{"id":4217,"date":"2017-02-03T16:02:28","date_gmt":"2017-02-04T00:02:28","guid":{"rendered":"\/blog\/?p=4217"},"modified":"2021-01-19T13:08:11","modified_gmt":"2021-01-19T21:08:11","slug":"super-bowl-2017-brand-highlight-kia","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/super-bowl-2017-brand-highlight-kia\/","title":{"rendered":"Super Bowl 2017 Brand Highlight &#8211; Kia"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Kia will return to the Super Bowl for its eighth straight year with an ad from David &amp; Goliath, its agency of record since 2000. The brand released two teasers, &#8216;Run&#8217; and &#8216;Iceberg&#8217;, both featuring Melissa McCarthy. Last year&#8217;s 60-second spot, &#8216;Walken Closet,&#8217; 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, &#8216;The Truth,&#8217; 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 &#8216;The Perfect Getaway&#8217; placed 29th with 0.98% digital share of voice.<\/span><\/p>\n<h3><a href=\"https:\/\/www.ispot.tv\/ad\/A3Tp\/kia-niro-super-bowl-2017-teaser-melissa-mccarthy-uses-heated-seats\"><b>Kia Niro Super Bowl 2017 Teaser, &#8216;Melissa McCarthy Uses Heated Seats&#8217;<\/b><\/a><\/h3>\n<p><span style=\"font-weight: 400;\">Melissa McCarthy&#8217;s penguin passenger gets a little testy when the seat is too hot, so she turns on the ventilation system. Watch for Kia&#8217;s full Super Bowl LI commercial Feb. 5, 2017 on FOX.<\/span><\/p>\n<div style=\"position: relative; width: 100%; padding-top: 56.25%; padding-bottom: 40px;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0; right: 0; left: 0; bottom: 0; width: 100%; height: 100%;\" src=\"https:\/\/www.ispot.tv\/share\/A3Tp\" width=\"300\" height=\"150\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p>Duration: 15s<br \/>\nStatus: Online-Only<br \/>\nAdvertiser: Kia<br \/>\nAdvertiser Profiles: Facebook, Twitter, YouTube<br \/>\nProduct: 2017 Kia Niro<br \/>\nMood: Funny<br \/>\nHashtag: #SmarterWay<br \/>\nSuper Bowl Commercial: Super Bowl LI, 2017, 3rd Quarter<br \/>\nEvents &amp; Venues: Super Bowl LI Feb 5, 2017 at NRG Stadium<br \/>\nActor: Melissa McCarthy<br \/>\nProduction: Matthijs Van Heijningen<br \/>\nAnimals: Penguins<br \/>\nAgency: David &amp; Goliath, MJZ<\/p>\n<p>&nbsp;<\/p>\n<h3><a href=\"https:\/\/www.ispot.tv\/ad\/A3TS\/kia-niro-super-bowl-2017-teaser-melissa-mccarthy-escapes-with-her-camera\"><b>Kia Niro Super Bowl 2017 Teaser, &#8216;Melissa McCarthy Escapes With Her Camera&#8217;<\/b><\/a><\/h3>\n<p><span style=\"font-weight: 400;\">Do you hear those footsteps? That&#8217;s the sound of why you need a backup camera when you&#8217;re on safari&#8230;and you&#8217;ve angered a rhinoceros. Watch Melissa McCarthy (try to) save the world in Kia&#8217;s full Super Bowl LI commercial Feb. 5, 2017 on FOX.<\/span><\/p>\n<div style=\"position: relative; width: 100%; padding-top: 56.25%; padding-bottom: 40px;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0; right: 0; left: 0; bottom: 0; width: 100%; height: 100%;\" src=\"https:\/\/www.ispot.tv\/share\/A3TS\" width=\"300\" height=\"150\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p>Duration: 15s<br \/>\nStatus: Online-Only<br \/>\nAdvertiser: Kia<br \/>\nAdvertiser Profiles: Facebook, Twitter, YouTube<br \/>\nProduct: 2017 Kia Niro<br \/>\nMood: Funny<br \/>\nHashtag: #SmarterWay<br \/>\nSuper Bowl Commercial: Super Bowl LI, 2017, 3rd Quarter<br \/>\nEvents &amp; Venues: Super Bowl LI Feb 5, 2017 at NRG Stadium<br \/>\nActor: Melissa McCarthy<br \/>\nProduction: Matthijs Van Heijningen<br \/>\nAnimals: Rhinos<br \/>\nAgency: David &amp; Goliath, MJZ<\/p>\n<p>&nbsp;<\/p>\n<h3><a href=\"https:\/\/www.ispot.tv\/ad\/A3TO\/kia-niro-super-bowl-2017-heros-journey-feat-melissa-mccarthy\"><b>Kia Niro Super Bowl 2017 TV Commercial, &#8216;Hero\u2019s Journey&#8217; Feat. Melissa McCarthy<\/b><\/a><\/h3>\n<p><span style=\"font-weight: 400;\">In Kia&#8217;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&#8217;t a smooth ride, however, as she&#8217;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.<\/span><\/p>\n<div style=\"position: relative; width: 100%; padding-top: 56.25%; padding-bottom: 40px;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0; right: 0; left: 0; bottom: 0; width: 100%; height: 100%;\" src=\"https:\/\/www.ispot.tv\/share\/A3TO\" width=\"300\" height=\"150\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p>Duration: 60s<br \/>\nStatus: Online-Only<br \/>\nAdvertiser: Kia<br \/>\nAdvertiser Profiles: Facebook, Twitter, YouTube<br \/>\nProduct: 2017 Kia Niro<br \/>\nTagline: \u201cA Smarter Kind of Crossover\u201d<br \/>\nSongs: I Need a Hero &#8211; Bonnie Tyler<br \/>\nMood: Funny<br \/>\nHashtag: #SmarterWay<br \/>\nSuper Bowl Commercial: Super Bowl LI, 2017, 3rd Quarter<br \/>\nEvents &amp; Venues: Super Bowl LI Feb 5, 2017 at NRG Stadium<br \/>\nActor: Melissa McCarthy<br \/>\nProduction: Matthijs Van Heijningen<br \/>\nAnimals: Rhinos, Whale<br \/>\nAgency: David &amp; Goliath, MJZ<br \/>\n<b><br \/>\n<\/b><\/p>\n<h3><b>Kia &#8211; Super Bowl 2017 Pre-game Performance<\/b><\/h3>\n<table>\n<tbody>\n<tr>\n<td><b>Performance Insights<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Digital SOV: <\/span><b>3.81%<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Social Actions: <\/span><b>49,709<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Earned Views: <\/span><b>2,960,942<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Sentiment: <\/span><b>n\/a<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Gender: <\/span><b>n\/a<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Primary Age: <\/span><b>n\/a<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Tune Out Rate: <\/span><b>n\/a<\/b><\/td>\n<td><b>Media Measurement<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Online Views:<\/span><b> 5,480,341<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Social Impressions: <\/span><b>16,945,083<\/b><\/p>\n<p><span style=\"font-weight: 400;\">TV Impressions: <\/span><b>2,395,484<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Facebook Views: <\/span><b>1,694,422<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Airings: <\/span><b>Online Only<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Est. TV Spend: <\/span><b>$0<\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3><\/h3>\n<h3><\/h3>\n<p>&nbsp;<\/p>\n<h3><b>Kia &#8211; Super Bowl 2016 Pre-game Performance<\/b><\/h3>\n<table>\n<tbody>\n<tr>\n<td><b>Performance Insights<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Digital SOV: <\/span><b>1.43%<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Social Actions: <\/span><b>18,247<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Earned Views: <\/span><b>3,117,207 <\/b><span style=\"font-weight: 400;\">&nbsp;&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sentiment: <\/span><b>73% positive<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Gender: <\/span><b>49% Males | 51% Females<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Primary Age: <\/span><b>25-34 (30%)<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Avg. View Rate: <\/span><b>n\/a<\/b><\/td>\n<td><b>Media Measurement<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Online View: <\/span><b>3,743,186<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Social Impressions: <\/span><b>6,000,755<\/b><\/p>\n<p><span style=\"font-weight: 400;\">TV Impressions:<\/span><span style=\"font-weight: 400;\"> n\/a<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Facebook Views: <\/span><b>20,924<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Airings:<\/span><b> Online Only<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Est. TV Spend: <\/span><b>$0<\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<h3><b>Kia &#8211; Super Bowl 2016 Game Day Performance<\/b><\/h3>\n<table>\n<tbody>\n<tr>\n<td><b>Performance Insights<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Digital SOV: <\/span><b>0.81%<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Social Actions: <\/span><b>11,720<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Earned Views: <\/span><b>285,583 &nbsp;&nbsp;<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Sentiment: <\/span><b>91% positive<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Gender: <\/span><b>58% Males | 42% Females<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Primary Age: <\/span><b>35-44 (38%)<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Avg. View Rate: <\/span><b>99.67%<\/b><\/td>\n<td><b>Media Measurement<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Online View: <\/span><b>288,125<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Social Impressions: <\/span><b>40,411,882<\/b><\/p>\n<p><span style=\"font-weight: 400;\">TV Impressions: <\/span><b>68,116,052<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Facebook Views: <\/span><b>1,561<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Airings: <\/span><b>2<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Est. TV Spend: <\/span><b>$9,100,245<\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<h3><b>Kia &#8211; Super Bowl 2016 Overall Performance<\/b><\/h3>\n<table>\n<tbody>\n<tr>\n<td><b>Performance Insights<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Digital SOV: <\/span><b>0.85%<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Social Actions: <\/span><b>39,546<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Earned Views: <\/span><b>5,031,720 &nbsp;&nbsp;&nbsp;<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Sentiment: <\/span><b>76% positive<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Gender: <\/span><b>55% Males | 45% Females<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Primary Age: <\/span><b>25-34 (21%)<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Avg. View Rate: <\/span><b>99.67%<\/b><\/td>\n<td><b>Media Measurement<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Online View: <\/span><b>5,675,058<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Social Impressions: <\/span><b>48,591,307<\/b><\/p>\n<p><span style=\"font-weight: 400;\">TV Impressions: <\/span><b>68,563,052<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Facebook Views: <\/span><b>28,974<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Airings: <\/span><b>55<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Est. TV Spend: <\/span><b>$11,844,209<\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><b><br \/>\n<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kia will return to the Super Bowl for its eighth straight year with an ad from David &amp; Goliath, its agency of record since 2000. The brand released two teasers, &#8216;Run&#8217; and &#8216;Iceberg&#8217;, both featuring Melissa McCarthy. Last year&#8217;s 60-second spot, &#8216;Walken Closet,&#8217; starring Christopher Walken came in 31st place by digital engagement on game&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":4218,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[184],"tags":[397,399],"ispot_product_categories":[],"class_list":["post-4217","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-special-events","tag-super-bowl-2017","tag-super-bowl-51"],"acf":{"expiration_date":null},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/4217","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=4217"}],"version-history":[{"count":4,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/4217\/revisions"}],"predecessor-version":[{"id":9858,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/4217\/revisions\/9858"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/4218"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=4217"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=4217"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=4217"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=4217"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}