While Supercell’s “Clash of Clans” easily tops iTunes’ most downloaded free mobile game apps, the game developer just as easily leads with the most digitally engaging ads on iSpot. After being on hiatus since Super Bowl XLIX, Supercell returned mid-March with a series of ads that instantly became a viral hit watched by millions of viewers across iSpot.tv, YouTube and Facebook. Collectively, all four ads have reached more than 48 million online views.
During the week of May 11, Supercell released four new ads, three for “Clash of Clans” and one for “Boom Beach.” A few days later, all three “Clash of Clans” commercials dominated the week’s most engaging ads. In an industry where the average Ad Effectiveness Score is 6.3, the “Clash of Clans” spots reached a minimum score of 9.6. An Ad Effectiveness Rating measures how well a commercial does in comparison to other commercials in the same category.
On May 27, Supercell aired another commercial for “Boom Beach,” a fifth ad title “War Time Epaulets,” which rocketed to a 9.6 Ad Effectiveness rating and generated more than 1.4 million online views in a couple days.
The five ads are frequently seen across Spike, ESPN, Cartoon Network, MLB Network and NHL. Twenty-percent of the 126 national airings for “Balloon Parade” were on Spike. Interestingly enough, the majority of the five ads air often during episodes of “Cops” aside from also airing several times during “NBA Basketball,” “NHL Tonight” and “MLB Tonight.”
Supercell is the top brand leading iSpot.tv’s video game category, ahead of Machine Zone (“Game of War”) and King.com (“Candy Crush”).
Let’s take a look at how the new Supercell spots performed against each other:
Ad Effectiveness Rating: 9.7
Online Views: 28 million
National Airings: 214
Ad Effectiveness Rating: 9.8
Online Views: 12.5 million
National Airings: 128
Ad Effectiveness Rating: 9.8
Online Views: 11.3 million
National Airings: 126
Ad Effectiveness Rating: 9.7
Online Views: 1.4 million
National Airings: 14
Ad Effectiveness Rating: 9.1
Online Views: 108,983
National Airings: 358
Andrea Davis-Gonzalez