Super Bowl Commercial Index


The Super Bowl ads with the most views on YouTube did not generate large increases in Facebook fans or Twitter followers, according to PM Digital’s Super Bowl Commercial Index.

The index measures Facebook Fans, Twitter followers, and YouTube ad views for 40 brands that had ads in the game. The index tracks changes in engagement on the three channels from Monday, January 30, through Monday, February 6.

In all, the 40 ads have been viewed about 99 million times.

Indeed, brands use Facebook and Twitter to engage with people, advertise to them, offer them promotions and drive transactions on an ongoing basis. While brands with the most-viewed ads should feel satisfied about their YouTube results, they have not by and large recruited new fans and followers, thereby foregoing chances to engage with people who have clearly shown an interest in entertaining, branded content. (See chart below)

 

Click here to see the full index-> PM Digital's Super Bowl Commercial Index  

 

Key findings from the PM Digital Super Bowl Commercial Index include:

  • Volkswagen, which led the Index in YouTube ad views, ranked #33 among the 40 advertisers in terms of Facebook fan increases. The German car maker had just a 1.58 % increase of from Monday, January 30 to Monday, February 6.
  • Chevrolet, whose ads were viewed more than 11.2 million times, saw relatively large increases in fans and followers: 5.77% increase in Facebook fans and 14% increase in Twitter followers. The large Twitter increase is likely due to the company’s pre-game Twitter contest.
  • The 10 most-viewed ads on YouTube had lower-than-average % increases in Facebook fans; the average fan increase was 12.28%. It should be noted that most brands saw single-digit increases. Huge increases in fans for Taxact.com (117%), the movie Act of Valor (160%), and Bud Light Platinum (119%) drove the Facebook average up; even these three advertisers were low on the YouTube scale.
  • Eight of the 10 most-viewed ads on YouTube had lower-than-average % increases in Twitter fans; the average was 5.53%.

The PM Digital Super Bowl Commercial Index tracked the social stats for “Super Bowl Commercial Season”. Tracking started Monday January 30th, the day some advertisers started posting their ads to YouTube, and commencing Tuesday February 7th- giving time for those too wiped out from Sunday’s festivities to return to their computers and check out or vote for their favorite commercial.