The Super Bowl is the biggest advertising event for automakers, bar none. Every year, the top automakers bring out their best and most inspirational spots for the big game. This year was no exception.
On Friday, we published the Most-Watched Super Bowl Ads of 2013, and 6 out of top 10 advertisers were automakers.
Today, we're focusing solely on the automakers with our Top 10 Most-Watched Auto Ads of Super Bowl 2013. The list is ranked by True Reach, which looks at overall campaign performance, including paid and earned media. True Reach is the combination of the original clips uploaded by brands and the copies and derivative content, like mashups, spoofs, video responses, and more uploaded by audiences across the web. True Reach provides a holistic look at a campaign's complete performance.
Toyota's wish was granted with its Super Bowl campaign, #WishGranted, landing a massive 22.4 million True Reach views, a significant lead over the runner-up. Toyota released its teaser well before the big game, which helped drive buzz and anticipation. The Japanese automaker generated more than 11.2 million views before kickoff even happened.
Mercedes-Benz's takes second place with its interactive campaign, Soul, grabbing 18.7 million True Reach views. Soul benefited from a racy teaser featuring Kate Upton and a Mercedes-Benz CLA.
Rounding out our top three is veteran Super Bowl advertiser, Volkswagen, with its Jamaican-themed campaign, Get Happy. Get Happy also had a strong teaser campaign that drove interest and viewership before the game.
Ram and Jeep were the only two automakers on this list who did not release any pre-game content, but still managed to grab fifth and ninth place, respectively. Despite being strictly mum about their big game spots, they were able to perform well, thanks to their powerful storytelling ability and their post-game online video strategy.
Also to make the list are two campaigns from Hyundai, and one each from Audi, Kia, and Lincoln.
Which auto Super Bowl ad was your favorite this year? Let us know in the comments section below!
The Top 10 Most-Watched Auto Super Bowl Ads of 2013
| Rank | Brand | Campaign | Agency | True Reach Views |
Watch
|
|---|
|
1
|
Toyota
|
#WishGranted
|
Saatchi & Saatchi Los Angeles
|
22,460,163
|
|
|
2
|
Mercedes-Benz
|
Soul
|
Merkley + Partners
|
18,740,908
|
|
|
3
|
Volkwsagen
|
Get Happy
|
Deutsch Los Angeles
|
17,502,034
|
|
|
4
|
Hyundai
|
TEAM
|
Innocean
|
15,991,586
|
|
|
5
|
Ram
|
Farmer
|
The Richards Group
|
15,541,561
|
|
|
6
|
Audi
|
Bravery Wins
|
Venables Bell & Partners
|
12,149,866
|
|
|
7
|
Kia
|
Space Babies
|
David & Goliath
|
5,147,941
|
|
|
8
|
Lincoln
|
Steer the Script
|
Hudson Rouge
|
4,853,529
|
|
|
9
|
Jeep, USO
|
Whole Again
|
GlobalHue Detroit
|
4,196,592
|
|
|
10
|
Hyundai
|
Epic Play Date
|
Innocean
|
1,808,481
|
|
