Dodge Debuts Two New Ads as Fiat and Mazda Incumbents Hold Steady

In this week’s Most Engaging Auto Ads, powered for WardAuto by iSpot.tv, Dodge debuted two new ads into the top five, but Mazda continued to own the top spot.

Mazda’s “A Driver’s Life: Driving Matters” for the MX-5 Miata remained the most-engaging ad for the second week in a row. But Dodge continues its aggressive run of new ads with “Predators” in support of the Challenger and Viper models, and “Let’s Ride” for its Ram Trucks line.

Dodge had three of the top five most-engaging ads of the week with spots hawking the Charger, Challenger, and Durango models, two of which are new entrants to the list this week. Subaru also debuted a new ad with “Make a Dog’s Day” Impreza spot, placing second. Meanwhile the Fiat “Blue Pill” ad continues to hold on in fourth.

Overall, automakers spent an estimated $80.3 million on TV ads for the week, led by Toyota with 14% of that total, followed by Chevrolet at 8.8% and Kia at 7%. NBC collected the most of this with $9.3 million, followed by Fox at $8 million and ABC at $7.8 million.

The show generating the most engagement for the car ads aired against it was by far the 2015 FIFA Women’s World Cup, which by itself generated over 8.5% of the digital chatter for automotive ads for the week.

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. Mazda: A Driver's Life: Driving Matters

12.2% Digital Share of Voice, 373k Earned Online Views

2. Subaru: Make a Dog's Day

8.2% Digital Share of Voice, 6k Earned Online Views

3. Dodge: Predators

7% Digital Share of Voice, 237k Earned Online Views

4. FIAT: Blue Pill

4.6% Digital Share of Voice, 33k Earned Online Views

5. Ram Trucks: Let's Ride

4% Digital Share of Voice, 1k Earned Online Views