The Big Game On YouTube - Think.storage.googleapis
The Big Game on YouTubeAdBlitz 10-Year Anniversary Report
While fans of the Super Bowl are excited to cheer ontheir favorite team, many people are just as excitedabout the ads. As YouTube AdBlitz celebrates its 10-yearanniversary, we take a look back to explore some of thetop ads over the last nine years, common trends, andpotential drivers for future growth.
WATCH TIME FOR TOP 20 SUPER BOWL ADS2008—2016The top 20 Super Bowl ads onYouTube, from the last nine years,have driven over 440M minutes ofwatch time — the estimatedequivalent of watching the BigGame over 1.8M times.*31245798101316611141718440M 12MINUTES OF WATCH TIME151.8M SUPER BOWLS1920Source: YouTube Data, 2008—2016, Global.*Estimate is based on a four hour game20082016
ADVERTISERTOP 20 SUPER BOWL ADS2008—2016Super Bowl ads releasedbetween 2008 and 2016on YouTube wereanalyzed and each rankedbased on their views inJanuary and February ofthe year in which theywere released.NAME OF ADRELEASEDCREATIVE AGENCYBudweiserBudweiser Super Bowl XLVIII Commercial — "Puppy Love"2014AnomalyClash of ClansClash of Clans: Revenge (Official TV Commercial)2015Barton F. GrafVolkswagenThe Force: Volkswagen Commercial2011DeutschBudweiser2015 Budweiser Super Bowl Commercial “Lost Dog” Budweiser #BestBuds2015AnomalyPokémon#Pokemon20: Pokémon Super Bowl Commercial2016OmeletMountain DewMtn Dew Kickstart: Puppymonkeybaby Super Bowl Spot2016BBDODuracellDuracell: Trust Your Power - NFL's Derrick Coleman, Seattle Seahawks2014Saatchi & SaatchiBud LightBud Light Super Bowl XLIX Commercial – Real Life PacMan #UpForWhatever2015Energy BBDOT-Mobile#KimsDataStash T-Mobile Commercial2015PublicisBMWBMW i3 2015 Big Game Commercial – Newfangled Idea2015KBSAcura"Transactions" Extended Version - 2012 Acura NSX Big Game Ad #JerrysNSX2012RPABud Light2014 Super Bowl XLVIII Ad "Ian Up For Whatever" Full Film Bud Light2014BBDOVolkswagen2014 Volkswagen Game Day Commercial: Wings2014ArgonautMcDonald'sMcDonald's: Super Bowl XLIX Pay With Lovin'2015Leo BurnettToyota"Wish Granted" Starring Kaley Cuoco [2013 Big Game Commercial] 2013 Toyota RAV42013Saatchi & SaatchiHyundaiFirst Date – Hyundai Super Bowl Commercial The Hyundai Genesis2016InnoceanRamOfficial Ram Trucks Super Bowl Commercial "Farmer"2013The Richards GroupSnickersSNICKERS - “The Brady Bunch”2015BBDOVolkswagenThe Dog Strikes Back: 2012 Volkswagen Game Day Commercial2012DeutschVolkswagenVolkswagen Game Day 2013 Commercial Get In. Get Happy.2013Deutsch
NEW SUBSCRIBERS FOR TOP 20 ADS’ BRAND CHANNELSTHE YEAR EACH AD WAS RELEASEDSuper Bowl ads often spark newinterest in participating brands.On YouTube, this is sometimesreflected in a spike in subscriptions.Among the top 20 Super Bowl adson YouTube (2008—2016), Februaryaccounted for nearly 30% of the totalnew channel subscribers the yeareach ad was released.FEB 30%of new subscribers added in FebruarySource: YouTube Data, 2008–2016, Global.
SHARE OF ADS RELEASED BEFORE GAME DAY 200%GROWTH 2008—2016The share of Super Bowl adsreleased on YouTube before gameday grew over 200% from 2008 to2016, due to a combination of moreadvertisers releasing their televisionspots early on YouTube as well thegrowing popularity of teasers.Among YouTube's Top 20 ranking,90% of the ads listed were releasedon YouTube before the Super Bowlthat year.2008Source: YouTube Data, 2008 vs. 2016, Global.20092010201120122013201420152016
VIEWS IN 2016Iconic ads continue to thrive onYouTube long past the moment.Old Spice's “The Man Your ManCould Smell Like” (2010), Ram's"Farmer" (2013) and GoPro andRed Bull’s “Red Bull Stratos - TheFull Story” (2014) garnered over 5Mviews in 2016.1.4M VIEWS IN 2016OLD SPICE/2010 TOTAL VIEWS: 53.6M 2M VIEWS IN 2016RAM/2013 TOTAL VIEWS: 20.8M Combined these ads have drivenover 92.5M lifetime views.1.7M VIEWS IN 2016GO PRO/2014 TOTAL VIEWS: 18.2M Source: YouTube Data, 2010–2016, Global.5M COMBINED VIEWS IN 2016
GROWTH OF SUPER BOWL AD VIEWERSHIPON YOUTUBE VIA TELEVISION SCREENS2015While fans turn to YouTube onmobile and desktop to watchSuper Bowl ads, they areincreasingly engaging with ads onYouTube on a third screen: theirtelevision. Viewership of SuperBowl ads on YouTube viatelevision screens has nearlytripled in the last year.2016NEARLY 3xYEAR-OVER-YEAR GROWTHSource: YouTube Data, 2015 vs. 2016, Global.
TOP 10 COUNTRIES BASED ON 2016 VIEWERSHIP& OVERALL INTERNATIONAL GROWTHOutside the U.S., Super Bowl ad viewershipon YouTube has grown over 28x since 2008.In 2016, the three countries outside the U.S.that watched the most Super Bowl ads onYouTube are the United Kingdom, Canadaand Russia.Some of the most popular Super Bowl adsinternationally included: “#Pokemon20:Pokémon Super Bowl Commercial,” CocaCola’s “Coke Mini (Hulk vs. Ant-Man),” andHeinz’s “Wiener Stampede - Extended Cut.”2016 RANKING1United States2United ia9Mexico10Spain 28xGROWTH FROM 2008—20162008 VIEWERSHIPSource: YouTube Data, 2008 vs. 2016, Global; YouTube Data, 2016, Global.2016 VIEWERSHIP
RAM/2013 TOTAL VIEWS: 20.8M GO PRO/2014 TOTAL VIEWS: 18.2M 1.4M VIEWS IN 2016 2M VIEWS IN 2016 1.7M VIEWS IN 2016 5M COMBINED VIEWS IN 20 16 Iconic ads continue to thrive on YouTube long past the moment. Old Spice's “The Man Your Man Could Smell Like” (2010), Ram's "Farmer" (2013) and GoPro and Red Bull’s “Red Bull Stratos - The
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