The most engaging ads of the week as measured by digital share of voice were almost all new releases, with eight of the top 10 (and three of the top five) earning their debut this week.
Entering the list at No.1 is the Foot Locker spot “It’s Really Happening” featuring boxer Manny Pacquiao ahead of his May 2 title fight with Floyd Mayweather. The very meta ad-within-an-ad-within-an-ad spot earned a 3.71% digital share of voice (SOV) on 2.2 million online views and over 50,000 social actions.
Its 10 national airings were almost exclusively focused on NBA playoff games and post-game coverage, split between ESPN, NBA TV, and TNT. Of them, TNT dominated the results by generating over 98% of the spot’s overall digital SOV.
Meanwhile Apple and Samsung–long adversaries in the patent lawsuit courtroom–squared off before the advertising jury with all new ads premiering this week. Samsung’s “What Does Color Feel Like” spot supporting the Galaxy ranked third, with a 1.58% digital SOV backed by 2.9 million online views and over 5,000 social actions. Nearly half of its 386 national airings were placed against sports programming.
Apple countered with two spots in support of the Apple Watch, which became available to purchase online April 24. The get-your-day-started “Rise” spot placed sixth with a .75% digital SOV on 500,000 online views and 9,000 social actions, while the relationship-focused “US” ranked seventh with a .71% digital SOV on 400,000 online views and 9,000 social actions. Both combined aired only 61 times.
The only two incumbents both retained top five status. Last week’s frontrunner “Better for It: Inner Thoughts” from Nike fell to second, with a 1.75% digital SOV on 2.8 million online views and over 9,000 social actions. Footwear competitor Adidas’ “Here’s to the Takers” was not on last week’s list, but had reached as high as second in previous weeks, landed in fifth this week with a 1.44% digital SOV on 1.6 million online views, 13,000 social actions.
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. It’s Really Happening
3.71% Digital SOV 2,201,243 Online Views 50,469 Social Actions
2. Better for It: Inner Thoughts
1.75% Digital SOV 2,876,342 Online Views 9,086 Social Actions
3. What Does Color Feel Like?
1.58% Digital SOV 2,959,103 Online Views 5,318 Social Actions
4. South Pole, Dora the Explorer: It’s What You Do
1.45% Digital SOV 2,079,492 Online Views 10,077 Social Actions
5. Here’s to the Takers
1.44% Digital SOV 1,660,497 Online Views 13,115 Social Actions
6. Rise
0.75% Digital SOV 555,873 Online Views 9,373 Social Actions
7. Us
0.71% Digital SOV 456,739 Online Views 9,355 Social Actions
8. Professional
0.70% Digital SOV 263,405 Online Views 10,695 Social Actions
9. Wells Fargo TV Spot
0.55% Digital SOV 93,543 Online Views 9,174 Social Actions
10. Halo 5: Guardians Spartan Locke Armor Set
0.42% Digital SOV 183,142 Online Views 6,270 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.