In this week’s Most Engaging Auto Ads, powered for WardsAuto by iSpot.tv, the vehicles generating the most digital buzz from their advertising campaigns were Honda’s HR-V, Mazda’s MX-5 Miata, the Dodge Durango, Fiat’s 500X and Dodge Charger.
Overall, automakers spent an estimated $128.7 million on TV ads for the week, led by Chevrolet with 8% of that total, followed by Nissan at 7.6% and Toyota at 7.4%. The largest portion of that money went to Fox, with the broadcast network taking in over $16 million in car ads for the week. ABC and NBC followed with over $14 million each, and CBS captured more than $13 million.
The show generating the most engagement for the car ads aired against it was by far the 2015 U.S. Open Golf Championship, which generated over 9.5% of the digital chatter for automotive ads for the week.
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!
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1. Honda: Great Thinking Inside
23.2% Digital Share of Voice, 243k Earned Online Views
2. Mazda: A Driver's Life: Driving Matters
12.8% Digital Share of Voice, 486k Earned Online Views
3. Dodge: Drive By
7.9% Digital Share of Voice, 203k Earned Online Views
4. FIAT: Blue Pill
5.5% Digital Share of Voice, 50k Earned Online Views
5. Dodge: Morse Code
3.6% Digital Share of Voice, 164k Earned Online Views
