Mazda lands the Most Engaging Ad of the Week (based on combined online views, social media actions and online search), a ranking powered for WardsAuto by

A showpiece about the simple pleasures in life, as narrated by Aaron Paul of Breaking Bad, Mazda’s “Driving Matters: Garage” ad, in support of the CX-3, scores the top spot, having earned 994,000 views and an overall 18.9% share-of-voice rating among all automotive ads.

Trailing Mazda in second place is Scion’s “James Franco and James Franco” ad, with 11.8% share of voice and more than 708,000 online views, while Kia Sorento’s “Participation” ad debuts at third and Mazda’s “A Driver’s Life: Driving Matters” takes fourth place for another week.

Another Scion ad, “Recently Liberated Car Dealership Tubeman,” featuring a runaway mascot, debuts in fifth place.

Overall, carmakers spent an estimated $125.5 million on TV ads for the week. Toyota led the way with 9.9% of that total, followed by Nissan at 8.6% and Ford at 8.4%. NFL Football was the most popular choice for the week’s automotive advertisers, with over $42 million spent among the various games. 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!


powered by

1. 2016 Mazda CX-3 TV Spot, 'Driving Matters: Garage'

18.89% Digital Share of Voice, 994k Earned Online Views

2. Scion TV Spot, 'James Franco and James Franco'

11.88% Digital Share of Voice, 708k Earned Online Views

3. 2016 Kia Sorento TV Spot, 'Participation'

8.74% Digital Share of Voice, 88k Earned Online Views

4. 2016 Mazda MX-5 Miata TV Spot, 'A Driver's Life: Driving Matters'

5.51% Digital Share of Voice, 295k Earned Online Views

5. Scion iA TV Spot, 'Recently Liberated Car Dealership Tube Man'

5.29% Digital Share of Voice, 245k Earned Online Views