The Super Bowl is over – talk about stating the obvious, right? The Patriots rallied to beat the Falcons, Tom Brady won MVP and Lady Gaga soared to new heights during the halftime show. The commercials tugged at our emotions, made us laugh, touched on some politics and had us planning our next trip to our local move theater. We’ve talked about them, analyzed them and voted on the best advertisers. All in all, the Super Bowl, and everything that comes with it, is old news. However, there are still good lessons to be learned from the brands that invested an estimated $5 million to place a 30-second commercial during the big game.
I’ve read numerous articles about which commercials scored a touchdown and which fumbled, but one of the articles published by Ad Age stood out among the rest. Ad Age, in partnership with iSpot.tv, ranked the top 10 Super Bowl commercials by digital share of voice. The rankings gave particular weight to earned online views and social impressions (including mentions and shares). We outline the top three ads below. You can see the full list here.
#1 Netflix: Stranger Things Season Two: 1984
Digital Share of Voice – 11.78%
TV Ad Impressions – 69,202,905
Earned Online Views – 935,390
Social Impressions – 643,279,691
#2 Budweiser: Born the Hard Way
Digital Share of Voice – 11.19%
TV Ad Impressions – 74,498,203
Earned Online Views – 6,437,197
Social Impressions – 142,734,184
#3 Mr. Clean: Cleaner of Your Dreams
Digital Share of Voice – 7.22%
TV Ad Impressions – 72,679,829
Earned Online Views – 2,046,197
Social Impressions – 174,323,752
In total, iSpot found that the 65 brands who advertised during Super Bowl LI earned more than 36 million total online views and 4.4 billion social impressions and counting. The takeaway? By engaging audiences on more than one channel, advertisers were able to spread their message far beyond the 30 seconds their commercials aired on TV. The proof is in the pudding: If you want to maximize your marketing ROI, you must think beyond individual tactics and instead focus on the whole marketing ecosystem.