With a $5 million price tag for a 30-second commercial this year, being a Super Bowl advertiser is not for the budget-conscious marketer. However, thanks to social media, Super Bowl campaigns have changed and are no longer just focused on a commercial being shown during the television broadcast. They are now multi-channel in nature and can be initiated well before the game kicks off. This helps extend the value of the expensive media buy and the costs of producing a commercial.
From December 1 through February 5 (the day of the game), we tracked the social activity of 45 Super Bowl advertisers. We then used the Origami Logic platform’s search and tagging capabilities to find 909 marketing messages specifically related to the Super Bowl. We analyzed these messages to come up with a series of findings that can be found in our 2017 Super Bowl Marketing Engagement Report.
Here are some highlights from the report…
- Bud Light took the top spot and received the highest total social engagement score (combination of applause, amplifications and conversations) of any of the Super Bowl advertisers with their “Strike Gold” campaign.
- Recently Super Bowl advertisers have been using social media to start their campaigns well before game day and this is proving to be an effective approach. Messages posted on or before February 1 accounted for 46% of the total engagement, including ten of the twenty most engaged posts.
- While there is value in starting a Super Bowl advertising campaigns early, our analysis shows that the day of the game — Super Bowl Sunday — can still have a big impact. Many brands received over 90% of their total engagement on Sunday alone. 84 Lumber received the most engagement of any advertiser on the day of the game alone.
- For the third year in a row since we have been tracking Super Bowl advertising activity, Facebook was the source of the most engagement among the marketing platforms as they received 50% of the total. Facebook’s result, however, continues a downward trend, as they had 76% of the engagement in 2015 and 57% in 2016. The platform with the most significant gain this year was YouTube, which collected 22% of the total engagement.
To see the details behind all of our findings, get a copy of our Super Bowl Engagement Report.
You can download it here.