Kia takes first place in the weekly Most Engaging Auto Ads ranking, powered for WardsAuto by iSpot.tv.
Its musical spot featuring humans and hamsters sharing some soul, a steady presence on the top-five list for weeks, finally overtakes Mazda with 14.81% of the industry’s digital share of voice in the most recent tabulation.
But Mazda’s CX-9 ad is hanging in there, slipping only to second place after 2,259 airings on national TV. Ford occupies the No.3 slot with a sales event spot featuring “Block Party” by Pitbull.
Mazda lands a second ad on the list this week at No.4, with the long-running “Carried Away” commercial narrated by actor Aaron Paul. This spot, with 2,332 airings so far, has been on and off the chart for months.
Finally, Mini grabs fifth place with a star-studded ad for the Clubman featuring Serena Williams, Harvey Keitel, Abby Wambach, Tony Hawk and Michael Whinnett.
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 Kia Soul TV Spot, 'Hamsters: Share Some Soul'
14.81% Digital Share of Voice, 409k Earned Online Views
2. 2016 Mazda CX-9 TV Spot, 'Driving Matters: Crafted'
12.26% Digital Share of Voice, 368k Earned Online Views
3. Ford Freedom Sales Event TV Spot, 'Block Party' Song by Pitbull
9.27% Digital Share of Voice, 340 Earned Online Views
4. 2016 Mazda3 TV Spot, 'Carried Away'
3.70% Digital Share of Voice, 112k Earned Online Views
5. MINI Clubman Super Bowl 2016 TV Spot, 'Defy Labels' Feat. Serena Williams
3.19% Digital Share of Voice, 2k Earned Online Views
