Which Advertiser Won The Super Bowl?

February 07, 2018

During Super Bowl LII forty-three campaigns from thirty-nine advertisers were tracked, which resulted in 55 million video views online on game day alone. In addition to the official TV spots that aired, advertisers uploaded more than 260 pieces of video content online. All of this data was tracked using the True Reach® insights platform

Celebrities Help Brands Garner Attention This Year

In total, the forty-three advertising campaigns that aired during Super Bowl LII represented over 464 million video views and 7.5 million social interactions (comments, likes, and shares) across the internet by end of day Monday after the game. Of those 464 million views, over 19 million were social views, views that occurred on user-generated video content such as copies, spoofs, and commentary.

Of the forty-three campaigns, fully 21 featured a celebrity and those 21 campaigns represented nearly three quarters of the total Super Bowl LII True Reach® views online. Furthermore, these 21 campaigns were responsible for 93% of the total Super Bowl LII social views.

Tourism Australia Wins The Internet

Tourism Australia resurrected Crocodile Dundee playing on international perceptions of Australia with a fake movie trailer, featuring stars including Chris Hemsworth and Danny McBride. The campaign ranked in the number one slot according to True Reach® insights garnering over 58.1 million views, 6.6 million social views and over 1.4 million social interactions.

The Top Ten Brands Represent Two Thirds Of All Video Views

Leading brands were responsible for the majority of the total video views online. The top ten campaigns alone captured over 300 million views by the Monday morning after the game. In the top ten list are Tourism Australia, Amazon, Doritos / Mountain Dew, Budweiser, Bud Light, Pringles, Groupon, Michelob Ultra, Intuit and Stella Artois.