Super Bowl LIII Spotlight: Auto Makers

This week Wards and iSpot.tv, the real-time TV ad measurement company, break from the usual most-seen auto ads ranking to bring you a special look at how auto brands leveraged Super Bowl LIII.

According to iSpot, five automakers ran six ads during Super Bowl LIII. Toyota led the way for the most-seen auto ads with 164.8 million TV ad impressions. (Note: data below is based on estimates generated through 11 a.m. EST on Tuesday, Feb 5.)

But when it comes to the Big Game, it’s not only about the commercials that aired on TV – most brands have an active online presence and cemented their Super Bowl messaging in the minds of consumers across social platforms. Auto brands generated more than 77.5 million online views of their spots and more than 271.2 million total social impressions.

Top auto brands by TV impressions, digital share of voice* (DSOV), online views and social impressions (click on blue links to watch videos):

Toyota - 'Wizard' Song by The Who

Toyota - 'Toni' Featuring Antoinette Harris

164.8 million TV ad impressions

0.30% DSOV

20.2 online views

78.7 million social impressions

Hyundai - 'The Elevator: Shopper Assurance Featuring Jason Bateman

91.7 million TV ad impressions

2.73% DSOV

43.4 million online views

70.9 million social impressions

Audi - 'Cashew' Song by Norman Greenbaum

80.5 million TV ad impressions

1.08% DSOV

5.2 million online views

51.4 million social impressions

Kia - 'The Great Unknowns'

154.6 million TV ad impressions

0.50% DSOV

368.9K online views

21.7 million social impressions

Mercedes-Benz - 'Say the Word' Featuring Ludacris

88.1 million TV ad impressions

0.47% DSOV

6.6 million online views

41.3 million social impressions

*Digital SOV= a scoring of all earned views, actions and searches across YouTube, Facebook, Twitter, iSpot and search engines (Google, Bing, Yahoo), added up and weighted based on significance of action to a brand (a view or share > “like”).