Melissa McCarthy Kia Spot Is This Week’s Most Digitally Engaging Ad

Kia’s slapstick spot for the Niro starring Melissa McCarthy leads our chart of the most digitally engaging commercials, powered by iSpot.tv.

The chart-topping Kia spot, which has McCarthy starring as a hapless eco-warrior, was a Super Bowl commercial that’s now had more than 900 post-game airings. Budweiser and Honda have also kept their Big Game ads in commercial rotation, with increasing engagement from viewers.

But as popular as those ads continue to be, they’ve been getting serious competition in the form of splashy new creatives that ran during the Grammys—mostly notably from Target, Adidas and Nike.

Target’s “It Takes Two,” starring Carly Rae Jepsen and Lil Yachty, runs three full minutes and plays like a big-budget music video. Adidas also goes the quasi-music video route, though with a dark and surrealistic edge that reimagines Frank Sinatra’s “My Way.” And Nike’s “Equality” spot, featuring LeBron James, Serena Williams and Kevin Durant, continues the issues-oriented thread that generated plenty of conversation and controversy (e.g., Budweiser’s immigration-themed ad) during the Super Bowl.

This ranking covers the seven-day period through Feb. 14 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

Excludes Movie Trailers. iSpot.tv catalogs, tags and measures activity around national TV ads in real-time, measuring digital responses explicitly linked to the airing of TV ads across Facebook Twitter, YouTube, the major search portals and on iSpot.tv.

Chris Ariens

@ChrisAriens

Chris Ariens is TV and media editor and director of video.