Nissan lands the first and third most-engaging ads of the week (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.
Placing at the top of the list is the debut of “Imagination” supporting the Rogue, which earned 1.4 million views for an overall 35.3% share-of-voice rating among all automotive ads. Its third-place spot was another debut on the list, “Weekend Contest” for the Altima, generating 163,000 earned online views.
Breaking up the duo was a new spot for the Hyundai Tucson called “NFL Sponsorship: D-Gate.” Meanwhile, last week’s leader, Ford’s “Tough Love,” fell to fourth. But Mazda’s “A Driver’s Life: Driving Matters” still retained a spot in the top five.
Overall, automakers spent an estimated $108.4 million on TV ads last week, over $20 million from the previous week, airing 229 spots nearly 20,000 times nationally. Toyota led the way with 8.8% of that total, followed by Hyundai at 8.4% and Chevy at 8.3%.
NFL Football was the most popular target, with over $26 million directed at the opening weekend, while college football games and pregame shows both were among the top five in automotive ad spending.
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. Nissan Rogue TV Commercial, 'Imagination'
35.3% Digital Share of Voice, 1.4M Earned Online Views
2. 2016 Hyundai Tuscon TV Commercial, 'NFL Sponsorship: D-Gate'
9.2% Digital Share of Voice, 14k Earned Online Views
3. Nissan Altima TV Commercial, 'Weekend Contest' Ft. Desmond Howard, Song by Deorro
6.2% Digital Share of Voice, 163k Earned Online Views
4. 2016 Ford Explorer TV Commercial, 'Tough Love'
5.6% Digital Share of Voice, 38k Earned Online Views
5. 2016 Mazda MX-5 Miata TV Commercial, 'A Driver's Life: Driving Matters'
5.2% Digital Share of Voice, 213k Earned Online Views