In this week’s Most Engaging Auto Ads, powered for WardsAuto by iSpot.tv, Nissan’s “Day and Night” took the top spot amid a field of all-new ads debuting over the course of the week.
The Maxima spot featuring the Wiz Khalifa spot of the same name generated a commanding 1.3 million earned online views, making it the only ad in the group to break a million.
In second was another musical spot, Honda’s “Buddy Holly” in support of the Pilot Elite from the Weezer song of the same name. Meanwhile the third-place ad, Infiniti’s “Vacation” spoofed the titular classic Chevy Chase movie (and upcoming reboot from Warner Bros.) with none other than Christy Brinkley from the original.
Overall, automakers spent an estimated $104.1 million on TV ads for the week, a nearly $25 million increase over the week prior. Toyota the way with 9.7% of that total, followed by Chevrolet at 8.7% and Nissan at 7.7%. ESPN collected the most of this with $10.2 million, followed by NBC at $9.8 million and Fox at $9 million.
“The Big Bang Theory” and “Castle” drew a virtual tie in generating the most engagement for the car ads aired against them, delivering 6.6% and 6.4% respectively of the digital chatter for automotive ads for the week, while the 2015 Wimbledon Championships collected the most budget at $5.7 million.
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. Nissan: Day and Night
19.3% Digital Share of Voice, 1.3M Earned Online Views
2. Honda: Buddy Holly
18.2% Digital Share of Voice, 796k Earned Online Views
<3. Infiniti: Vacation
6.7% Digital Share of Voice, 88k Earned Online Views
4. Volkswagen: Model Year End Sales Event: Hot Deals
5.5% Digital Share of Voice, 10k Earned Online Views
5. Chevrolet: Cages
3.3% Digital Share of Voice, 192k Earned Online Views
