Most Super Bowl Ads Don't Go Viral
Most Super Bowl Ads Don’t Go Viral
Two Weeks After the Game, the Ads Drop Off the List, Replaced By Real Viral Campaigns
NEW YORK (AdAge.com) — This week’s chart is a testament to the power of TV. Now that the Super Bowl is a fading memory, so are many of the Super Bowl ads, meaning TV was the key driver of their popularity, rather than a groundswell of demand on the web.
This week, only four ads from last week’s Bowl-dominated chart remain: Doritos, Snickers, E-Trade and Google, while a fifth Super Bowl ad, from Bud Light, joins the list for the first time. Doritos came in at No. 1 with an impressive 5 million views, even though that’s a 73% drop from last week. Gone are many of the ads that generated heat around the game, such as Audi’s “Green Police,” Tim Tebow’s Focus on the Family ad and Motorola’s Megan Fox ad.
But while ads from the big game fade, some of the more durable viral campaigns are returning to the list, a testament to their lasting power. It’s the difference between a surge in audience powered by marketing and exposure from a big event, and a sustained viral campaign, powered by social media and marketing.
Just look at who’s returned to the list: Evian’s rollerskating babies are back, of course, for their 31st week in the top 10. Also back are Microsoft’s “Project Natal” with 35 total weeks in the top 10, and DC Shoes’ “Gymkhana,” which has hung on for 34 weeks.
Old Spice’s “The Man Your Man Could Smell Like” also made the list for the first time. It will be interesting to see if that ad has staying power, or if the humor starts to go stale.
Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot 1 1 Doritos Crash the Super Bowl 2010 Goodby, Silverstein & Partners 4,871,317 -73% 2 New Old Spice The Man Your Man Could Smell Like Wieden & Kennedy 1,660,063 New 3 2 E-Trade E-Trade Super Bowl 2010 Grey 1,378,361 -60% 4 Back on Chart Evian Live Young BETC Euro RSCG 1,232,441 Back on Chart 5 New Puma HardChorus Droga 5 762,436 New 6 3 Snickers Pick Up Game BBDO 737,857 -78% 7 7 Parisian Love In-house 649,998 -78% 8 New Bud Light Bud Light Super Bowl 2010 Cannonball; DDB; Palm + Havas; Momentum 547,043 New 9 Back on Chart DC Shoes Gymkhana Two Mad Media 425,267 Back on Chart 10 Back on Chart Microsoft Xbox Project Natal World Famous 411,585 Back on Chart Source: Visible Measures
*The Visible Measures Top 10 Viral Video Ad Campaigns Chart focuses on brand-driven viral video ads that appear on online-video-sharing destinations. Each campaign is measured on a True Reach basis, which includes viewership of both brand-syndicated video clips and viewer-driven social video placements. The data are compiled using the Visible Measures Viral Reach Database, a constantly growing repository of analytic data on more than 100 million internet videos across more than 150 video-sharing destinations.
Note: This analysis does not include Visible Measures’ paid-placement (i.e., overlays, pre-/mid-/post-roll) performance data or video views on private sites. This chart does not include movie trailers, video-game campaigns, TV show or media network promotions, or public service announcements. View-count results are incremental by week.
**Indicates percent change in views compared with the same period the week before.
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