December 23, 2015
Once again, Dodge’s tie-in ad, “Star Wars: The Force Awakens – The Force Gathers,” takes first place in the Most Engaging Auto Ads list, powered for WardsAuto by iSpot.tv.
The ad, featuring Dodge cars parading down the street to John Williams’ “Imperial March” on their way to a screening of the movie, tops this week’s chart with an overall 26.5% share-of-voice rating among all automotive ads.
On its heels in second place: Honda’s “Party,” which features idyllic, car-centric scenes that spring to life from within a Happy Honda Days calendar. “Party” scores a 10.6% share-of-voice rating, while another Honda ad using the same calendar theme, “Skier,” grabs fourth place with 6.9% share of voice.
Rounding out the chart are Mazda’s “St. Jude” ad, supporting the ongoing Mazda Drive for Good charitable initiative, in third place and Toyota’s “Blackout,” promoting the latest Toyotathon, in fifth place.
Overall, automakers spent an estimated $114.6 million on TV ads for the week through Sunday. Taking in the most dollars were NBC, CBS and Fox, respectively. NFL football remained the most popular choice for the week’s automotive advertisers, with over $36 million spent among the various games.
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. Dodge TV Spot, ‘Star Wars: The Force Awakens - The Force Gathers’
26.51% Digital Share of Voice, 115k Earned Online Views
2. Happy Honda Days Sales Event TV Spot, ‘Party’
10.60% Digital Share of Voice, 359k Earned Online Views
3. Mazda Drive for Good Event TV Spot, ‘St. Jude’
7.34% Digital Share of Voice, 176k Earned Online Views
4. Honda Happy Honda Days Sales Event 2016 CR-V TV Spot, ‘Skier’
6.99% Digital Share of Voice, 230k Earned Online Views
5. Toyota Toyotathon TV Spot, ‘Blackout’
4.78% Digital Share of Voice, 152k Earned Online Views
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