Along with my class at the University of Nottingham, I’ve been looking at the recent Superbowl adverts. Not being American/interested in NFL, we were interested in the engagement with the YouTube videos of the ads rather than the broadcast versions. The Superbowl commercials are a microcosm of the best and most expensive creative executions. But do they drive audiences to engage with brands?
This is incredibly hard to measure, of course. But we can look at the social media stats for an indication. Looking at the viewing figures from the first week, it seems to me that there’s a real “superstar” economy at work in adverts. The few standout ads, really outperform the rest.
However, YouTube has a decent enough measure of the success of an ad – at least an indication that the viewer ‘likes’ it – through its like/dislike buttons. Generally, there’s a positive association at work between views and likes (indicated by the straight line on the graph below).
Put simply, the more times an ad gets watched the more times it gets liked. But this positive association is really driven by five standout performers who really drag things up. These, I would argue, are the superstars from the big game. They are (in order of most liked):
First Date: Hyundai
Coke Mini (Hulk vs. Ant-Man): Coca-Cola
Puppymonkeybaby: Mtn Dew Kickstart