A Hyundai Super Bowl 50 ad starring Kevin Hart tops our weekly Most Engaging Auto Ads chart, powered for WardsAuto by iSpot.tv.
As you might expect, ads that ran during the big game dominated the chart. Hyundai’s “First Date,” in which Hart portrays a (literal) helicopter parent, was the clear winner thanks to its 24.96% digital share-of-voice rating and 2.6 million earned online views.
Honda’s Super Bowl ad, “New Truck to Love,” starring a flock of singing sheep, took second place with a 13.41% digital share-of-voice rating and 833,000 earned online views.
Another celebrity-driven Hyundai Super Bowl ad, “Ryanville,” starring Ryan Reynolds, took third place, while an Audi Super Bowl ad using the late David Bowie’s song “Starman” took fifth place.
The one non-Super Bowl exception in our ranking: an older Mazda MX-5 Miata commercial that Mazda recently put back into heavy rotation, including during College Basketball on ESPNU. It finished fourth for the week.
Overall, automakers spent an estimated $158.9 million on national TV advertising for the week through Sunday; thanks to Super Bowl 50. That was up from $92.8 million a week earlier.
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. 2016 Hyundai Genesis Super Bowl 2016 TV Commercial, 'First Date' Feat. Kevin Hart
24.96% Digital Share of Voice, 2.6M Earned Online Views
2. Honda Ridgeline Super Bowl 2016 TV Commercial, 'New Truck to Love' Song by Queen
13.41% Digital Share of Voice, 833k Earned Online Views
3. 2017 Hyundai Elantra Super Bowl 2016 TV Spot, 'Ryanville'
12.91% Digital Share of Voice, 2.0M Earned Online Views
4. 2016 Mazda MX-5 Miata TV Spot, 'A Driver's Life: Driving Matters'
10.84% Digital Share of Voice, 3.0M Earned Online Views
5. Audi R8 Super Bowl 2016 TV Commercial, 'Commander' Song by David Bowie
8.16% Digital Share of Voice, 604k Earned Online Views
