Last year’s Super Bowl video ads attracted almost twice as many shares online as the previous year.
And 2014’s commercial extravaganza will be even bigger for sharing.
New data released this week by marketing technology platform Unruly found the number of video shares has grown 30 times in the last three years. The top 10 most shared ads from Super Bowl 2013 generated a total of 10.2 million shares across Facebook, Twitter and the blogosphere – an 89% increase from 2012 (5.4 million), and a substantial uplift from the 355,325 shares the top 10 commercials managed in 2010.
“The Super Bowl is no longer just about creating a compelling :30 TV spot that will be the talked about at the office on Monday morning,” says Unruly’s U.S president Richard Kosinski. “With more than 500,000 shares of branded video every 24 hours [source: Unruly Viral Video Chart], the Super Bowl offers advertisers a unique opportunity to efficiently extend the reach of their Super Bowl investment and generate excitement leading up to Super Bowl Sunday and beyond.”
“However, a lot of brands need to raise their game if they want to come away with a winner by making content that created a powerful connection with its online audience,” he adds. “Budweiser did just that in 2013. ‘Brotherhood’ really touched a nerve among its audience, who made it the third most shared Super Bowl ad of all time within just five days.”
To learn more about the prevalence and value of social sharing for Super Bowl ads, check out Unruly’s infographic shared below.