In May, Tubular’s rankings of the top automotive properties debuted with Nissan in the #1 spot in May with 84.9 million views, and Chevrolet was #2 with 80.1 million views. Now the June rankings have just been published and Chevrolet has pulled into the #1 spot in June with 104.0 million views, Hyundai has shot into the #2 position with 96.5 million views, Kia has jumped into third place with 87.9 million views, and Ford remains #4 with 78.4 million views. Meanwhile, Nissan has dropped back to #8 with only 38.4 million views and Audi has fallen to #11 with only 32.8 million views.

In other words, we’ve got ourselves an exciting auto race with more lead changes than you’d expect to see in stock car racing. There are some important lessons to be learned here, but first, let’s take a look at the rankings:

Most Watched Auto Brands: June 2016

Most-Watched Automotive Brands in Online Video

Most Watched Auto Brands in Online Video for June 2016 (All Data via Tubular)

Chevrolet: Most Watched Automotive Brand

The first lesson is that this isn’t a two car race over a short distance, say, between Ashton-under-Lyne and Old Trafford in Greater Manchester, England, or even from Green Bay to Madison, Wisconsin. For example, there are 65 Chevrolet properties in 22 different countries. And the leading one is Chevrolet Brazil, with 31.2 million views in June, up from 16.9 million in May. So, a vast South American country, which stretches from the Amazon Basin in the north to vineyards and massive Iguaçu Falls in the south, drove a net increase of 14.3 million views that Chevrolet saw from May to June.

The next largest increase came from Chevrolet India. In May, this property only had 0.4 million views. In June, it had 8.8 million views. So, a vast South Asian country with a diverse terrain – from Himalayan peaks to Indian Ocean coastline – drove a net increase of 8.4 million views month over month.

The third largest increase came from Chevrolet in the United States. In May, the brand’s American property had 15.4 million views. But in June, the property had 18.6 million views. So, a country of 50 states covering a vast swath of North America, with Alaska in the extreme Northwest and Hawaii extending the nation’s presence into the Pacific Ocean, powered a net increase of 3.2 million views month over month. The most viewed video for the brand in June was this Facebook upload which generated 15.6M views.

The fourth largest increase came from Chevrolet Ecuador. In May, the property had 4.0 million views. In June, the property had 6.8 million views. So, this small country straddling the equator on South America’s west coast drove a net increase of 2.8 million views month over month.

The fifth largest increase came from Chevrolet FC. That’s right, an auto brand has a Facebook page just for supporters of what most of the world calls “football” and some countries call “soccer.” Views on this property increase from 12.5 million in May to 14.2 million in June. So, this kind of targeted marketing accounts for a net increase of 1.7 million views month over month.

In other words, Chevrolet accelerated into first place by outmaneuvering other automakers on three continents and by targeting football club fans, aka soccer moms and dads.

Nissan: Multi-platform Video Strategy

By comparison, there are 84 Nissan properties in 36 different countries. In the USA, Nissan saw its video views fall off a cliff. The brand had 21.4 million views in May, but less than 1.0 million in June. So, a country of 50 states covering a vast swath of North America, with Alaska in the extreme Northwest and Hawaii extending the nation’s presence into the Pacific Ocean, powered a net decrease of more than 20.4 million views. The brand property’s most viewed upload in June was this clip about the Altima, which generated 2.4M views.

The second largest decrease came from Nissan Brazil, with 11.5 million views in June, down from 30.7 million in May. So, a vast South American country, which stretches from the Amazon Basin in the north to vineyards and massive Iguaçu Falls in the south, drove a net decrease of 19.2 million views that Nissan saw from May to June.

The third largest decrease came from Nissan UK. In May, this property had 8.8 million views. In June, it had only 1.5 million views. So, the island nation in northwestern Europe, which is made up of England, Scotland, Wales and Northern Ireland, powered a net decrease of 7.3 million views.

The fourth largest decrease came from Nissan Italy. In May, this property had 5.3 million views. In June it had only 1.6 million views. So, this country commanding a long Mediterranean coastline, which has left a powerful mark on Western culture and cuisine, drove a net decrease of 3.7 million views.

Setting the Pace for Auto Video Marketing

Now, the first race between two self-powered vehicles over a prescribed route was held back in 1867, shortly after automobiles had been invented. And many of the earliest events were effectively reliability trials, which were aimed at showing potential customers that these new machines were a practical mode of transport. But, they soon evolved into an important way for competing auto brands to demonstrate the superiority of their products. Will the lead change again next month? Well, we’ll to watch this race closely – because it’s just getting started.