As of 3pm EST on Super Bowl Sunday 50 brands and 84 teasers have amassed over 404.5 million digital views. 184mm of those came from Facebook this year. And just over half (117.1 million) of the remaining 220.5 million on YouTube were organic, or unpaid.
Pre-Super Bowl Tallies
- As of 3pm EST on Super Bowl Sunday 50 brands and 84 teasers have amassed over 404.5 million digital views. 184mm of those came from Facebook this year. And just over half (117.1 million) of the remaining 220.5 million on YouTube were organic, or unpaid.
- There was a huge jump in social activity in the final 48 hours with 3.7 million social actions explicitly related to Super Bowl 50 ads and teasers across Facebook, Twitter, YouTube (likes, comments, tweets, shares, etc). That is a jump of over 2mm since Friday.
- Pokemon, Hyundai and Heinz generated the most organic digital activity (details below), while Doritos, T-Mobile, Bud Light and Amazon each deployed different tactics to gain reach and some momentum heading into the big game.
- On TV: An estimated $12.44 million has been spent on 3,207 national ads . All told, paid and earned television airings of Super Bowl ads and teasers have amassed 404.5 million TV impressions. Bud Light (104.2 million) is owning the lion’s share of the impressions.
- There were a handful of saturday releases: from Advil, GoPro, Paramount Pictures – Teenage Mutant Ninja Turtles, Walt Disney Pictures – Jungle Book
- TV Stickiness/Performance: Of the 25 ads and teasers that have aired during commercial breaks, Wix’s “Kung Fu Panda Discovers the Power of Wix” teaser has the highest average view rate at 95.9%. Collectively, Super Bowl 50 ads and teasers have an average view rate of 80% so far.
- T-Mobile’s “Restricted Bling” featuring Drake has benefitted from the social reach of its star and paid promotions on Facebook, Twitter and YouTube to generate an estimated social reach of 173 million.
- The race for online views is being led by Hyundai (52.3 million), Budweiser (29 million) and Wix (27.9 million), all of which are investing in getting their ads seen on YouTube and Facebook. Of the 404.6.8 million views so far for all Super 50 ads and teasers, iSpot.tv estimates 117.1 million are organic or unpaid. Of note, Hyundai has spent to generate 33.9 million views on this teaser.
- Hyundai’s bet on ‘First Date’, featuring Kevin Hart is paying off, with 4.5mm of 9.7 million (earned) views and 87.2k of 236.5k of social actions explicit to this ad coming in the last 24 hours (noon EST) for a total social reach of just over 52.8 million
- Earned TV impressions before ads are inserted: Some Super Bowl 50 ads and teasers, despite not running in paid ad slots, have generated significant impressions from replays on news and entertainment programs. Before paying to officially air an ad on national TV, Amazon Echo has generated 10.8 million TV views, followed by Audi (10.3 million), SoFi (9.7 million), TurboTax (9.7 million), Hyundai (9.4 million), and MINI USA (8.8 million).
Top Three Super Bowl Spots Ranked by Organic Views and Social Actions
Pokemon’s (Extended Pre-release) 15.8mm organic views and 358k social actions have generated a social reach of 70.2mm, and 5.1 million TV impressions despite not spending on television.
Hyundai’s bet on ‘First Date’, featuring Kevin Hart is paying off, with 4.5mm of 9.7 million (earned) views and 87.2k of 236.5k of social actions explicit to this ad coming in the last 24 hours (noon EST) for a total social reach of just over 52.8 million.
Heinz Weiner Stampede, with its 4.3 million earned views (10.2mm overall) and 519k social actions explicitly tied to that creative has been a steady gainer.