The most engaging ads of the week as measured by digital share of voice saw just three newcomers enter the list, with three others returning after an absence last week.
Debuting at No. 1 was Beats Audio’s “Ohana” spot, which featured Oregon quarterback Marcus Mariota who during the April 30 NFL Draft was selected No. 2 overall. Beats Audio has a knack for featuring athletes about to make headlines in its ads, and it bet wisely on the 2014 Heisman winner this time out.
Perhaps unsurprisingly, Beats focused the spot exclusively on ESPN for all 22 national airings, with half placed against the popular SportsCenter show. The result was immediate–a 2.85% digital share of voice rating backed by 1.2 million online views and over 30,000 social actions.
Other newcomers included H&M’s “Summer Starts Now!” spot, which debuted at fifth place on the strength of a 1.87% digital SOV rating driven by just under 1mm online views and over 18,000 social actions, and Mountain Dew’s “Paintball” entering at No. 10 with a .59% digital SOV earned from over 42,000 online views and nearly 8,000 social actions.
Of the four encumbent ads on the list, all but one fell in position. Wells Fargo’s emotional “Learning Sign Language” spot–featuring a same-sex couple learning sign language in anticipation of adopting a deaf child–moved up from 9th to fourth, earning a 2.04% digital SOV from over 300,000 online views and over 25,000 social actions. Backed by a more-than $2 million TV ad spend, the spot earned a whopping 9.7 ad effectiveness rating in a category where the average is 5.2.
Meanwhile last week’s leader “It’s Really Happening” from Foot Locker and featuring Manny Pacquiao, fell to third with a 2.19% digital SOV. Another former leader, Nike’s “Better for It: Inner Thoughts” fell to 7th with a .87% digital SOV.
Finally, three ads that fell off the top 10 the week prior returned this week, including “Diversity & Inclusion: Love Has No Labels” from the Ad Council, returning to sixth place with a 1.16% digital SOV.
And with that, here are the top 10 ads of the week ranked by digital share of voice*, powered by iSpot.tv. 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!
Top 10 Ads by Digital Share of Voice
powered by iSpot.tv
1. Ohana
2.85% Digital SOV 1,243,502 Online Views 30,001 Social Actions
2. Here’s to the Takers
2.81% Digital SOV 149,792 Online Views 38,354 Social Actions
3. It’s Really Happening
2.19% Digital SOV 1,123,107 Online Views 21,634 Social Actions
4. Learning Sign Language
2.04% Digital SOV 314,608 Online Views 26,201 Social Actions
5. Summer Starts Now!
1.87% Digital SOV 974,521 Online Views 18,350 Social Actions
6. Diversity & Inclusion: Love Has No Labels
1.16% Digital SOV 377,636 Online Views 13,221 Social Actions
7. Better for It: Inner Thoughts
0.87% Digital SOV 1,040,255 Online Views 3,792 Social Actions
8. World of Red Bull
0.78% Digital SOV 1,294,068 Online Views 533 Social Actions
9. Come Alive
0.66% Digital SOV 152,438 Online Views 7,452 Social Actions
10. Paintball
0.59% Digital SOV 42,483 Online Views 7,986 Social Actions
Excludes Movie Trailers.
iSpot.tv, is the only platform that catalogs, tags and measures activity around national TV ads in real-time. The company measures digital responses explicitly linked to airing of TV ads across Facebook Twitter, YouTube, the major search portals and on iSpot.tv . Click here for more on iSpot.tv’s methodology.