Dodge’s tie-in ad, “Star Wars: The Force Awakens – The Force Gathers,” featuring vehicles parading down the street to John Williams’ “Imperial March,” takes first place in this week’s Most Engaging Auto Ads, powered for WardsAuto by iSpot.tv.
The Dodge spot garnered an overall 24.8% share-of-voice rating among all automotive ads (based on combined online views, social media actions and online search), for the week. On its heels in second place: Porsche’s “Compete” ad, featuring Maria Sharapova and Magnus Carlsen, with 18.2% share of voice and more than 826,000 online views.
Toyota claims third place with “Blackout,” trailed by a Jeep Cherokee spot called “Shooting Star” that features another “Star Wars” tie-in. Rounding out the list in fifth place is Mazda’s “St. Jude” ad, one of two holdovers, along with the Dodge commercial, included in the latest ranking.
Automakers spent an estimated $101.7 million on TV ads for the week through Sunday. Toyota led the way with 11.5% of that total. NFL football continues as the most popular choice for the week’s automotive advertisers, with over $34 million spent among the various games.
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. Dodge TV Spot, 'Star Wars: The Force Awakens - The Force Gathers'
24.82% Digital Share of Voice, 254k Earned Online Views
2. 2016 Porsche 911 TV Spot, 'Compete' Feat. Maria Sharapova, Magnus Carlsen
18.15% Digital Share of Voice, 826k Earned Online Views
3. Toyota Toyotathon TV Spot, 'Blackout'
14.17% Digital Share of Voice, 988k Earned Online Views
4. Jeep Cherokee TV Spot, 'Star Wars: The Force Awakens - Shooting Star'
5.05% Digital Share of Voice, 46k Earned Online Views
5. Mazda Drive for Good Event TV Spot, 'St. Jude'
4.39% Digital Share of Voice, 281k Earned Online Views