Pokémon’s "Train On" and Hyundai’s "First Date" had the best online performance during the Super Bowl, according to an exclusive study of game-day spots conducted for Campaign US by video analytics firm VizSense.
VizSense ranked the overall social media network reach of Super Bowl commercials on Twitter, and the YouTube views of the ads in the first 12 hours since the start of the game on Sunday evening. Pokémon's "Train On" and Hyundai’s "First Date" were the only ads to appear in the top five rankings of both metrics.
VizSense calculated network reach by the number of times the video clip was posted on Twitter and re-tweeted between 6 p.m. EST Sunday and 6 a.m. EST Monday. (Duplicate tweets from the same account were excluded.) The number of YouTube views included the number of times the video was played on YouTube.com as well as the number of times the YouTube video was embedded, linked or streamed for at least 30 seconds on any social media platform or website.
The Pokémon ad, created by Omelet, Los Angeles, had a network reach of 73,808,145 and 17,302,258 YouTube views. Hyundai’s "First Date," starring comedian Kevin Hart, came in third in network reach, with 29,908,985, and fourth in YouTube views, with 11,751,879.
The top-viewed spots on YouTube weren’t necessarily the most shared on Twitter. Hyundai’s suspenseful commercial "The Chase" was the most viewed on YouTube, with 18,069,329 hits, but it didn’t rank in the top five according to network reach. Both Hyundai ads were created by Innocean.
Two spots from veteran Super Bowl advertiser Anheuser-Busch made the top of the list for network reach, Budweiser’s "Give a Damn," starring Helen Mirren and created by Anomaly, and Bud Light’s "Bud Light Party," starring comedians Amy Schumer and Seth Rogen, from Wieden + Kennedy. The "Give a Damn" PSA against drunk driving came in second for network reach, with 70,736,596, and "Bud Light Party" came in fifth overall with 15,493,970. Neither spot, however, made the top ten list of most-viewed Super Bowl 50 ads on YouTube.
|Budweiser/"Give a Damn"||:60||70,736,596|
|Bud Light/"Bud Light Party" :||:60||60,15, 493,970|
|MINI USA/"Defy Labels"||:30||17,205,151|
The online content monitoring platform kept track of 65 Super Bowl spots aired throughout the game on Sunday, which were viewed over 171,388,293 times combined on YouTube, and had a total network reach of more than 268,842,955 up until Monday morning.