If the broadcast of Super Bowl 50 is anything like last year’s big game, a huge chunk—roughly half—of the views of Super Bowl ads will happen before the actual game. Whereas Super Bowl advertisers used to keep a very tight lid on their creative until the day of, now plenty of them release teasers and often even their actual ads in the weeks leading up to the game.
Super Bowl Digital Activity in 2015
Here’s how online views and digital activity (including tweets, social sharing, likes, etc.) stacked up in 2015:
Pre-Super Bowl Performance This Year
And here’s how the pre-Super Bowl advertising game is shaking out so far this year:
THROUGH 2/2:
37 brands have released 67 ads or teasers associated with Super Bowl 50. Nine new ads/teasers have been released yesterday: Amazon Echo, Apartments.com, Budweiser, Bud Light, KFC, T-Mobile, TurboTax, Skittles and Squarespace.
$8 million has been spent on 1,599 airings, 368 of which are in prime time. Those Super Bowl ads and teasers have racked up 204.1 million TV impressions so far. Some of the ads, despite not yet running in proper TV ad slots, have generated significant impressions from being shown, for free, on news and entertainment shows. Before paying to place an ad officially, for instance, SoFi generated 9.7 million unpaid TV views, followed by Snickers (4.6 million), Hyundai (4.4 million) and Wix.com (3.17 million).
So far Super Bowl 50 ads and teasers have run up 149.5 million total video views across Facebook, YouTube and iSpot.tv. Facebook views are at 75 million — up from 45.5 million at this point last year. Of the 74.9 million views on YouTube (down from 87.6 million in 2015), 52.3% of the views (39.2 million) were organic/earned, whereas last year over 80% were organic/earned.
Super Bowl 50 ads and teasers have prompted 693,600 social actions (likes, mentions, comments and tweets, across Facebook, YouTube and Twitter).
The most popular Super Bowl 50 ad so far is ‘Pokemon 20’ with 11.1 million organic video views and by far the most social actions (305.3k of 693.6k overall). It has also generated 3 million TV views.
Of the 7 Super Bowl ads that have aired during commercial breaks, Wix’s half time teaser is generating the highest view rates on TV — 95.5% https://www.ispot.tv/a/AtRP