In this week’s Most Engaging Auto Ads, powered for WardsAuto by iSpot.tv, Lexus lands the top spot with an ad featuring not a car, but a hoverboard, while two Subaru dog-themed ads followed closely behind.
Lexus’ “It’s Here” was the most-engaging single ad (based on combined online views, social media actions and online search), generating over 16% of all the digital chatter in the category for the week, led by more than 200,000 online views.
But Subaru’s “Dog Tested: Gas Station” and “Dog Tested” spots together captured 17.8% of the same digital chatter, thanks to more than 2,600 social actions.
Overall, automakers spent an estimated $76.4 million on TV ads for the week, nearly on par with the prior week’s spend, airing 233 spots.
Chevrolet led the way with 8.8% of the total outlays, followed by Hyundai and Ford, tied at 6.4% apiece, and Volkswagen close behind at 6.1%.
TNT beat out the broadcast networks to collect the lion’s share of automotive ad dollars, with an estimated $6.2 million, driven largely by sports-related programming. CBS followed with $5.4 million, while Fox drew $4.9 million.
Sports dominated the programming spend, with NFL Preseason Football, the 2015 PGA Golf Championship and SportsCenter leading the top three.
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. Lexus Hoverboard TV Spot, 'It's Here' Song by Rudimental
16.5% Digital Share of Voice, 208k Earned Online Views
2. Subaru TV Spot, 'Dog Tested: Gas Station''
10.1% Digital Share of Voice, 8k Earned Online Views
3. Subaru TV Spot, 'Dog Tested'
7.6% Digital Share of Voice, 9k Earned Online Views
4. Toyota Annual Clearance Event TV Spot, 'Piggy Bank'
6.3% Digital Share of Voice, 130k Earned Online Views
5. 2016 Mazda MX-5 Miata TV Spot, 'A Driver's Life: Driving Matters'
5.0% Digital Share of Voice, 106k Earned Online Views