‘Clash of Clans’ Retains Top Digital Advertising Engagement Spot with Help of NBA, NHL Playoffs

By Adam Flomenbaum Comment

It’s time for the top 10 most-engaging ads of the week as ranked by digital share of voice*, powered by iSpot.tv.

For the third week in a row, Supercell’s Clash of Clans ad “Ride of the Hog Riders: Call in the Cavalry” was the most highly engaged ad. Both the NBA and NHL playoffs drove the vast majority of engagement figures for the ad, with the NBA playoffs boasting an SOV figure of over 68%, and NHL almost 20%.

But the ad’s dominance is starting to show signs of fatigue. Overall digital share of voice fell from over 4% last week to 1.78% this week. Online views fell from over 7 million to just over 2 million, and social actions dropped from 22,000 to 12,000. Supercell’s three other ads for both Clash of Clans and Boom Beach fell off the top 10 completely.

Filling in the void was Mazda’s “A Driver’s Life: Driving Matters” which jumped from seventh to second, driven by a near doubling of all key stats: digital SOV rose to .99%, online views to 1.3 million, and social actions to almost 6,000.

Meanwhile, six new ads made their debut on the chart. They included two from KFC, which has been on a tear with new creative driven by comedian Darrell Hammond impersonating the revered Col. Sanders, in third and fourth. “Bucket & Beans” scored a .85% digital SOV, while “Phillip” followed close behind with a .83%.

The new Batman: Arkham Knight spot “Be the Batman” ranked fifth, but was followed by three Apple Watch ads in a row. “Us” in sixth was a holdover from last week, “Rise” is an older ad returning to the list, while “Up” at eighth makes its debut. Finally, the Super Bowl FIAT spot “Blue Pill” made a return at 10th

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. Clash of Clans: Ride of the Hog Riders: Call in the Cavalry

1.78% Digital SOV  2,228,890 Online Views  12,143 Social Actions

2. A Driver’s Life: Driving Matters

0.99% Digital SOV  1,348,488 Online Views  5,900 Social Actions

3. Bucket & Beans

0.85% Digital SOV  941,765 Online Views  6,541 Social Actions

4. Phillip

0.83% Digital SOV  743,905 Online Views  7,873 Social Actions

5. Be the Batman

0.62% Digital SOV  490,310 Online Views  6,597 Social Actions

6. Us

0.42% Digital SOV  506,501 Online Views  3,020 Social Actions

7. Rise

0.40% Digital SOV  490,709 Online Views  2,653 Social Actions

8. Up

0.37% Digital SOV  484,088 Online Views  2,303 Social Actions

9. Knitting

0.33% Digital SOV  5,473 Online Views  5,325 Social Actions

10. Blue Pill

0.30% Digital SOV  66,873 Online Views  4,385 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.