Superbowl commercials: It’s not how you start it’s how you finish

While it seems most people have moved on from the Superbowl, I’m sticking with it. Monitoring YouTube engagement a couple of weeks down the line shows some interesting things are happening. Without the driver of TV, the engagement with ads is changing in notable ways. The chart below shows the growth in views, likes and dislikes over two weeks. For most ads, there’s a marginal increase in the number of views and an roughly equal increase in both likes and dislikes. But there are some notable exceptions.

  1. Mobile Strike Super’s Arnold’s Fight has seen a massive increase in views. On Feb 12th, it had 51% the views of the number one commercial (Hyundai’s The Chase). Now it is at 90% of it’s total views! That’s around a million more views while the Chase has risen just 200,000.
  2. Colgate’s Every Drop Counts has seen a massive 238% increase in views over the last two weeks compared to the average of 117% for all Superbowl ads.
  3. People are growing to dislike Pokemon. It’s seen a 114% increase in likes but a 172% increase in dislikes.superbowl.jpg
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