Ford Tops in Engagement During Olympics

Ford’s ʼ17 Escape spot captured the most engagement during the global sporting event, followed by Toyota’s “Wish Bold” ad.

WardsAuto Staff

August 25, 2016

2 Min Read
Fordrsquos Escape spot ties everyday activity to Olympictype events
Ford’s Escape spot ties everyday activity to Olympic-type events.

Automotive companies advertised heavily throughout the just-completed 2016 Summer Olympics, spending more than any other industry and placing sixth overall for digital share of voice with 5.49% of total engagement, data tracked by indicates.

Ford led the automotive pack in engaging viewers, followed by Toyota and Honda.

Looking at individual commercials, Ford’s ʼ17 Escape spot captured the most engagement (9.9), followed by Toyota’s “Wish Bold” ad (9.3%) and a Subaru spot (9.2%) that took fifth place on this week’s overall Most Engaging Auto Ads rankings, powered for WardsAuto by

Mazda’s reign atop the list continues, however, even though the brand didn’t run its “Driving Matters: Crafted” spot during Olympics programming. Even so it still managed to capture 20.72% of the industry’s digital share of voice for the week.

Infiniti, which joined the chart last week, holds steady at No.2 with its dramatic “Emotions Per Millisecond” ad featuring Kit Harington of Game of Thrones fame. Volvo, meanwhile, keeps its lock on third place with an XC90 ad that’s had over 2,470 airings so far.

Chevrolet is back on the top-five list for the first time in weeks with its 2-minute commercial comparing the Silverado steel bed to the Ford F-150’s aluminum bed (spoiler: the steel bed rules). And Subaru rounds out the ranking with a spot featuring music by Langhorne Slim. 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. Mazda: Driving Matters: Crafted

20.72% Digital Share of Voice, 290K Earned Online Views

2. Infiniti: Emotions Per Millisecond

18.71% Digital Share of Voice, 29K Earned Online Views

3. Volvo: Wedding

6.09% Digital Share of Voice, 18K Earned Online Views

4. Chevrolet: Silverado Strong: Steel Bed Outperforms Aluminum Bed

3.34% Digital Share of Voice, 42K Earned Online Views

5. Subaru: A Lot to Love Event: Boxcar

2.97% Digital Share of Voice, 20K Earned Online Views

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