.tv.
A showpiece about the simple pleasures in life, as narrated by Aaron Paul of Breaking Bad, Mazda’s “Driving Matters: Garage” ad, in support of the CX-3, scores the top spot, having earned 994,000 views and an overall 18.9% share-of-voice rating among all automotive ads.
Trailing Mazda in second place is Scion’s “James Franco and James Franco” ad, with 11.8% share of voice and more than 708,000 online views, while Kia Sorento’s “Participation” ad debuts at third and Mazda’s “A Driver’s Life: Driving Matters” takes fourth place for another week.
Another Scion ad, “Recently Liberated Car Dealership Tubeman,” featuring a runaway mascot, debuts in fifth place.
Overall, carmakers spent an estimated $125.5 million on TV ads for the week. Toyota led the way with 9.9% of that total, followed by Nissan at 8.6% and Ford at 8.4%. NFL Football was the most popular choice for the week’s automotive advertisers, with over $42 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’
18.89% Digital Share of Voice, 994k Earned Online Views
2. Scion TV Spot, ‘James Franco and James Franco’
11.88% Digital Share of Voice, 708k Earned Online Views
3. 2016 Kia Sorento TV Spot, ‘Participation’
8.74% Digital Share of Voice, 88k Earned Online Views
4. 2016 Mazda MX-5 Miata TV Spot, ‘A Driver’s Life: Driving Matters’
5.51% Digital Share of Voice, 295k Earned Online Views
5. Scion iA TV Spot, ‘Recently Liberated Car Dealership Tube Man’
5.29% Digital Share of Voice, 245k Earned Online Views