Through early this morning, Super Bowl ads have generated more than 476 million online video views and 5.8 million social actions associated with the ads; this according to iSpot.tv, a real-time advertising measurement company that tracks paid, earned, and social media activity online surrounding ads.
Of the 62.4 million online views that iSpot.tv counted on game day, Facebook viewing accounted for more than half, and 20 million views that ran on YouTube were organic, or unpaid – showing the extended reach of ads that cost $5 million to run this year.
Mountain Dew’s PuppyMonkeyBaby drove the most social actions yesterday with 250,000, but the ad with the most social actions to date still belongs to Heinz’s Weiner Stampede.
PuppyMonkeyBaby will continue to drive attention in the coming days, but Hyundai was yesterday’s big winner. Below, the top brands of the day according to iSpot.tv’s data:
1. Hyundai was responsible for 13 per cent of earned digital activity on the day with 130k social actions and 4.7 earned/organic views (8.3 million total online views). The brand garnered an estimated 303 million social impressions helped by the likes of Kevin Hart and Ryan Reynolds.
Overall: Hyundai creatives generated over 502k social actions, 21.1 million earned views and 56.1 million total views overall with an estimated 390 mm social impressions .
2. Mountain Dew’s Puppymonkeybaby helped the brand close out the game in 2nd place, accounting for just over 12 per cent of all digital activity associated with Super Bowl 50. PMB generated 241k social actions, over two million organic views and 4.3 million views on the day.
Overall: The PMB ad rallied over 340k social actions, 7.1 million organic views, and 24.9 million total online views while gathering an estimated 283.8 million social impressions
3. T-Mobile ended the game in 3rd place, with over 11 per cent of the earned digital response from 237k explicit social actions and 1 million organic views and 7.9 million views overall on game day alone. The digital activities were driven by celebrities Drake and clever memes from Steve Harvey, which gave the brand an estimated 100 million social impressions.
Overall: The brand drove 736k social actions, 3.4 million organic digital video views and 36 million views overall. Drake social following boosted the brand, contributing significantly to the estimated social impressions of 289 million.
4. Budweiser finished a hair above Doritos with just over 5.37 per cent of the digital activity, which translates to 105k social actions, 878k organic video views and 5 million overall views on the day. The estimated 28 million social impressions on the day was well below the average of others in the top five.
Overall: Budweiser generated 453k social actions, 4.5 million organic video views and 30.9 million video views with its creatives.
5. Doritos accounts for 5 per cent of earned digital activity on the day, 117k social actions, 297k organic video views and 1.2 million overall views on the day across Twitter Facebook and YouTube.
Overall: Doritos generated 362k social actions, 2.2 million organic video views and 28.9 million views overall. The brand generated an estimated 115 million social impressions.
*Esurance hacked the Super Bowl with bumps at the beginning and end of the game, prompting an enormous social action campaign. More than 173k social actions (mainly tweets) connected to Esurance ads have been recorded today.