Fun Facts about those Super Bowl Ads!  

This chart looks at the Top 10 Super Bowl ads of 2018 by total views online as of the Monday after the game.  The following list highlights top advertising brands across various metrics – with sources and links provided. Following that list is another with more audience-focused data. It’s worth noting that there’s no clear-cut winner by way of the following metrics – some seemed to do better in some areas than others…

• Most-viewed ad online: Australia’s “Tourism Australia Dundee” (more than 58 million views across top video platforms and websites as of the Monday after the game). The Tourism Australia spot was followed by Amazon’s “Alexa Loses Her Voice” (53.2 million) and Doritos and Mountain Dew’s “DORITOS BLAZE vs. MTN DEW ICE” (51.1 million). Source: Visible Measures.
• Top ad on YouTube: Amazon: “Alexa Loses Her Voice”. This ad topped the charts on YouTube’s AdBlitz (a hub where fans can watch ads), ahead of Bud Light’s “The Bud Knight” and Groupon’s ” Who Wouldn’t.” Amazon’s commercial also was the most-viewed on YouTube on the day of the game, as reported by Variety. Source: YouTube.
• Most effective ad: Toyota: “Good Odds” (EQ score of 6.1/10). The EQ score is used by Unruly to rank ads on their likely emotional, social and business impact, with “the intensity of emotions viewers felt while watching, brand favorability, authenticity and purchase intent” all also contributing. Toyota’s ad scored well for both authenticity and credibility, with 82% of viewers saying the content came across as authentic and credible. Toyota’s spot also achieved a brand recall of 70%. Budweiser’s “Stand By You” was the 2nd-most effective by EQ score (5.8), closely followed by “DORITOS BLAZE vs. MTN DEW ICE” (5.7). Unruly notes that brand recall for this year’s ads was higher than last year, with viewers tending to also find the ads authentic, credible and relatable. Source: Unruly.
• Best overall ad, per marketers: Amazon: “Alexa Loses Her Voice”. AdAge and Morning Consult teamed up to survey almost 4,000 marketing and advertising industry professionals, who gave the top overall rating to Amazon’s spot. Amazon’s commercial was deemed both the most “entertaining” and the most “effective,” though it only very narrowly beat out Budweiser’s “Stand By You” in the effectiveness rankings. Source: AdAge/Morning Consult.
• Top ad by digital share of voice: Doritos & Mountain Dew: Battle. This spot captured almost one-fifth (17.3%) share of digital voice on game day, with almost 73 million TV ad impressions, more than 1 million earned online views, and more than 78 million social impressions. It was followed in the rankings – which exclude movie trailers and show promos – by Amazon’s “Alexa Loses Her Voice” (12.5% share of voice) and NFL’s “Touchdown Celebrations” (11.3%). Source: iSpot.tv.
• Top brands by offline brand metrics lift: Netflix, Hulu, and Jeep. These were the only 3 brands among Super Bowl advertisers to place among the top 10 gainers in positive buzz (people who have heard positive things about the brand), word-of-mouth (brands that people have talked about with friends) and purchase consideration. Hulu was the top brand for lift in positive buzz, while the NFL led all with its increase in word-of-mouth, and Netflix emerged victorious in purchase consideration gains. Source: YouGov.
• USA Today Ad Meter Winner: Amazon: “Alexa Loses Her Voice”. The ad took the top ranking with an average rating of 7.18 out of 10, with the commercial proving particularly appealing to women (7.32), people with income of $100-150k (7.28) and those ages 50-64 (7.48). The NFL’s “Touchdown Celebrations to Come” ranked second in a virtual tie (7.18) with Amazon’s spot, favored again by women but finding more appeal among lower-income and older viewers. Source: USA Today.
• Brand with the most social mentions during the game: Tide. Tide easily generated the most online mentions in this report, with almost 164k social mentions during the Super Bowl, of which only 11k related to the #TidePodChallenge. The Mountain Dew and Doritos collaboration was second with 115.1k mentions. Source: Talkwalker.