Honda Follows Paper Trail to Week’s Top Automotive Ad

Some 2.9 million people viewed “Paper,” which traces the automaker’s 60-year history. Also making this week’s Top 5 is Lincoln’s latest Matthew McConaughey spot.

WardsAuto Staff

October 1, 2015

2 Min Read
Hondarsquos ldquoPaperrdquo ad draws 593 share of voice
Honda’s “Paper” ad draws 59.3% share of voice.

Honda lands the top ad of the week (based on combined online views, social media actions, and online search), in this week’s Most Engaging Auto Ads, powered for WardsAuto by

An animated extravaganza, Honda’s “Paper,” supporting the company’s 60-year history, earned 2.9 million views and an overall 59.3% share-of-voice rating among all automotive ads.

In second place is Scion’s “James Franco and James Franco” ad, which had 6.1% share of voice and more than 531,000 views, while Audi’s “Reality? Check” ad takes third.

Rounding out the Top 5 is “A Driver’s Life: Driving Matters” from Mazda in fourth, and Lincoln’s “Welcome,” featuring actor Matthew McConaughey, debuting in fifth.

Overall, automakers spent an estimated $127.9 million on TV ads for the week. Nissan led the way with 10.4% of the total, followed by Ford at 6.6% and Chevrolet at 6.5%. NFL football was the most popular choice for the week’s automotive advertisers, with over $37.9 million spent among the various games. 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. Honda TV Commercial, 'Paper'

59.32% Digital Share of Voice, 2.9M Earned Online Views

2. Scion TV Spot, 'James Franco and James Franco'

6.1% Digital Share of Voice, 531k Earned Online Views

3. Audi TT TV Spot, 'Reality? Check.'

3.7% Digital Share of Voice, 262k Earned Online Views

4. 2016 Mazda MX-5 Miata TV Spot, 'A Driver's Life: Driving Matters'

3.5% Digital Share of Voice, 341k Earned Online Views

5. Lincoln MKX TV Spot, 'Welcome' Featuring Matthew McConaughey

2.3% Digital Share of Voice, 139k Earned Online Views

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