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Automakers’ Ads Click With Super Bowl Viewers
Jeep, GMC and Hyundai were among the top 10 of all Super Bowl advertisers in terms of digital share of voice as tracked by iSpot across Facebook, YouTube, Twitter and the major search engines.
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‘Groundhog Day’ reprise featuring Bill Murray got most online views among all Super Bowl car ads.
The automotive industry outperformed other advertisers during the Super Bowl, accounting for 27.4% of social activity in response to commercials shown during Sunday’s game, iSpot.tv says.
The industry spent nearly $81 million on 15 airings from eight brands: Jeep, GMC, Hyundai, Porsche, Audi, Genesis, Toyota and Kia.
Jeep, GMC and Hyundai were among the top 10 of all Super Bowl advertisers in terms of digital share of voice as tracked by iSpot across Facebook, YouTube, Twitter and the major search engines.
Notably, at least one celebrity was featured in nearly every auto ad that aired during the game; the only spot without a celebrity cameo was from Porsche, which opted for an elaborate car chase scene for its first Big Game spot since 1997. Genesis was the lone first-time Super Bowl advertiser of the group.
The top five auto ads from Super Bowl LIV, ranked by digital share of voice (data is through Monday morning, Feb. 3):
TV ad impressions: 85,170,707
Digital SOV: 13.9%
Online views: 16,578,548
Social actions: 74,258
2. GMC Super Bowl 2020 TV Spot, 'Quiet Revolution' Featuring LeBron James
TV ad impressions: 80,409,793
Digital SOV: 6.34%
Online views: 8,988,777
Social actions: 18,403
3. 2020 Hyundai Sonata Super Bowl 2020 TV Commercial, 'Smaht Pahk' Ft. John Krasinski, Chris Evans
TV ad impressions: 146,716,173
Digital SOV: 2.5%
Online views: 6,416,503
Social actions: 14,126
4. Porsche Taycan Super Bowl 2020 TV Commercial, 'The Heist' Song by Gramatik & Balkan Bump
TV ad impressions: 84,762,784
Digital SOV: 1.78%
Online views: 1,260,349
Social actions: 17,115
5. Audi e-tron Super Bowl 2020 TV Spot, ‘Let It Go’ Featuring Maisie Williams
TV ad impressions: 146,934,888
Digital SOV: 0.86%
Online views: 1,026,910
Social actions: 9,540
Social actions include likes, shares, comments, votes across Twitter, YouTube, Facebook, iSpot explicitly against SBLIV ad content.
You can view every ad from the game at iSpot’s Super Bowl 2020 Ad Center and check out insights around pre-game winners, plus reports around regular season ad performance and business outcomes.
Data provided by iSpot.tv, the always-on TV ad measurement and attribution company.
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