This week Wards and iSpot.tv, the real-time TV ad measurement company, break from the usual most-seen auto ads ranking to bring you a special look at how auto brands leveraged Super Bowl LIII.
According to iSpot, five automakers ran six ads during Super Bowl LIII. Toyota led the way for the most-seen auto ads with 164.8 million TV ad impressions. (Note: data below is based on estimates generated through 11 a.m. EST on Tuesday, Feb 5.)
But when it comes to the Big Game, it’s not only about the commercials that aired on TV – most brands have an active online presence and cemented their Super Bowl messaging in the minds of consumers across social platforms. Auto brands generated more than 77.5 million online views of their spots and more than 271.2 million total social impressions.
Top auto brands by TV impressions, digital share of voice* (DSOV), online views and social impressions (click on blue links to watch videos):
Toyota - 'Wizard' Song by The Who
Toyota - 'Toni' Featuring Antoinette Harris
164.8 million TV ad impressions
0.30% DSOV
20.2 online views
78.7 million social impressions
Hyundai - 'The Elevator: Shopper Assurance Featuring Jason Bateman
91.7 million TV ad impressions
2.73% DSOV
43.4 million online views
70.9 million social impressions
Audi - 'Cashew' Song by Norman Greenbaum
80.5 million TV ad impressions
1.08% DSOV
5.2 million online views
51.4 million social impressions
154.6 million TV ad impressions
0.50% DSOV
368.9K online views
21.7 million social impressions
Mercedes-Benz - 'Say the Word' Featuring Ludacris
88.1 million TV ad impressions
0.47% DSOV
6.6 million online views
41.3 million social impressions
*Digital SOV= a scoring of all earned views, actions and searches across YouTube, Facebook, Twitter, iSpot and search engines (Google, Bing, Yahoo), added up and weighted based on significance of action to a brand (a view or share > “like”).
