Super Bowl 2017 Brand Highlight – Kia

Kia will return to the Super Bowl for its eighth straight year with an ad from David & Goliath, its agency of record since 2000. The brand released two teasers, ‘Run’ and ‘Iceberg’, both featuring Melissa McCarthy. Last year’s 60-second spot, ‘Walken Closet,’ starring Christopher Walken came in 31st place by digital engagement on game day. Kia has historically been a strong performer at the Super Bowl: its Matrix-themed ad of 2014, ‘The Truth,’ placed 4th in our game day rankings, earning 7.13% digital share of voice; and in 2015, its action movie parody starring Pierce Brosnan entitled ‘The Perfect Getaway’ placed 29th with 0.98% digital share of voice.

Kia Niro Super Bowl 2017 Teaser, ‘Melissa McCarthy Uses Heated Seats’

Melissa McCarthy’s penguin passenger gets a little testy when the seat is too hot, so she turns on the ventilation system. Watch for Kia’s full Super Bowl LI commercial Feb. 5, 2017 on FOX.

Duration: 15s
Status: Online-Only
Advertiser: Kia
Advertiser Profiles: Facebook, Twitter, YouTube
Product: 2017 Kia Niro
Mood: Funny
Hashtag: #SmarterWay
Super Bowl Commercial: Super Bowl LI, 2017, 3rd Quarter
Events & Venues: Super Bowl LI Feb 5, 2017 at NRG Stadium
Actor: Melissa McCarthy
Production: Matthijs Van Heijningen
Animals: Penguins
Agency: David & Goliath, MJZ

 

Kia Niro Super Bowl 2017 Teaser, ‘Melissa McCarthy Escapes With Her Camera’

Do you hear those footsteps? That’s the sound of why you need a backup camera when you’re on safari…and you’ve angered a rhinoceros. Watch Melissa McCarthy (try to) save the world in Kia’s full Super Bowl LI commercial Feb. 5, 2017 on FOX.

Duration: 15s
Status: Online-Only
Advertiser: Kia
Advertiser Profiles: Facebook, Twitter, YouTube
Product: 2017 Kia Niro
Mood: Funny
Hashtag: #SmarterWay
Super Bowl Commercial: Super Bowl LI, 2017, 3rd Quarter
Events & Venues: Super Bowl LI Feb 5, 2017 at NRG Stadium
Actor: Melissa McCarthy
Production: Matthijs Van Heijningen
Animals: Rhinos
Agency: David & Goliath, MJZ

 

Kia Niro Super Bowl 2017 TV Commercial, ‘Hero’s Journey’ Feat. Melissa McCarthy

In Kia’s Super Bowl LI commercial, Melissa McCarthy walks the path of an environmental hero by protecting the whales and icecaps as well as saving the trees and rhinos. Her crusading isn’t a smooth ride, however, as she’s capsized by a whale, hugs a soon-to-be-felled tree, falls down a handmade crack in the ice and finally gets horned by a charging rhino. While it may be hard to be an eco-warrior, at least Kia lets you drive like one.

Duration: 60s
Status: Online-Only
Advertiser: Kia
Advertiser Profiles: Facebook, Twitter, YouTube
Product: 2017 Kia Niro
Tagline: “A Smarter Kind of Crossover”
Songs: I Need a Hero – Bonnie Tyler
Mood: Funny
Hashtag: #SmarterWay
Super Bowl Commercial: Super Bowl LI, 2017, 3rd Quarter
Events & Venues: Super Bowl LI Feb 5, 2017 at NRG Stadium
Actor: Melissa McCarthy
Production: Matthijs Van Heijningen
Animals: Rhinos, Whale
Agency: David & Goliath, MJZ

Kia – Super Bowl 2017 Pre-game Performance

Performance Insights

Digital SOV: 3.81%

Social Actions: 49,709

Earned Views: 2,960,942

Sentiment: n/a

Gender: n/a

Primary Age: n/a

Tune Out Rate: n/a

Media Measurement

Online Views: 5,480,341

Social Impressions: 16,945,083

TV Impressions: 2,395,484

Facebook Views: 1,694,422

Airings: Online Only

Est. TV Spend: $0

 

Kia – Super Bowl 2016 Pre-game Performance

Performance Insights

Digital SOV: 1.43%

Social Actions: 18,247

Earned Views: 3,117,207   

Sentiment: 73% positive

Gender: 49% Males | 51% Females

Primary Age: 25-34 (30%)

Avg. View Rate: n/a

Media Measurement

Online View: 3,743,186

Social Impressions: 6,000,755

TV Impressions: n/a

Facebook Views: 20,924

Airings: Online Only

Est. TV Spend: $0


Kia – Super Bowl 2016 Game Day Performance

Performance Insights

Digital SOV: 0.81%

Social Actions: 11,720

Earned Views: 285,583   

Sentiment: 91% positive

Gender: 58% Males | 42% Females

Primary Age: 35-44 (38%)

Avg. View Rate: 99.67%

Media Measurement

Online View: 288,125

Social Impressions: 40,411,882

TV Impressions: 68,116,052

Facebook Views: 1,561

Airings: 2

Est. TV Spend: $9,100,245


Kia – Super Bowl 2016 Overall Performance

Performance Insights

Digital SOV: 0.85%

Social Actions: 39,546

Earned Views: 5,031,720    

Sentiment: 76% positive

Gender: 55% Males | 45% Females

Primary Age: 25-34 (21%)

Avg. View Rate: 99.67%

Media Measurement

Online View: 5,675,058

Social Impressions: 48,591,307

TV Impressions: 68,563,052

Facebook Views: 28,974

Airings: 55

Est. TV Spend: $11,844,209