Ad Winners & Losers
Adweekâ€™sÂ top 5 commercials from Super Bowl 50:
USA Todayâ€™sÂ â€œAdMeterâ€ winners:
- Hyundai â€œFirst Dateâ€
- Heinz â€œWeiner Stampedeâ€
- Doritos â€œUltrasoundâ€
- Doritos â€œDogsâ€
- Hyundai â€œRyanvilleâ€
In addition to the massive TV audience, Super Bowl commercials also generated 476 million online views, according toÂ iSpot.TV.Â Â On Super Sunday alone, the spots drew 62.4 million online views.
As for the broadcast, how did CBS do? Â Sports Illustrated offers a breakdown of the networkâ€™s broadcast performance. Â ClickÂ hereÂ to read the story.
Social Media Winners & Losers
One way to determine the effectiveness of Super Bowl ads is the reaction through social media channels. Â Commercials that generate a lot of online activity are often considered a â€œwinâ€ by most standards, but sometimes that buzz can be to the brandâ€™s detriment. Â This yearâ€™s biggest brand losers, based on social media response, appear to be the drug companies. Â Ads about constipation apparently donâ€™t resonate with Super Bowl viewers.
Overall, how do we determine the value of an advertisement through social media channels? Â ForbesÂ published the â€œeValueâ€ rankings determined by Engagement Labs, a social media analysis firm. Â The system measures social media response to determine its impact and then assigns a grade to each ad. Â According to its rankings, TurboTax, Avocados from Mexico and Pokemon all earned the highest grades via Facebook, Twitter and Instagram engagement.
Overall,Â iSpotTVÂ declared Hyundai the overall brand winner on Super Bowl Sunday, with 13% of â€œearned digital activityâ€, 130,000 social actions and more than eight million online views. Â However,Â PR agency WE used its â€œBrand Agility Indexâ€ to crown Heinz as the clear Super Bowl 50 winner becauseÂ because it was the most viewed and created the most engagement in terms of conversation by volume.
45% of advertisers included hashtags in their advertisements this year, down just slightly from the 50% of commercials that featured a hashtag last year. Â Marketingland.comÂ has the full breakdown through their annual #Hashtagbowl social media scoreboard. Â ClickÂ hereÂ to see the results.
One CLEAR Winner
On Twitter, it is clear that the real winner of the Super Bowl from a social perspective is Esurance. Â They were the most-mentioned brand during the Super Bowl but didnâ€™t need to spend $5 million on a commercial during the broadcast to engage fans (they did run pre and post-game spots). Â Instead, the brand managed to engage fans through a sweepstakes promotion, one of the few companies to hold a â€œcontestâ€ this year. Â By strategically positioning the sweepstakes promotion in a pre-game ad spot, Esurance brilliantly set themselves up to build engagement throughout the game. Â According toÂ Adweek, the brand was generating 9,000 tweets through the first quarter alone.
Sponsors Score Too
Score one for Adidas. Â Broncosâ€™ defensive star Von Miller became one of the gameâ€™s biggest stars with an amazing performance throughout the post season, capped off by capturing the Super Bowl MVP award, doing so while wearing Adidas.
All of Peyton Manningâ€™s sponsors also scored big, but perhaps none more than Budweiser. Â In a somewhat bizarre In a post-game interview with CBSâ€™s Tracy Wolfson, the star QB said he planned toÂ â€œdrink a lot of Budweiserâ€ to celebrate the Super Bowl victory. Â But hereâ€™s the catch. Â Budweiser didnâ€™t pay Manning for the shout outâ€¦a shout out that carried aÂ reportedÂ $3 million plus in media value.
Meanwhile, Cam Newtonâ€™s ascension to one of the leagueâ€™s best players (and MVP this year) has also made him one of the most marketable. Brands like Gatorade, Under Armour and Beats by Dre have most certainly benefited all season from their affiliation with the star quarterback. Â Unfortunately for those same sponsors, Camâ€™s post-game interview has become a lightning rod for criticism. Â As a result, they missed out on a great opportunity for added exposure. Â So while Peyton Manning went the extra mile to provide added visibility for the brands he represents, Cam failed to recognize the importance of positive brand support and the role he plays as an ambassador.