For the Most-Viewed Super Bowl Ads, Few Touchdowns on Facebook and Twitter

It’s pretty amazing when you think about it:  40 ads that ran during the Super Bowl have been viewed on YouTube more than 99 million times. That is almost 1 billion impressions. It’s daunting to try to imagine all the creative power that went into the ad-making and the subsequent zooming on the Internet as people viewed and shared the content.

But one company, PM Digital, has discovered that the ads with the most views on YouTube did not generate large increases in Facebook fans or Twitter followers, according to PM Digital’s Super Bowl Commercial Index. (Full disclosure:  PM Digital is a client of DiGennaro Communications, where I work.)

The PM Digital Super Bowl Commercial index measures Facebook Fans, Twitter followers, and YouTube ad views for 40 brands that had ads in the game. The index tracks changes in engagement on the three channels from Monday, January  30, through Monday, February 6.

My DGC colleagues and the folks at PM Digital have been analyzing the statistics this week. While the YouTube popularity of the Super Bowl ads is staggering, other numbers leave us wondering if the ads were a touchdown or a fumble. And we couldn’t help but think that full integration between traditional advertising and social media has a long way to go. “

Indeed, brands use Facebook and Twitter to engage with people, advertise to them, offer them promotions and drive transactions on an ongoing basis. While brands with the most-viewed ads should feel satisfied about their YouTube results, they have not by and large recruited new fans and followers, thereby foregoing chances to engage with people who have clearly shown an interest in entertaining, branded content.

Key findings from the PM Digital Super Bowl Commercial Index include:

  • Volkswagen, which led the Index in YouTube ad views, ranked #33 among the 40 advertisers in terms of Facebook fan increases. The German car maker had just a 1.58 % increase of from Monday, January 30 to Monday, February 6.
  • Chevrolet, whose ads were viewed more than 11.2 million times, saw relatively large increases in fans and followers:  5.77% increase in Facebook fans and 14% increase in Twitter followers. The large Twitter increase is likely due to the company’s pre-game Twitter contest.
  • The 10 most-viewed ads on YouTube had lower-than-average % increases in Facebook fans;  the average fan increase was 12.28%. It should be noted that most brands saw single-digit increases. Huge increases in fans for Taxact.com (117%), the movie Act of Valor (160%), and Bud Light Platinum (119%) drove the Facebook average up; These three advertisers were low on the YouTube scale.
  • Eight of the 10 most-viewed ads on YouTube had lower-than-average % increases in Twitter fans; the average was 5.53%.

 

YouTube Views, Facebook Fans and Twitter Followers

Advertiser

Ad Views

Facebook Fan % Increase

Twitter Follower % Increase

Volkswagen

18,081,000

1.58%

5.66%

Acura

16,395,557

3.31%

4.89%

Honda

12,470,027

2.77%

2.78%

Chevrolet

11,217,440

5.77%

14.01%

Audi

6,168,365

2.92%

4.10%

Hyundai

4,595,629

1.26%

2.22%

Bridgestone Tires

1,568,676

5.68%

1.30%

Toyota

3,566,117

6.88%

1.68%

Doritos

3,133,904

8.90%

4.91%

Pepsi

2,861,886

2.34%

0.17%

Top 10 Average

4.14%

4.17%

Average of All Ads

12.28%

5.53%

 

Sally O’Dowd is a VP and group account director for New York-based DiGennaro Communications, which specializes in B2B communications for media, advertising and entertainment companies. Previously, she worked in Paris as head of content and social media strategy at MSLGROUP, the 22-country PR and events network of Publicis Groupe. She has also held senior communications roles at Arc Worldwide/Leo Burnett and Razorfish, following a career in journalism and public affairs.