Super Bowl 50 is nigh and the buzz is already building for what leading brands will do on the advertising front.
According to Amobee Brand Intelligence, a marketing technology company, Budweiser is the brand most associated with Super Bowl advertising in digital content engagement (December 16, 2015 – January 16, 2016). Amobee measures “digital content engagement” by what people are seeing, reading, interacting and engaging with on over 600,000 sites across mobile, video, web and social.
The interest in Budweiser makes sense: a recent TiVo survey determined that the company’s 2014 “Puppy Love” and 2015 “Lost Dog” were the top Super Bowl ads of all time.
Puppies will be noticeably absent from Budweiser’s commercials for 2016, but they will feature the classic Clydesdales horses.
Outside of Budweiser, Anheuser-Busch has three other “horses in the race.” According to Amobee, three other Anheuser-Busch brands - Bud Light, Shock Top, and Michelob Ultra – are among the top 10 brands generating pre-Super Bowl digital content engagement.
Below, more from Amobee on the brands generating the most buzz:
· While the brand is taking a break from the theme this year, after two straight years of incredibly successful puppy related Super Bowl ads, Budweiser is the brand most associated with Super Bowl Ad in digital content engagement between December 16, 2015 - January 16, 2016; indicating a high level of interest in what they’ll do next. It’s been confirmed that the Clydesdales horses will return but other than that this year’s concept remains a mystery. Meanwhile, in an anticipation of an ad reportedly starring Ronda Rousey, Amy Schumer, and Seth Rogen; Bud Light was 40% as associated with Super Bowls Ad in digital content engagement as Budweiser in the same time period. In fact, 4 of the 10 brands most associated with Super Bowl Ad in digital content engagement in the last month were Anheuser-Busch brands; with Shock Top 16% as associated with Super Bowl Ad as Budweiser and Michelob Ultra 14% as associated to Super Bowl Ad as Budweiser in digital content engagement.
· The brands not owned by Anheuser-Busch in the Top 10 are Doritos, Avocados From Mexico, Pepsi, SunTrust Banks, Snickers, and Squarespace. Between December 16, 2015 - January 16, 2016; Doritos was 36% as associated to Super Bowl Ad as Budweiser in digital content engagement; while Avocados From Mexico was 26% as associated; Pepsi, SunTrust Banks, and Snickers were all 17% as associated; while Squarespace was 16% as associated to Super Bowl Ad as Budweiser in digital content engagement.
· Since Doritos announced the finalists of their 10th and final Crash the Super Bowl contest, meaning looking at January 4-16; 14% of all digital content engagement around Doritos has been Super Bowl related. The final 3 ads in contention, feature dogs trying to find a way to buy Doritos in the supermarket, a pregnant women getting an ultrasound while the baby tries grabbing for Doritos, and a swiping dating app ad.
· On the heels of last year’s successful “First Draft Ever” Super Bowl spot; already between December 16 - January 16, 23% of all Avocados From Mexico related digital engagement was related to the Super Bowl. How important was last year’s Super Bowl ad to the brand? Looking at all of 2015; an amazing 36% of all digital content engagement around Avocados From Mexico mentioned the Super Bowl.
· With Pepsi sponsoring the Super Bowl Halftime show yet again; 8% of all Pepsi digital content engagement between December 16, 2015 - January 16, 2016 has been Super Bowl related. Coldplay and Beyoncé will be the halftime entertainment this year. Between November 22, 2015 - January 16, 2016; there have been 15K Tweets around the hashtag #PepsiHalftime, with Twitter sentiment 56% Positive, 43% Neutral, and 1% Negative around the hashtag.
Most Super Bowl Ad Associated Brands
Ranking of brands most associated to Super Bowl Ads in digital content engagement between December 16, 2015 – January 16, 2016.