Honda’s ‘It Exists’ Top Ad of Week

The week’s most engaging “auto” ad wasn’t about an automobile but the Honda Pioneer 1000, an all-terrain vehicle.

WardsAuto Staff

November 19, 2015

2 Min Read
Nissan Sentra ad features Willie Nelsonrsquos ldquoPurgequot
Nissan Sentra ad features Willie Nelson’s “Purge."

In this week’s Most Engaging Auto Ads, powered for WardsAuto by, Honda lands the most engaging ad of the week, based on combined online views, social media actions and online search.

In support of the Pioneer 1000, Honda’s “It Exists” ad, about a family of Bigfoot-like creatures discussing a strange sighting, scores the top spot, having earned an overall 18.3% share-of-voice rating among all automotive ads. On its heels in second place is Mazda’s “A Driver’s Life: Driving Matters,” narrated by Breaking Bad’s Aaron Paul, with 15.3% share of voice and more than 263,000 online views.

Mazda also claims third place with “Driving Matters: Garage,” while Honda nabs fourth with “The Incredible Pilot Elite.” A Nissan Sentra ad, “Purge,” featuring the music of Woody Nelson, rounds out the list in fifth place.

Overall, automakers spent an estimated $121 million on TV ads for the week. Nissan led the way with 15.2% of that total, followed by Ford and Chevrolet at 8% and 7.9%, respectively. NFL football was the most popular choice among the week’s automotive advertisers, with over $42.5 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 Pioneer 1000 TV Spot, 'It Exists'

18.13% Digital Share of Voice, 183 Earned Online Views

2. 2016 Mazda MX-5 Miata TV Spot, 'A Driver's Life: Driving Matters'

15.29% Digital Share of Voice, 263k Earned Online Views

3. 2016 Mazda CX-3 TV Spot, 'Driving Matters: Garage'

9.08% Digital Share of Voice, 150k Earned Online Views

4. 2016 Honda Pilot Elite TV Spot, 'The Incredible Pilot Elite'

8.49% Digital Share of Voice, 819 Earned Online Views

5. 2015 Nissan Sentra TV Spot, 'Purge' Song by Willie Nelson

4.42% Digital Share of Voice, 9k Earned Online Views

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