Automakers’ Ads Click With Super Bowl Viewers

Jeep, GMC and Hyundai were among the top 10 of all Super Bowl advertisers in terms of digital share of voice as tracked by iSpot across Facebook, YouTube, Twitter and the major search engines.

Jim Irwin, Associate Editor

February 5, 2020

2 Min Read
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The automotive industry outperformed other advertisers during the Super Bowl, accounting for 27.4% of social activity in response to commercials shown during Sunday’s game, iSpot.tv says.

The industry spent nearly $81 million on 15 airings from eight brands: Jeep, GMC, Hyundai, Porsche, Audi, Genesis, Toyota and Kia.

Jeep, GMC and Hyundai were among the top 10 of all Super Bowl advertisers in terms of digital share of voice as tracked by iSpot across Facebook, YouTube, Twitter and the major search engines.

Notably, at least one celebrity was featured in nearly every auto ad that aired during the game; the only spot without a celebrity cameo was from Porsche, which opted for an elaborate car chase scene for its first Big Game spot since 1997. Genesis was the lone first-time Super Bowl advertiser of the group.

The top five auto ads from Super Bowl LIV, ranked by digital share of voice (data is through Monday morning, Feb. 3): 

 1. 2020 Jeep Gladiator Super Bowl 2020 TV Commercial, 'Groundhog Day' Featuring Bill Murray, Song by Sonny and Cher

TV ad impressions: 85,170,707

Digital SOV: 13.9%

Online views: 16,578,548

Social actions: 74,258

 

2. GMC Super Bowl 2020 TV Spot, 'Quiet Revolution' Featuring LeBron James

TV ad impressions: 80,409,793

Digital SOV: 6.34%

Online views: 8,988,777

Social actions: 18,403

 

3. 2020 Hyundai Sonata Super Bowl 2020 TV Commercial, 'Smaht Pahk' Ft. John Krasinski, Chris Evans

TV ad impressions: 146,716,173

Digital SOV: 2.5%

Online views: 6,416,503

Social actions: 14,126

 

4. Porsche Taycan Super Bowl 2020 TV Commercial, 'The Heist' Song by Gramatik & Balkan Bump

TV ad impressions: 84,762,784

Digital SOV: 1.78%

Online views: 1,260,349

Social actions: 17,115

 

5. Audi e-tron Super Bowl 2020 TV Spot, ‘Let It Go’ Featuring Maisie Williams

TV ad impressions: 146,934,888

Digital SOV: 0.86%

Online views: 1,026,910

Social actions: 9,540

 

Social actions include likes, shares, comments, votes across Twitter, YouTube, Facebook, iSpot explicitly against SBLIV ad content.

You can view every ad from the game at iSpot’s Super Bowl 2020 Ad Center and check out insights around pre-game winners, plus reports around regular season ad performance and business outcomes.

 

Data provided by iSpot.tv, the always-on TV ad measurement and attribution company.

 

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