World Cup ads outperform Super Bowl ads on social media before a ball has even been kicked

The World Cup has cemented its crown as the number one single sporting event in the advertiser’s calendar with the publication of research showing that the top 20 World Cup ads have already attracted a third more shares than the top 20 Super Bowl 2014 ads despite the former not even having kicked-off yet.

Compiled by marketing technology company Unruly the figures show that the World Cup ads have thus far attracted 6.9m shares across social media, 31.4 per cent more than the 4.7m notched up by the Super Bowl – even though those figures covered both the duration and aftermath of the match itself.

The World Cup figues have been given a boost courtesy of three adverts in particular; Activia’s “La La La”, Nike’s “Winner Stays” and Castrol’s “Footkhana” – which between them account for 59.6% of the total number of shares in the World Cup top 20.

The discrepancy between the events was further accentuated by a sub par performance by brands during the Super Bowl, where social media shares actually dropped by almost a quarter this year (24.2 per cent), the first time ever that a decrease has been registered.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.