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The top 10 Super Bowl commercials of 2016 generated almost 2.9m fewer shares than in 2015.
This year the triumphant commercial on social media was shared 893,000 times, a sharp decrease from last year's top figure of 2.5m.
Why? Well, I think advertisers have failed to spot the winning formula of previous years.
Welcome to another edition of our regular US digital marketing stats round-up.
This week we’ll be covering Super Bowl 50 (obviously), mobile, emails, Valentine’s Day and much more.
Last weekend, well-heeled advertisers spent $5m for 30-second ads during Super Bowl 50.
With more than 110m viewers tuning in to watch one of the sporting world's largest single events, the justification is clear: Super Bowl ads deliver reach few other televised events can.
This weekend, a select group of brands with big bank accounts will spend big dollars on ads that run during what is arguably the biggest marketing event in sports, the Super Bowl.
But thanks to social media, savvy marketers can take advantage of the big game without spending millions of dollars on a Super Bowl ad by following these tips.
Stat's what people say, mmm-mmm.
It’s become tradition to open the stats roundup with an awful song-based pun.
Just in case you’re tempted to spend your entire advertising budget on hiring the biggest star names possible for your campaign – Timberlake, Tatum, Titchmarsh – think again. It’s probably a waste of money.
According to Unruly’s latest study, celebrities alone do not drive online ad sharing.
Went it comes to major televised events, such as the Super Bowl where advertising space is hotly contested, the indication of success is no longer viewing figures. It’s online shares.
Shares prove that a viewer has responded positively with an advert rather than passively catching it in the corner of their eye as they reach for more nacho cheese.
This year in particular saw very few viewers citing celebrities as a key driver of why they would share an ad, despite celebrities being out in force during Super Bowl 2014.
A lacklustre performance by advertisers at this year’s Super Bowl (29% year-over-year decrease) saw shares drop 24.2% from the previous quarter.
The average share rate (the percentage of people watching an ad who also shared it) dropped from 2.9% last quarter to 2.6%.
This is the first time that online shares of advertisements aired during the Super Bowl have decreased year-on-year.
These figures come from the latest Unruly Social Video Report, which analyses current social video advertising trends over the last three months.
It's a storm in a coke can.
The 2014 Super Bowl achieved a record breaking 111.5m viewers, making it the most watched event in USA history, just scraping past the 111.3m who watched the Super Bowl two years ago.
Of course the Super Bowl isn’t just about the football, it’s about the adverts. In fact much of what we read relating to the big game in the UK is mostly about the marketing: ‘it costs $4m per advertising slot’, ‘Scarlett Johansson and Soda Stream banned’, 'David Beckham and H&M gamble with t-commerce’ and one story involving Coca-Cola that you can’t have failed to notice…
Coca-Cola’s unveiling of the controversial ‘Big Game’ commercial that carries the hashtag #AmericaIsBeautiful, in which the traditional American song ‘America the Beautiful’ is sung in nine different languages: English, Spanish, Tagalog, Mandarin, Hindi, Hebrew, Keres, French and Arabic.
A predictable storm of protest followed from the Conservative quarters of the USA, with many right-wing pundits and politicians choosing to take the ad as a provocative blow to their ideals and all the things they perceive to be ‘American’.
Albeit one from the most famous, American corporation on the planet.
How has this controversy affected the brand? How does the advert itself stack up against the competition in terms of online sharing; a barometer of general opinion away from the political world?
Touchstorm has sent us over some data from its Super Bowl Video Scoreboard that tracks the #AmericaIsBeautiful controversy over YouTube, in terms of post-Super Bowl shares, comments and likes. But first, a little insight into the controversy...
It's Friday, and you know what that means... Stats!
This week it includes content marketing at the RFU, Christmas shopping, the Super Bowl, live chat on ecommerce sites, and online gambling.
And for more digital marketing stats, check out our Internet Statistics Compendium.
Scroll down to see the entire list, but first, here are the major stats.
According to Unruly’s Viral Video Chart, Budweiser’s ‘Puppy Love’ was the most shared ad of Super Bowl XLVIII with close to 1.4m shares so far. This makes it the sixth most shared Super Bowl ad of all time… so far.
The Anheuser–Busch InBev brand also took the second spot and has finally eclipsed Volkswagen as the most shared brand of all time. Although Volkswagen’s Star Wars themed ‘The Force’ still sits at number one in the top 20 most shared Super Bowl ads of all time chart.
This is the second year running that Budweiser has topped the table. Last year’s ‘Brotherhood' advert is currently the third most shared Super Bowl ad of all time, with 2.8m shares. 1.5m of which it achieved by Super Bowl Monday.
H&M is set to launch its entry into the nascent world of ‘television commerce’ during this Sunday’s Super Bowl.
The interactive, 30 second-long ad starring David Beckham will be screened during the second quarter of Super Bowl XLVIII and will allow viewers the chance to purchase the featured products via a Samsung Smart TV. It’s the first of its kind.
It’s an intriguing gambit and one that all marketers, advertisers and anyone with a keen interest in David Beckham running around in his underwear will be paying particular attention to.
If anything it’s certainly raising H&M’s profile ahead of the big game, where the biggest brands in the world fight for the attention of 108m viewers (2013 viewing figures) and can pay up to $4m for the privilege. In fact sneak previews of Super Bowl ads began to appear a couple weeks ago, such is the feverish building-up of anticipation.
H&M's experiment with t-commerce raises a few questions: Is H&M really the first to do this? What are the restrictions of t-commerce? Will t-commerce have a future?
Let's see if we can answer those questions here.
Its pre-game teaser time, with the YouTube channel Ad Blitz currently showcasing excerpts from some of the major brands’ 2014 Super Bowl adverts.
The Super Bowl itself (number XLVII for anyone counting or able to understand Roman numerals) doesn’t happen till 2 February, but that hasn’t stopped the hype machine from kicking into gear.
Last week I revealed the top 20 Super Bowl ads of all time according to Unruly and discovered that 60% of the most shared ads of all time were launched before Super Bowl Sunday, thereby using word-of-mouth and early publicity to generate extra shares. In fact seven of the top 20 ads used teasers to build hype.
Marketers are clearly learning tactics from major film studios, where big event films can be teased a year or more before their release, even before a single piece of footage has been shot.