Dodge Demonizes Rivals on Most-Engaging Ads Chart

With just over half of the entire auto industry’s digital share of voice (51.25%), Dodge rockets into first place in the weekly Most Engaging Auto Ads rankings, powered for WardsAuto by iSpot.tv.

The ad, featuring a famous speech given by Jack Nicholson in “A Few Good Men,” proudly hypes the Challenger SRT Demon. Dodge also takes fourth place with another spot for the Demon that previously was at No.3.

Mazda continued to hold steady in second place with an ad showcasing how modeler Yuta Takanashi uses clay to perfect the body mockup of the new CX-5. This spot has aired more than 1,200 times and has been on and off the chart for the past few weeks.

Volkswagen’s commercial showing how a variety of VW models can accommodate couples –and, as time passes, growing families – drops to third place from first last week.

Kia’s “Hero’s Journey,” starring actress and comedian Melissa McCarthy, is back on the chart after some time off. This spot has racked up almost 3,000 national airings since its Super Bowl debut, but continues to engage audiences with the slapstick antics of McCarthy as a wannabe eco-warrior.

iSpot.tv, the real-time TV ad measurement company with attention analytics from 10 million smart TV screens, 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: The Truth

51.15% Digital Share of Voice, 409K Earned Online Views

2. Mazda: Beauty

17.81% Digital Share of Voice, 519K Earned Online Views

3. Volkswagen: Luv Bug

7.13% Digital Share of Voice, 42K Earned Online Views

4. Dodge: Judgment Day

5.64% Digital Share of Voice, 140K Earned Online Views

5. Kia: Hero’s Journey

5.43% Digital Share of Voice, 11K Earned Online Views