Top 2017 Super Bowl Commercials

Download the Full Report   Detailed analytics for every Super Bowl commercial

Super Bowl LI had more advertisers than any other Super Bowl of the last four years and ad spend reached a record high, with an estimated $493 million spent on game day. An increase in Total Online Views and Social Impressions coincided with a large number of brands waiting until game day or just before to release their ads, breaking away from the airing early strategy of the past few years.

Media Measurement




Total Spots


Brand Spots


Show Promos

121,951,490   Online Views

8,057,701,741   TV Ad Impressions

3,634,650,377   Social Impressions


90.01%   Average View Rate

From TV screens

2,374,883   Social Actions

38,738,039   Earned Online Views


35-54   Primary Age

From social chatter

f 63%   m 37%   Gender

From social chatter

86% positive   Sentiment

From social chatter

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Digital SOV: The percentage of Social Actions and Earned Views gene-rated by the spot compared to all others. This is the primary measurement used to rank the performance of the ads.
Social Impressions: The total impressions generated by Facebook posts and Tweets talking about the spot as estimated by the number of followers and friends of each poster.
Social Actions: The total tweets (shares & mentions); Facebook posts, likes, shares and comments; YouTube votes and comments; votes and comments.
Online Views: The total online plays tracked on YouTube, Facebook and, and including both earned and promoted views.
Earned Online Views: The est. number of views, out of the total Online Views, where a user made a conscious and explicit decision to view the spot.
Promoted Views: The est. number of online views, out of the total online views, where the view likely resulted from promoted activities by the spots within this spot, such as paid pre-rolls on spots for the selected criteria.
Average View Rate: The average view rate across all views of an ad. The average view rate is only calculated on impressions that are viewed from the beginning of the ad.
TV Impressions: The total impressions including paid and earned impressions (before, during and after the Super Bowl).
Live Impressions: A national ad which was viewed during live linear television broadcast.
Time-Shifted: A national ad which was viewed on delay, via DVR or on demand after the original broadcast.
Gender: The percentage of males vs. females that interacted with the spot online, as measured by tweets and Facebook posts.
Primary Age: The primary age group that interacted with the spot online, as measured by Facebook interactions.
Sentiment: The overall percentage of interactions that had a positive sentiment, as measured by the sentiment of Facebook posts and online video votes.