Honda Remains King of Ad Hill With ‘Skier’ Spot

For the second week in a row, Honda is perched atop the Most Engaging Auto Ads list (based on combined online views, social media actions and online search), powered for WardsAuto by iSpot.tv.

Honda’s “Skier” holiday ad, featuring a skier being transported to different locales through a seasonal calendar, earned an overall 18.4% share-of-voice rating among all automotive ads for the week. On its heels in second place is another Honda ad, “It Exists,” featuring a family of Bigfoot-like creatures, snagged a 14.6% share of voice and over 189,000 online views.

Mazda claims third place with “St. Jude,” trailed by Dodge in fourth with a “Star Wars” tie-in spot. Rounding out the list, Honda claims one final spot with its “Party” ad.

Overall, automakers spent an estimated $108.6 million on TV ads for the week through Sunday. Ford led the way with 12.1% of that total. NFL football was the most popular choice for the week’s automotive advertisers, with over $37 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!.

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1. Honda Happy Honda Days Sales Event 2016 CR-V TV Spot, 'Skier'

18.42% Digital Share of Voice, 346k Earned Online Views

2. Honda Pioneer 1000 TV Spot, 'It Exists'

14.64% Digital Share of Voice, 189 Earned Online Views

3. Mazda Drive for Good Event TV Spot, 'St. Jude'

13.36% Digital Share of Voice, 466k Earned Online Views

4. Dodge TV Spot, 'Star Wars: The Force Awakens: The Force Gathers'

9.59% Digital Share of Voice, 71k Earned Online Views

5. Happy Honda Days Sales Event TV Spot, 'Party'

7.78% Digital Share of Voice, 293k Earned Online Views