Super Bowl LIII generated an estimated $394 million in revenue for CBS and revealed several new trends in advertising. By the numbers, there were 54 advertisers that ran 93 ads from 6:30 PM EST until the end of the game, with 50.75 minutes of advertising. <\/p>\n\n\n\n
Attribution and\nSocial Interaction<\/strong><\/p>\n\n\n\n On Super Bowl Sunday, there were 73 million online ad views and 1.5 million social interactions, resulting in 3.4 billion estimated social reach. When the attribution window is extended to include the pre-game teaser ads, and end at noon EST on Monday, February 4, 2019, Super Bowl LIII generated 356.2 million online ad views and an estimated 7.8 billion in social reach.<\/p>\n\n\n\n A Clear Winner\nEmerged<\/strong><\/p>\n\n\n\n For advertisers, the clear winners were cause-related and heartstring-tugging ads. Although only 12 of\nthe 93 spots (13%) were cause or\nsocial-impact related, combined the ads captured over 42% of Digital Share of\nVoice (DSOV). Advertisers such as Verizon<\/a>,\nXbox<\/a>,\nThe Washington\nPost<\/a>, and Budweiser<\/a>\ngained significant attribution and social interaction with their\nadvertisements. <\/p>\n\n\n\n Other Themes and\nTrends<\/strong><\/p>\n\n\n\n Co-branding was another theme both on and off TV. Anheuser-Busch\nand WarnerMedia teamed up co-branding Bud\nLight and the final season of The Game of Thrones<\/a>. FCA sat on the\nsidelines for Super Bowl LIII, but co-branded online with Super Bowl\nadvertisers Avocados from Mexico, M&Ms, Pringles, Persil, DEVOUR foods, and\nAmazon to promote the Ram Heavy Duty pickup with the tagline, \u201cRAM will tow\nthat.\u201d<\/p>\n\n\n\n CBS increased the number of show promotions in Super Bowl LIII by 83% with 33 spots, compared to 18 spots run by NBC last year. Promotions were all-encompassing including content on the broadcast network<\/a>, streaming service<\/a>, premium cable channel Showtime<\/a>, and movie theater<\/a> entertainment.<\/p>\n\n\n\n While only 44% of ads that ran during Super Bowl LIII featured\ncelebrities, compared to 67% for Super Bowl LII, Amazon<\/a>\nincluded Forest\nWhitaker<\/a>, Harrison\nFord<\/a>, Ilana Glazer, Abbi Jacobson and identical astronaut twins\nScott and Mark Kelly in a single comedic spot. Pepsi<\/a>\nfeatured Steve Carell<\/a>,\nCardi B<\/a>, and Lil Jon<\/a>, Doritos<\/a>\nfeatured Chance the\nRapper<\/a>, Burger\nKing<\/a> played a 1982 movie clip featuring Andy Warhol, and the NFL<\/a>\nfeatured no less than 44 football legends in a 120-second\nspot.<\/p>\n\n\n\n Conclusion<\/strong><\/p>\n\n\n\n The Super Bowl remains a powerful tentpole event for advertisers. Integrated marketing that combines TV with digital assets is more important than ever, with many of the top performing ads containing clear calls to action to websites or social. To successfully combine these efforts, brands need a way to measure TV in a digital-like way to understand the causal impact of TV. For more insights and analysis, download the iSpot Super Bowl LIII Final Report. You\u2019ll get an in-depth analysis of the trends, critical numbers, and advertising winners from the big game. You can also visit the iSpot Super Bowl 2019 Ad Center<\/a> to see all of the ads from game day and review the Top 10 Super Bowl ads by Digital Share of Voice<\/a> on AdAge.<\/p>\n\n\n\n