During Super Bowl 2014, Doritos aired the winning spots from its “Crash the Super Bowl” contest, its annual online competition where the winning commercials are selected to air during the Big Game. The Frito-Lay brand unveiled the winners: “Cowboy Kid” and “Time Machine.”
“Time Machine” currently comes in at first place as Doritos’ most engaging spot followed by “Cowboy Kid.” Since their Super Bowl debut, both commercials have been actively airing — mainly on FUSE, IFC and MTV2, throughout the year — though Super Bowl ads typically have a shorter lifespan. During Super Bowl 2014, Doritos spent an estimated $3.9 million to air each spot.
“Time Machine,” which has an iSpot.tv Effectiveness Rating of 9.8, gained 6.7 million online views. An Ad Effectiveness Rating measures how well a commercial does in comparison to other commercials in the same category. The average industry rating is 5.4 for spots within the same industry. Since Super Bowl 2014, Doritos has spent an estimated $12.8 million on “Time Machine” for nearly 4,000 airings across 32 networks. The majority of its online activity came from the Big Game itself, and has not seen a significant increase since.
The more popular spot online, “Cowboy Kid,” which has an Effectiveness Rating of 9.7, generated more than 11 million online views. After its first airing during Super Bowl XLVIII, Doritos continued to spend heavily throughout 2014 with an estimated $12.3 million for more than 5,200 national TV airings across 33 networks. The commercial saw a spike in online activity in the months leading up to the Super Bowl.
In anticipation of this year’s finalists, “Cowboy Kid” came in at second place for last week’s most engaging spots with 3.5 million online views within a seven day period. Dorito’s is ramping up audiences for what’s to come in February. The winner, or winners, will receive $1 million and a “dream job” at Universal. Finalists will be announced and voting will open Jan. 2015, setting the stage for the big reveal and an airing during Super Bowl XLIX.
Stay tuned to iSpot.tv as the countdown toward Super Bowl 2015 continues. For the very latest on Doritos and Super Bowl ads, check out iSpot.tv’s Super Bowl 2015 Ad Center.