In this week’s Most Engaging Auto Ads, powered for WardsAuto by iSpot.tv, Dodge accounted for 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.
However, it was Mazda that took the overall lead with its “A Driver’s Life” ad in support of the MX-5 Miata, rising from second place in the previous week’s rankings.
Overall, automakers spent an estimated $114.9 million on TV ads for the week, led by Honda with 10.8% of that total and followed by Ford (9.7%) and Chevrolet (9%). Those dollars were split almost equally between NBC, Fox and ABC with over $12 million apiece, followed by CBS at $8.9 million and ESPN at $4.7 million.
The show generating the most engagement for the car ads aired against it was by far the 2015 BET Awards, which generated over 12.7% 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
11.4% Digital Share of Voice, 297k Earned Online Views
2. Dodge: Dodge Brothers: Discovery
10.3% Digital Share of Voice, 313k Earned Online Views
3. Dodge: Drive By
9.5% Digital Share of Voice, 403k Earned Online Views
4. FIAT: Blue Pill
7.4% Digital Share of Voice, 63k Earned Online Views
5. Dodge: Morse Code
6.5% Digital Share of Voice, 313k Earned Online Views
