A wide collection of products and industries fills out our latest chart of the most digitally engaging commercials, powered by iSpot.tv, the real-time TV ad measurement company with attention analytics from 10 million smart TV screens.
Some highlights: State Farm is the latest brand to join the ranks of companies making socially-conscious advertisements. Its first place ad, while a bit of a downer, has a good message: “Lift the weight of caring by doing.” It isn’t enough to just “like” a page about a social issue or good cause on Facebook these days — taking real action, like volunteering, is the best way to help, and State Farm suggests that its Neighborhood of Good website is a great place to get started.
Microsoft takes second place with a spot geared toward young girls, encouraging them to “stay in STEM” (science, technology, engineering, mathematics) if they want to tackle big problems in today’s world. Despite a mere 43 airings to date, the ad has generated enough buzz to land a place on our chart and is just another example of thought-provoking, issues-oriented advertising that’s been a big trend with major marketers so far in 2017.
The No. 3 ad lightens things up a bit, with a cute owl decked out in a jacket, bowtie and monocle touting the benefits of 24 hour XYZAL Allergy.
And Domino’s takes a humorous approach with its fifth-place spot that gives a nod to an iconic scene from the 1980s classic “Ferris Bueller’s Day Off” and even features actor Alan Ruck (who played Cameron in the original film).
This ranking covers the seven-day period through March 21 for campaigns with a minimum spend of $500,000; digital engagement is a measure of social mentions and shares, online views and searches explicitly linked to the airing of an ad on TV.
Top 10 Ads by Digital Share of Voice
powered by iSpot.tv
(Click the numbered, bolded titles to view the ads.)
4.02% Digital SOV 1,139,931 Online Views 11,010 Social Actions
3.04% Digital SOV 1,324,930 Online Views 2,007 Social Actions
2.80% Digital SOV 1,087,204 Online Views 3,712 Social Actions
2.11% Digital SOV 531,001 Online Views 6,732 Social Actions
1.55% Digital SOV 101,388 Online Views 9,190 Social Actions
1.22% Digital SOV 326,928 Online Views 3,093 Social Actions
1.13% Digital SOV 352,844 Online Views 2,627 Social Actions
1.09% Digital SOV 391,775 Online Views 1,761 Social Actions
1.04% Digital SOV 420,618 Online Views 1,110 Social Actions
1.00% Digital SOV 409,512 Online Views 1,037 Social Actions
Excludes Movie Trailers.
iSpot.tv,the real-time TV ad measurement company with attention analytics from 10 million smart TV screens, measures digital responses to TV ads across Facebook, Twitter, YouTube, Google, Bing and Yahoo! Click here for more on iSpot.tv’s methodology.