Advertising during the 2014 Super Bowl saw a 29 per cent drop in the number of shares they received, while shares of branded videos fell by almost 25 per cent last quarter, despite overall sharing rising by 22 per cent over the last 12 months.
The research, published today (24 April) by marketing technology company Unruly, also showed that FMCG/CPG and charities/ non-profits were the only sectors to increase their share of voice in the first quarter of 2014.
Meanwhile, shares of video ads from tech and autos brands dropped by 56 per cent and 45.8 per cent respectively.
Unruly’s insight director Ian Forrester said: “This year’s dip in shares of Super Bowl ads - the first time it has ever happened - shows it’s not enough to focus solely on making quality content. Savvy brands entertain consumers with engaging content but must also focus on optimizing distribution to make the most of their $4 million+ investment in advertising during the Super Bowl. Simply airing an ad during the Super Bowl is not enough to trigger online success.
“Overall sharing over the last 12 months is up, which shows that more and more people are sharing branded content. Plus, despite only being a few months into 2014, we have already seen some standout campaigns."
The main reason for the drop was the "lackluster" performance of brands during the Super Bowl 2014. It’s the first time online shares of advertisements aired during the Super Bowl have decreased year on year.
That’s despite Budweiser taking the crown for the most shared Super Bowl ad for the second year in a row. The dominant performance of “Puppy Love”, together with its commercial “A Heroes’ Welcome”, helped the beer brand overtake Volkswagen to become the most shared Super Bowl brand of all time.
Forrester added: “Videos like ‘Devil Baby Attack’, show that movie companies can have a lot of online success by trying something different to the tried-and-trusted movie trailer format, and the success by charities such as Save The Children and Coordown demonstrate what can be achieved by brands large and small with the right social video strategy.”
Entertainment was the strongest sector, attracting 47.2 per cent of the total number of shares of branded videos.