Making a strong holiday push, Honda’s “Happy Honda Days: Launch” ad, featuring families enjoying the winter season, scores first place in this week’s Most Engaging Auto Ads, powered for WardsAuto by iSpot.tv.
The Honda spot earned an overall 19.9% share of voice rating among all automotive ads. On its heels in second place is another Honda ad, “Party,” featuring an advent calendar revealing different holiday scenes, with 11.9% share of voice and over 245,000 online views.
Mazda claims the sole non-Honda spot on our list with third-place finisher “St. Jude,” while Honda continues its domination with “Skier” and “It Exists” in fourth and fifth place, respectively.
Overall, automakers spent an estimated $155 million on TV ads for the week through Sunday. Ford led the way with 11.5% of that total. NFL football was the most popular choice for the week’s automotive advertisers, with over $71.2 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. Happy Honda Days TV Spot, 'Launch'
19.92% Digital Share of Voice, 38k Earned Online Views
2. Happy Honda Days Sales Event TV Spot, 'Party'
11.97% Digital Share of Voice, 245k Earned Online Views
3. Mazda Drive for Good Event TV Spot, 'St. Jude'
9.96% Digital Share of Voice, 293k Earned Online Views
4. Honda Happy Honda Days Sales Event 2016 CR-V TV Spot, 'Skier'
3.66% Digital Share of Voice, 217k Earned Online Views
5. Honda Pioneer 1000 TV Spot, 'It Exists'
9.56% Digital Share of Voice, 198 Earned Online Views
