- The Super Bowl is a big stage for advertisers, but not all commercials are created equal.
- Business Insider crunched data from Brandwatch, iSpot and Realeyes to determine which ads were creating the most buzz leading up to Super Bowl Sunday this weekend.
There’s no stage as big as the Super Bowl when you’re an advertiser — if you can afford the hefty $5 million price-tag for a 30-second commercial, of course.
But the Super Bowl is a mixed bag when it comes to ads, and not all are created equal. Some ads are funnier, wackier or more emotional than others, and grab the audience’s attention even before they hit the TV screens on the big game day.
Business Insider crunched data from social media measurement company Brandwatch, iSpot and AI-powered measurement company Realeyes to get a sense of which ads were winning over the majority already and creating the most buzz leading up to Super Bowl Sunday this weekend.
We looked at Brandwatch’s tally of social mentions on Twitter, Facebook, Instagram and Reddit over the past two weeks; and iSpot’s earned media view metric as well as digital share of voice metric, which measures the noise an ad made compared to others, factoring in likes, shares, views, comments, tweets and retweets on Facebook, YouTube, Twitter, and search.
Realeyes, on the other hand, used AI and facial recognition technology to measure the attention levels and emotional reactions of 150 US consumers to Super Bowl ads, combining them to give ads scores out of 10.
The list is by no means comprehensive, but here’s what we found, in no particular order:
This year’s game will be broadcast on CBS at 6.30 p.m. ET, Sunday, February 3.
Pepsi’s self-depracating ad for its flagship product featuring Lil Jon, Steve Carell and Cardi B has gathered over 46,000 social mentions according to Brandwatch, and scored 9.37 out of 10 on Realeyes’ survey. But it has just about 500,000 earned views, according to iSpot.
"Pepsi has reaped the benefit of not only having a Super Bowl commercial, but for sponsoring the halftime show, too," said Kellan Terry of Brandwatch. "Pepsi has also benefited from the popular media narrative of entering Atlanta which is a ‘Coca-Cola town.’"
Watch the ad below:
Budweiser’s environmental play set to the tune of Bob Dylan’s "Blowin’ in the Wind" that touts Anheuser-Busch InBev’s use of wind power in its brewing operations has struck a chord.
It has around 4,000 mentions according to Brandwatch and a digital share of voice of 11.6% according to iSpot, with over 20 million online views and 43 million social impressions. But it is ahead of all brands when it comes to earned media views, totaling nearly 14 million.
It scored 9.06 points out of 10 in Realeyes’ tally.
Watch the ad below:
The Kraft-Heinz brand’s food porn-inspired spot is also emerging as a fan favorite.
It scored 9.18 out of 10 by Realeyes and has more than 3,800 mentions, according to Brandwatch. It also has had more than 11 million online views and over 31 million social impressions, amounting to a digital share of voice score of 4.4%, according to iSpot.
Here’s the ad:
- We chatted with a veteran ad director with more than 80 Super Bowl commercials under his belt. Here’s why he thinks Super Bowl ads today ‘stink.’
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Source: Business Insider