{"id":7617,"date":"2020-02-02T11:29:34","date_gmt":"2020-02-02T19:29:34","guid":{"rendered":"\/blog\/?p=7617"},"modified":"2021-01-19T06:42:34","modified_gmt":"2021-01-19T14:42:34","slug":"super-bowl-2020-pre-game-winners","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/super-bowl-2020-pre-game-winners\/","title":{"rendered":"Super Bowl Pre-Game Winners"},"content":{"rendered":"\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>Which Brands Won the Game Before the Big Game?<\/strong><br><\/p>\n\n\n\n<p style=\"font-size:18px\">Brands new and old have been <a href=\"https:\/\/www.ispot.tv\/hub\/super-tv-ad-insights-before-sundays-big-game\/\">plenty busy in the lead-up to Super Bowl LIV<\/a>, as ads this year have already generated:<\/p>\n\n\n\n<ul><li><strong>674 million<\/strong> views on TV<\/li><li><strong>284 million<\/strong> views on YouTube and Facebook&nbsp;<\/li><li><strong>674,000<\/strong> social actions<\/li><li><strong>307,000<\/strong> positive votes (versus 27,000 negatives)<\/li><\/ul>\n\n\n\n<p style=\"font-size:18px\">Notably, fewer brands and ads were live prior to the game this year compared to last year, though 2020\u2019s spots still received more TV impressions (and against less spend). The three consecutive years of declining ads before Sunday could be indicative of a change in approach from brands: trying to get back to the in-game surprises that once created water cooler conversation come Monday morning. However, the spike in online views could also just show an altered strategy emphasizing digital distribution in advance of the game instead.<br><\/p>\n\n\n\n<p style=\"font-size:18px\">You can check out a breakdown of pre-game advertising (TV and digital) dating back to 2015 (Super Bowl XLIX) below. And if you\u2019re interested in more NFL advertiser data, check out our reports around <a href=\"https:\/\/www.ispot.tv\/free-reports\/nfl-ad-performance-breakdown\">regular season ad performance<\/a> and <a href=\"https:\/\/www.ispot.tv\/free-reports\/nfl-regular-season\">business outcomes<\/a>.<\/p>\n\n\n\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>TV Ad Viewing Trends<\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-table is-style-stripes\"><table><tbody><tr><td><strong>Year<\/strong><\/td><td><strong>Ads<\/strong><\/td><td><strong>Brands<\/strong><\/td><td><strong>TV Spend<\/strong><\/td><td><strong>Airings<\/strong><\/td><td><strong>Primetime airings<\/strong><\/td><td><strong>TV Impressions<\/strong><\/td><td><strong>TV Attention<\/strong><\/td><\/tr><tr><td><strong>2015<\/strong><\/td><td>240<\/td><td>62<\/td><td>$32,987,723.00<\/td><td>6666<\/td><td>1222<\/td><td>N\/A<\/td><td>N\/A<\/td><\/tr><tr><td><strong>2016<\/strong><\/td><td>275<\/td><td>71<\/td><td>$33,725,681.00<\/td><td>7615<\/td><td>1519<\/td><td>1,925,927,248<\/td><td>90.299921<\/td><\/tr><tr><td><strong>2017<\/strong><\/td><td>257<\/td><td>65<\/td><td>$32,498,955.00<\/td><td>6389<\/td><td>1278<\/td><td>1,493,001,615<\/td><td>91.408942<\/td><\/tr><tr><td><strong>2018<\/strong><\/td><td>270<\/td><td>67<\/td><td>$44,677,703.00<\/td><td>16641<\/td><td>3156<\/td><td>3,891,486,650<\/td><td>92.748527<\/td><\/tr><tr><td><strong>2019<\/strong><\/td><td>204<\/td><td>55<\/td><td>$20,216,516.00<\/td><td>1204<\/td><td>289<\/td><td>459,198,776<\/td><td>93.380206<\/td><\/tr><tr><td><strong>2020<\/strong><\/td><td>180<\/td><td>49<\/td><td>$15,511,381.00<\/td><td>2327<\/td><td>369<\/td><td>674,082,009<\/td><td>94.953442<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"has-cyan-bluish-gray-color has-text-color\"><em>*Attention is a scoring for second-by-second interruption rates<\/em><\/p>\n\n\n\n<p class=\"has-cyan-bluish-gray-color has-text-color\"><em>**Screen level measurement not available in 2015<\/em><br><\/p>\n\n\n\n<p class=\"has-text-color has-large-font-size\" style=\"color:#77bd22\"><strong>Digital Engagement<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table is-style-stripes\"><table><tbody><tr><td><strong>Year<\/strong><\/td><td><strong>Online Views<\/strong><\/td><td><strong>Social Actions<\/strong><\/td><td><strong>Social Reach<\/strong><\/td><td><strong>Earned Views<\/strong><\/td><td><strong>Positive Votes<\/strong><\/td><td><strong>Negative Votes<\/strong><\/td><\/tr><tr><td>2015<\/td><td>206,359,592<\/td><td>2,513,924<\/td><td>99,884,380<\/td><td>156,580,549<\/td><td>202,091<\/td><td>33,182<\/td><\/tr><tr><td>2016<\/td><td>335,460,617<\/td><td>4,186,333<\/td><td>603,534,654<\/td><td>86,112,483<\/td><td>175,314<\/td><td>26,544<\/td><\/tr><tr><td>2017<\/td><td>221,408,554<\/td><td>2,030,808<\/td><td>616,874,925<\/td><td>96,383,004<\/td><td>232,220<\/td><td>100,302<\/td><\/tr><tr><td>2018<\/td><td>289,115,267<\/td><td>1,825,580<\/td><td>246,391,491<\/td><td>68,483,246<\/td><td>167,934<\/td><td>23,081<\/td><\/tr><tr><td>2019<\/td><td>193,325,609<\/td><td>557,095<\/td><td>2,774,163,341<\/td><td>87,171,096<\/td><td>137,045<\/td><td>25,113<\/td><\/tr><tr><td>2020<\/td><td>284,618,232<\/td><td>674,480<\/td><td>3,407,411,825<\/td><td>80,621,089<\/td><td>307,703<\/td><td>27,636<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"has-cyan-bluish-gray-color has-text-color\"><em>*Social actions include likes, shares, comments, votes across Twitter, YouTube, Facebook, iSpot explicitly against SBLVI ad content<\/em><\/p>\n\n\n\n<p class=\"has-cyan-bluish-gray-color has-text-color\"><em>**Reach is the estimated impressions derived from social shares of TV ads<\/em><\/p>\n\n\n\n<p class=\"has-cyan-bluish-gray-color has-text-color\"><em>***Digital listening isolates explicit mentions of TV ads&nbsp;<\/em><br><\/p>\n\n\n\n<p style=\"font-size:18px\">So who won the \u201cgame before the game\u201d when it comes to Super Bowl advertising? Amazon Echo certainly commanded a good deal of the online conversation (15.7% of digital share of voice), in part fueled by the star power of Ellen DeGeneres and Portia de Rossi, <a href=\"https:\/\/www.ispot.tv\/ad\/Zz0D\/amazon-echo-super-bowl-2020-teaser-temperature-featuring-ellen-degeneres-portia-de-rossi\">who appear together in one of the spots<\/a> airing during the game. Porsche, returning to the Super Bowl for the first time since 1997, grabbed its own share of the buzz with a <a href=\"https:\/\/www.ispot.tv\/ad\/Zz4V\/porsche-taycan-extended-super-bowl-2020-the-heist-t1\">heist-themed teaser<\/a> that conjures up images of the <em>Fast &amp; the Furious<\/em> franchise.<br><\/p>\n\n\n\n<div style=\"position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;\"><iframe style=\"position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;\" src=\"https:\/\/www.ispot.tv\/share\/Zz0D\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n<br>\n\n\n\n<p style=\"font-size:18px\">Pringles\u2019s decision to partner with <em>Rick and Morty<\/em> appears to have worked, as the show\u2019s dedicated fans have provided significant hype around the spot leaning on its <a href=\"https:\/\/www.ispot.tv\/ad\/Zuub\/pringles-super-bowl-2020-the-infinite-dimensions-of-rick-and-morty\">main characters and interdimensional travel<\/a>. Hyundai goes for a more traditional bit of star power &#8212; utilizing actors Rachel Dratch, Chris Evans and John Krasinski for a <a href=\"https:\/\/www.ispot.tv\/ad\/Zu2y\/2020-hyundai-sonata-super-bowl-2020-smaht-pahk-ft-john-krasinski-chris-evans-t1\">Boston-themed ad<\/a> around its new Smart Park &#8212; err, \u201cSmaht Pahk\u201d feature.<br><\/p>\n\n\n\n<p style=\"font-size:18px\">Secret\u2019s \u201c<a href=\"https:\/\/www.ispot.tv\/ad\/ZuSE\/secret-the-secret-kicker-featuring-carli-lloyd-crystal-dunn\">Secret Kicker<\/a>\u201d also aims to kick women\u2019s inequality on a national stage. The brand, which isn\u2019t shy about approaching women\u2019s issues with TV ads, utilizes U.S. women\u2019s soccer stars Carli Lloyd and Crystal Dunn to surprise audiences and speak up about women\u2019s opportunities in sports.<br><\/p>\n\n\n\n<p style=\"font-size:18px\">Below is a breakdown of the top 10 brands by digital SOV, as well as a separate top 10 for online views as well. Another chart also showcases the top five ads by digital SOV, including spots from Amazon Echo, Hyundai, Porsche, Secret and Pringles (all highlighted above as well).<br><\/p>\n\n\n\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>Digital Share of Voice by Brand<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table is-style-stripes\"><table><tbody><tr><td><strong>Brand<\/strong><\/td><td><strong>Digital SOV<\/strong><\/td><\/tr><tr><td>Amazon Echo<\/td><td>15.70%<\/td><\/tr><tr><td>Porsche<\/td><td>12%<\/td><\/tr><tr><td>Pringles<\/td><td>10.10%<\/td><\/tr><tr><td>Hyundai<\/td><td>9.40%<\/td><\/tr><tr><td>Secret<\/td><td>7.30%<\/td><\/tr><tr><td>Budweiser<\/td><td>5.80%<\/td><\/tr><tr><td>Doritos<\/td><td>5.21%<\/td><\/tr><tr><td>Michelob<\/td><td>4.76%<\/td><\/tr><tr><td>Sabra<\/td><td>3.26%<\/td><\/tr><tr><td>Google Assistant<\/td><td>3.24%<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>Online Views<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table is-style-stripes\"><table><tbody><tr><td>Amazon Echo<\/td><td>49,116,029<\/td><\/tr><tr><td>Hyundai<\/td><td>24,547,813<\/td><\/tr><tr><td>Microsoft Surface<\/td><td>20,897,584<\/td><\/tr><tr><td>Secret<\/td><td>18,387,726<\/td><\/tr><tr><td>Budweiser<\/td><td>16,392,870<\/td><\/tr><tr><td>Cheetos<\/td><td>14,743,993<\/td><\/tr><tr><td>Genesis<\/td><td>14,028,556<\/td><\/tr><tr><td>Doritos<\/td><td>13,351,701<\/td><\/tr><tr><td>Porsche<\/td><td>12,685,110<\/td><\/tr><tr><td>Michelob<\/td><td>11,154,654<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>Top Creatives by Digital Share of Voice<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"869\" height=\"1024\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/02\/02123159\/top-creatives-pre-superbowl-2020-869x1024.png\" alt=\"\" class=\"wp-image-7631\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/02\/02123159\/top-creatives-pre-superbowl-2020-869x1024.png 869w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/02\/02123159\/top-creatives-pre-superbowl-2020-255x300.png 255w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/02\/02123159\/top-creatives-pre-superbowl-2020-768x904.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/02\/02123159\/top-creatives-pre-superbowl-2020.png 889w\" sizes=\"(max-width: 869px) 100vw, 869px\" \/><\/figure>\n\n\n\n<p class=\"has-cyan-bluish-gray-color has-text-color\">* Digital SOV&nbsp;<\/p>\n\n\n\n<p class=\"has-cyan-bluish-gray-color has-text-color\">**Facebook views aren\u2019t reflected here, nor do the factor into organic rankings because there is no way to distinguish between paid and earned. FB views are however counted in the total online views calculations above and total 69.8 million as of midnight PST Feb 2, 2020<br><\/p>\n\n\n\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>AIRINGS on TV:&nbsp;<\/strong><\/p>\n\n\n\n<p style=\"font-size:18px\">Snickers took advantage of TV, airing its <a href=\"https:\/\/www.ispot.tv\/ad\/ZCvJ\/snickers-super-bowl-2020-teaser-snickersfixtheworld-speakerphone\">\u2018SnickersFixtheWorld: Speakerphone\u2019<\/a> 1,602 times, a $2.5 million investment that reached 240 million TVs.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-table is-style-stripes\"><table><tbody><tr><td><strong>Brand<\/strong><\/td><td><strong>Airings<\/strong><\/td><\/tr><tr><td>Snickers<\/td><td>1625<\/td><\/tr><tr><td>Doritos<\/td><td>165<\/td><\/tr><tr><td>Avocados de Mexico<\/td><td>143<\/td><\/tr><tr><td>Planters<\/td><td>134<\/td><\/tr><tr><td>Rocket Mortgage<\/td><td>67<\/td><\/tr><tr><td>Mountain Dew<\/td><td>45<\/td><\/tr><tr><td>Pepsi Zero Sugar<\/td><td>4<\/td><\/tr><tr><td>Procter &amp; Gamble<\/td><td>3<\/td><\/tr><tr><td>NFL<\/td><td>2<\/td><\/tr><tr><td>Little Caesars Pizza<\/td><td>2<\/td><\/tr><tr><td>WeatherTech<\/td><td>1<\/td><\/tr><tr><td>Hyundai<\/td><td>1<\/td><\/tr><tr><td>Quibi<\/td><td>1<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>Brands Earning TV Coverage Without $1 in Spend<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table is-style-stripes\"><table><tbody><tr><td><strong>Brand<\/strong><\/td><td>TV Impressions<\/td><\/tr><tr><td>Facebook<\/td><td>23912540<\/td><\/tr><tr><td>Amazon Echo<\/td><td>21438437<\/td><\/tr><tr><td>Genesis<\/td><td>7479282<\/td><\/tr><tr><td>Porsche<\/td><td>7051310<\/td><\/tr><tr><td>Cheetos<\/td><td>4966682<\/td><\/tr><tr><td>Budweiser<\/td><td>3863004<\/td><\/tr><tr><td>Kia<\/td><td>2639428<\/td><\/tr><tr><td>Olay<\/td><td>1976835<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p style=\"font-size:18px\"><strong>Recapping the NFL Season:<\/strong> <strong>712 brands <\/strong>advertised during national NFL games this season spending <strong>$4.5 billion<\/strong> on ads which touched a TV screen over 160 billion times. Compared to last year all numbers are up &#8211; <strong><em>8% more brands, 13.5% more revenues, and 10.7% more TV impressions <\/em><\/strong><strong>&nbsp;<\/strong>were delivered. More in iSpot\u2019s <a href=\"https:\/\/www.ispot.tv\/free-reports\/nfl-ad-performance-breakdown\">NFL Season Recap Report<\/a><br><\/p>\n\n\n\n<p style=\"font-size:18px\">iSpot tracks <strong>trillions of ad impressions against millions of sales activitie<\/strong>s from hundreds of brands every year and developed benchmarks for brands. A study pm The average total incremental lift brands received from advertising against an NFL game found:<br><\/p>\n\n\n\n<figure class=\"wp-block-table is-style-stripes\"><table><tbody><tr><td><strong>Industry<\/strong><\/td><td><strong>Avg. Lift<\/strong><\/td><\/tr><tr><td>Insurance<\/td><td>38.46%<\/td><\/tr><tr><td>Specialty Retail<\/td><td>32.61%<\/td><\/tr><tr><td>Wireless Carriers<\/td><td>31.54%<\/td><\/tr><tr><td>Food Delivery<\/td><td>31.18%<\/td><\/tr><tr><td>Automotive<\/td><td>23.42%<\/td><\/tr><tr><td>Weight Loss<\/td><td>23.31%<\/td><\/tr><tr><td>Travel<\/td><td>23.05%<\/td><\/tr><tr><td>eCommerce<\/td><td>21.30%<\/td><\/tr><tr><td>Local Search &amp; Information<\/td><td>18.74%<\/td><\/tr><tr><td>Media &amp; Communication<\/td><td>18.36%<\/td><\/tr><tr><td>Retail Stores<\/td><td>16.55%<\/td><\/tr><tr><td>Financial Services<\/td><td>15.32%<\/td><\/tr><tr><td>Electronics and Software<\/td><td>10.57%<\/td><\/tr><\/tbody><\/table><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Which Brands Won the Game Before the Big Game? Brands new and old have been plenty busy in the lead-up to Super Bowl LIV, as ads this year have already generated: 674 million views on TV 284 million views on YouTube and Facebook&nbsp; 674,000 social actions 307,000 positive votes (versus 27,000 negatives) Notably, fewer brands&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":7628,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[],"ispot_product_categories":[],"acf":{"expiration_date":null},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/7617"}],"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=7617"}],"version-history":[{"count":11,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/7617\/revisions"}],"predecessor-version":[{"id":10183,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/7617\/revisions\/10183"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/7628"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=7617"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=7617"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=7617"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=7617"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}