In this week’s Most Engaging Auto Ads, powered for WardsAuto by iSpot.tv, Honda’s newest spot supporting the Pilot Elite debuted at No.1, while two Mazda ads hung on in the top five.
“The Incredible Pilot Elite” won the week for ad engagement (based on online views, social media actions and online search), generating over 667,000 online views and more than twice the overall share of voice than any other ad on the list.
Volkswagen’s latest entry in its old wives series “Diesel Old Wives’ Tale #1: Sluggish” debuted in the No.2 spot.
Mazda’s “A Driver’s Life: Driving Matters” and “Summer Driving” retained their top-5 positions, falling to third and fourth, respectively. While Dodge returned to the list with its “Drive By” spot in support of the Durango.
Overall, carmakers spent an estimated $75.8 million on TV ads last week, nearly on par with the previous week’s spend, airing 215 spots. Chevy led the way with 9% of that total, followed by Toyota (7%) and Hyundai (6.8%).
NBC again collected the biggest share of the money, with an estimated $7 million, followed by ESPN ($4.5 million) and TNT ($4.2 million). Sports dominated the programming spend, with NFL Preseason Football, SportsCenter and MLB Baseball all in the top 5.
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 Honda Pilot TV Spot, 'The Incredible Pilot Elite'
23.6% Digital Share of Voice, 667k Earned Online Views
2. Volkswagen TV Spot, 'Diesel Old Wives' Tale #1: Sluggish'
10.3% Digital Share of Voice, 18k Earned Online Views
3. 2016 Mazda MX-5 Miata TV Spot, 'A Driver's Life: Driving Matters'
7.7% Digital Share of Voice, 191k Earned Online Views
4. Mazda Summer Drive Event TV Spot, 'Summer Driving'
4.8% Digital Share of Voice, 135k Earned Online Views
5. 2015 Dodge Durango TV Spot, 'Drive By' Song by Rae Sremmurd
4.0% Digital Share of Voice, 96k Earned Online Views