The 2019 Oscars: Nike Wins in Digital Share of Voice

Note: data below is as of 3:30pm ET Monday, Feb. 25. Numbers may be updated as new information becomes available.

As Hollywood celebs rubbed elbows on the red carpet and settled into their seats at the Dolby Theatre in Los Angeles, brands were also gearing up for a big night of glitz and glam. We took a look at advertising highlights from the night, including which brands captured the biggest digital share of voice* (DSOV).

Nike’s “Dream Crazier” was by far and away the leader in DSOV, owning 42.69%, with a spot starring (among others) Serena Williams, Simone Biles, Chloe Kim and Ibtihaj Muhammad that was a follow up to its Colin Kaepernick commercial from last fall.  

Top Five Ads Ranked by Digital Share of Voice (DSOV)

1. Nike TV Spot, ‘Dream Crazier’ – 42.69% DSOV  

2. Samsung Galaxy TV Spot, ‘The Future’ – 9.10% DSOV

3. McDonald’s Cheesy Bacon Fries Super Bowl 2019 TV Spot, ‘Fry Show’ Ft. Ken Jeong, J.B. Smoove – 7.41% DSOV

4. Google Pixel 3 TV Spot, ‘#HeyGoogle: Psycho’ – 6.38% DSOV

5. Google Pixel 3 TV Spot, ‘#HeyGoogle: Lady Bird’ – 5.76% DSOV

Other Advertising Highlights

Overall, 25 advertisers spent an estimated $132M on 51 spots that aired 68 times and generated over 1.2B TV Ad Impressions. In total, there was an estimated 38 minutes of commercials. ABC promoted its own properties for nearly 8 of those minutes, while Cadillac had the second highest air time (about 4 minutes).

Top Advertisers by TV Ad Impressions: ABC, Walmart, Cadillac, Verizon and Rolex

Top Advertisers by Spend: Cadillac, Verizon, Walmart, Rolex and Samsung Mobile

The spot with the biggest spend (est. $11 million): 2019 Cadillac SUVs TV Commercial, ‘Rise Above’ Song by Childish Gambino. The one minute ad aired three times during the show.

*digital SOV= a scoring of all earned views, actions and searches across YouTube, Facebook, Twitter, iSpot and search engines (Google, Bing, Yahoo), added up and weighted based on significance of action to a brand (a view or share > “like”). Can also be called digital activity rankings.

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