Nissan makes a visit to the top automotive ad spot (based on combined online views, social media actions and online search), in this week’s Most Engaging Auto Ads, powered for WardsAuto by iSpot.tv.
In support of the Murano, Nissan’s “Be My Guest” ad about utilizing the car for a night on the town scores the top spot, having earned an overall 39.7% share-of-voice rating among all automotive ads. On its heels in second place: Dodge’s “Hunger Games” movie tie-in ad, starring a whistling Jennifer Lawrence, with 5.1% share of voice and over 2,000 online views.
Subaru claims third place with “We Call It Share the Love,” while Mazda nabs fourth with “A Driver’s Life: Driving Matters.” Another enduringly popular Mazda ad, “Driving Matters: Garage,” featuring the narration of Breaking Bad star Aaron Paul, rounds out the list in fifth place.
Overall, automakers spent an estimated $123 million on TV ads for the week. Nissan led the way with 15.3% of that total, followed by Ford at 9.5% and Toyota at a very close 8%. NFL football was the most popular choice for the week’s automotive advertisers, with over $34.8 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. 2015 Nissan Murano TV Spot, 'Be My Guest'
39.72% Digital Share of Voice, 1.6M Earned Online Views
2. Dodge TV Commercial, 'The Hunger Games: Mockingjay - Part 2: Whistle'
5.13% Digital Share of Voice, 2k Earned Online Views
3. Subaru Share the Love Event TV Commercial, 'We Call It Share the Love'
4.41% Digital Share of Voice, 7k Earned Online Views
4. 2016 Mazda MX-5 Miata TV Spot, 'A Driver's Life: Driving Matters'
3.66% Digital Share of Voice, 165k Earned Online Views
5. 2016 Mazda CX-3 TV Spot, 'Driving Matters: Garage'
3.12% Digital Share of Voice, 127k Earned Online Views