Mazda’s reign at the top of the ad charts continues for a third straight week, as its “Driving Matters: Garage” spot clocks in at No.1 on the Most Engaging Auto Ads list (based on combined online views, social media actions and online search), powered for WardsAuto by iSpot.tv.
Mazda’s “Garage” ad, narrated by Breaking Bad star Aaron Paul, earns more than 400,000 online views and an overall 13.2% share-of-voice rating among all automotive ads for the week.
On its heels in second place: Lincoln’s “The Winning Hand” ad, featuring Matthew McConaughey, with 7.5% share of voice and more than 167,000 online views. Mazda also claims the third spot with “A Driver’s Life: Driving Matters,” while Honda places fourth with “Paper.”
A Kia Sorento ad, “Participation,” featuring a trophy-winning father and son, rounds out the list in fifth place.
Overall, automakers spent an estimated $117 million on TV ads for the week. Ford led the way with 12.6% of that total, followed by Nissan at 11.7% and Lexus at 8.3%. NFL football again was the most popular choice for the week’s automotive advertisers, with over $38 million spent among the various games.
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1. 2016 Mazda CX-3 TV Spot, 'Driving Matters: Garage'
13.22% Digital Share of Voice, 404k Earned Online Views
2. Lincoln MKX TV Commercial, 'The Winning Hand' Featuring Matthew McConaughey
7.57% Digital Share of Voice, 167k Earned Online Views
3. 2016 Mazda MX-5 Miata TV Spot, 'A Driver's Life: Driving Matters'
5.32% Digital Share of Voice, 150k Earned Online Views
4. Honda TV Spot, 'Paper'
5.10% Digital Share of Voice, 31k Earned Online Views
5. 2016 Kia Sorento TV Spot, 'Participation'
4.78% Digital Share of Voice, 17k Earned Online Views