The slow pace of brands releasing Super Bowl teasers via digital and/or linear platforms in '17 may have contributed to a lag for some key online ad metrics, according to analysis of data from iSpot.tv. As of 9:00am ET on Friday, just 32 brands had released an online version of what is expected to be their spot that runs around the game. Most noticeably, earned YouTube views are back to levels more aligned with '14, when brands tended to wait until later in the week to release creative, if at all. Around 39 other Super Bowl-related spots have run online that are not expected to run on TV. Of all the social media interactions produced by those 71 spots, the one that drove the most engagement was Wix.com's two-minute "Make Your Own Website" spot featuring actors Gal Gadot and Jason Statham.
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SUPER BOWL AD TOPLINE STATS FROM RECENT YEARS
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YEAR
|
BRANDS*
|
SPOTS
|
EST. AD SPEND*
|
SOCIAL
ACTIONS** |
EARNED
YOUTUBE VIEWS^ |
|
'17
|
32
|
62
|
$3.65M
|
714,020
|
20,045,912
|
|
'16
|
39
|
67
|
$9.84M
|
1,347,592
|
106,778,453
|
|
'15
|
38
|
100
|
$8.78M
|
897,106
|
50,932,346
|
|
'14
|
27
|
37
|
$8.07M
|
1,615,230
|
35,266,452
|
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SUPER BOWL SPOTS SEEING BEST ONLINE ENGAGEMENT
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|
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BRAND
|
DIGITAL SHARE OF VOICE
|
|
Wix.com
|
15.1%
|
|
Budweiser (A-B)
|
11.8%
|
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Mercedes-Benz
|
11.4%
|
|
T-Mobile
|
5.6%
|
|
Mr. Clean (P&G)
|
5.6%
|
NOTES: * = Through Feb. 3. ** = Interactions seen on Facebook, Instagram, Twitter. ^ = Earned views are those that happen when someone you know sends to you, or shares with you, a link to the video, and you watch it.
