{"id":3030,"date":"2016-02-17T17:00:11","date_gmt":"2016-02-18T01:00:11","guid":{"rendered":"http:\/\/10.1.11.137\/blog\/?p=3030"},"modified":"2021-01-19T13:42:47","modified_gmt":"2021-01-19T21:42:47","slug":"tough-crowd-top-ads-grammys","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/tough-crowd-top-ads-grammys\/","title":{"rendered":"Tough Crowd, The Top Ads of the Grammys"},"content":{"rendered":"<p>Advertisers went all out in honor of music\u2019s biggest night. Monday\u2019s CBS broadcast of the 58th Annual Grammy Awards saw a turnout of 51 brands and 82 commercials. Overall, the ads earned close to 614 million <a href=\"https:\/\/www.ispot.tv\/hub\/launches-audience-impressions-view-rates\/\">TV impressions<\/a> and were watched, on average, 87% of the way through. Additionally,13 brands took the opportunity to debut new campaigns during the show, including two that blurred the lines between commercial and content.<br \/>\n<!--more--><\/p>\n<h2>A New Take on Advertising<\/h2>\n<p><a href=\"https:\/\/www.ispot.tv\/brands\/AA_\/intel\">Intel<\/a> and <a href=\"https:\/\/www.ispot.tv\/brands\/AfA\/target\">Target<\/a> took the nontraditional route for their Grammys advertising, with musical collaboration campaigns that not only embraced, but contributed to, the award show.<\/p>\n<h4><a href=\"https:\/\/www.ispot.tv\/ad\/Aqp6\/intel-haus-of-gaga-featuring-lady-gaga\">Haus of Gaga<\/a><\/h4>\n<div style=\"position: relative; width: 100%; padding-top: 56.25%; padding-bottom: 40px;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0; right: 0; left: 0; bottom: 0; width: 100%; height: 100%;\" src=\"https:\/\/www.ispot.tv\/share\/Aqp6\" width=\"300\" height=\"150\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<h4><a href=\"https:\/\/www.ispot.tv\/ad\/AqFq\/target-gwen-stefani-make-me-like-you-2016-live-grammys\">Gwen Stefani &#8211; Make Me Like You (2016 Live GRAMMYs)<\/a><\/h4>\n<div style=\"position: relative; width: 100%; padding-top: 56.25%; padding-bottom: 40px;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0; right: 0; left: 0; bottom: 0; width: 100%; height: 100%;\" src=\"https:\/\/www.ispot.tv\/share\/AqFq\" width=\"300\" height=\"150\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p>Intel partnered with <a href=\"https:\/\/www.ispot.tv\/brands\/Iff\/lady-gaga\">Lady Gaga<\/a> for her musical performance honoring <a href=\"https:\/\/www.ispot.tv\/topic\/musician\/k0H\/david-bowie\">David Bowie<\/a> and, in addition to contributing a heavy dose of intel technology-fueled special effects during the performance, also aired two ads starring Lady Gaga leading up to it. Despite their novelty, <a href=\"https:\/\/www.ispot.tv\/ad\/Aqp6\/intel-haus-of-gaga-featuring-lady-gaga\">\u201cHaus of Gaga\u201d<\/a> and <a href=\"https:\/\/www.ispot.tv\/ad\/AqEQ\/intel-collaboration-featuring-lady-gaga\">\u201cExperience the Lady Gaga + Collaboration\u201d<\/a> scored relatively low with earned engagement during the show, earning just 0.39% and 0.23% Digital Share of Voice, respectively.<\/p>\n<p>Target further pushed the boundaries of advertising by creating the first-ever live music video. The four-minute video featured <a href=\"https:\/\/www.ispot.tv\/topic\/musician\/Y6\/gwen-stefani\">Gwen Stefani<\/a> performing her song, \u201cMake Me Like You,\u201d on a Target-branded set. Despite promoting the Target exclusive edition of Gwen\u2019s new album, the ad hardly felt like an ad at all and prompted tweets like this one: \u201cRemember that time when one of the highlights of the #Grammys was a Target commercial?\u201d -@jbouvier<\/p>\n<p>But, similar to Intel, the ad\u2019s originality failed to translate into much digital engagement for Target; of the 82 commercials that aired, Target\u2019s placed 60th for Digital Share of Voice.<\/p>\n<h2>What Ad Actually Won With Audiences During the Grammys?<\/h2>\n<p>Interestingly, it was <a href=\"https:\/\/www.ispot.tv\/brands\/AqG\/pepsi\">Pepsi\u2019s<\/a> more traditional <a href=\"https:\/\/www.ispot.tv\/ad\/AOmF\/pepsi-super-bowl-2016-joy-of-pepsi-featuring-janelle-mone\">\u201cJoy of Pepsi\u201d<\/a> commercial that took home the award for most digital performance during the show. The ad first debuted during the Super Bowl, but has since aired over one thousand times and continued to be a strong performer. During the Grammys it came away with 18.7% Digital Share of Voice and a 91.8% Avg. View Rate.<\/p>\n<p>See the rest of the night\u2019s digital winners below.<\/p>\n<h2>Top 5 Most Engaging Ads of the Grammys<\/h2>\n<h4>1. <a href=\"https:\/\/www.ispot.tv\/ad\/AOmF\/pepsi-super-bowl-2016-joy-of-pepsi-featuring-janelle-mone\">Pepsi, \u2018Joy of Pepsi\u2019 Featuring Janelle Monae<\/a> Digital Share of Voice: 18.7%<\/h4>\n<div style=\"position: relative; width: 100%; padding-top: 56.25%; padding-bottom: 40px;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0; right: 0; left: 0; bottom: 0; width: 100%; height: 100%;\" src=\"https:\/\/www.ispot.tv\/share\/AOmF\" width=\"300\" height=\"150\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p>&nbsp;<\/p>\n<h4>2. <a href=\"https:\/\/www.ispot.tv\/ad\/Aqrc\/bud-light-lime-a-rita-art-museum-dance-party-song-by-nelly\">Bud Light, \u2018Art Museum Dance Party\u2019<\/a> Digital Share of Voice: 12.8%<\/h4>\n<div style=\"position: relative; width: 100%; padding-top: 56.25%; padding-bottom: 40px;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0; right: 0; left: 0; bottom: 0; width: 100%; height: 100%;\" src=\"https:\/\/www.ispot.tv\/share\/Aqrc\" width=\"300\" height=\"150\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p>&nbsp;<\/p>\n<h4>3. <a href=\"https:\/\/www.ispot.tv\/ad\/AZOT\/world-mastercard-go-from-everyday-to-priceless\">World MasterCard, \u2018Go From Everyday to Priceless\u2019<\/a> Digital Share of Voice: 12.3%<\/h4>\n<div style=\"position: relative; width: 100%; padding-top: 56.25%; padding-bottom: 40px;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0; right: 0; left: 0; bottom: 0; width: 100%; height: 100%;\" src=\"https:\/\/www.ispot.tv\/share\/AZOT\" width=\"300\" height=\"150\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p>&nbsp;<\/p>\n<h4>4. <a href=\"https:\/\/www.ispot.tv\/ad\/Aq6s\/university-of-phoenix-brain\">University of Phoenix, \u2018More Than Brains\u2019<\/a> Digital Share of Voice: 8.6%<\/h4>\n<div style=\"position: relative; width: 100%; padding-top: 56.25%; padding-bottom: 40px;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0; right: 0; left: 0; bottom: 0; width: 100%; height: 100%;\" src=\"https:\/\/www.ispot.tv\/share\/Aq6s\" width=\"300\" height=\"150\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p>&nbsp;<\/p>\n<h4>5. <a href=\"https:\/\/www.ispot.tv\/ad\/AqE9\/covergirl-plumpify-blastpro-pump-up-featuring-katy-perry\">CoverGirl, \u2018Pump Up\u2019 Featuring Katy Perry<\/a> Digital Share of Voice: 6.8%<\/h4>\n<div style=\"position: relative; width: 100%; padding-top: 56.25%; padding-bottom: 40px;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0; right: 0; left: 0; bottom: 0; width: 100%; height: 100%;\" src=\"https:\/\/www.ispot.tv\/share\/AqE9\" width=\"300\" height=\"150\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Advertisers went all out in honor of music\u2019s biggest night. Monday\u2019s CBS broadcast of the 58th Annual Grammy Awards saw a turnout of 51 brands and 82 commercials. Overall, the ads earned close to 614 million TV impressions and were watched, on average, 87% of the way through. Additionally,13 brands took the opportunity to debut&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":3033,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[184],"tags":[375,377,376],"ispot_product_categories":[],"acf":{"expiration_date":null},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/3030"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=3030"}],"version-history":[{"count":17,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/3030\/revisions"}],"predecessor-version":[{"id":10128,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/3030\/revisions\/10128"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/3033"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=3030"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=3030"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=3030"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=3030"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}