In an age the place communal experiences have gotten nearly extinct, the Tremendous Bowl stands as a uncommon exception to the rule. For one wonderful Sunday, most Individuals are glued to their tv and cellphone screens on the identical time. This is a chance that advertisers pay massive cash to seize upon yearly. However how do we all know if it’s value it?
One metric by which to measure the success of a industrial marketing campaign is social media engagement. In response to Sprout Social, information from this 12 months’s sport exhibits how shock commercials—corresponding to these from Verizon, Temu, and Robert F. Kennedy Jr.—dominated the dialog.
Verizon, the official 5G community of the large sport, was tight-lipped about its advert going into the occasion. Many different manufacturers selected to leak their spots forward of time, however the telecom big simply ran teasers. Through the precise advert, Beyoncé introduced a brand new album and dropped two new singles. Verizon’s technique paid off because the model was talked about 52,936 occasions on Sunday for 453,578 engagements corresponding to likes, shares, and feedback. Queen Bey herself obtained 1.4 million engagements—so it was a symbiotic relationship.
The second-most talked about industrial was maybe much less anticipated: Temu garnered 40,448 mentions and 420,714 engagements. The net market, owned by Chinese language e-commerce mum or dad firm PDD Holdings, gives closely discounted merchandise that comes instantly from Chinese language factories and warehouses. Temu, a Tremendous Bowl advertiser for two years running, was launched in the US in August 2022 and is now giving Shein and Amazon a run for his or her cash.
In third place, Robert F. Kennedy Jr.’s dark horse presidential campaign ad, produced by American Values 2024, was an nearly actual duplicate of a 1960 spot from the presidential marketing campaign of the late president, John F. Kennedy, Robert’s uncle, which used the identical jingle and vibe. RFK Jr.’s model obtained 23,914 mentions and 180,818 engagements. One among these got here from his cousin Bobby Shriver, who denounced the advert. RFK Jr. apologized late that night time, saying he had nothing to do with it—however all publicity is nice publicity, proper?
Listed here are the highest 10 advertisements by way of engagement, in accordance with Sprout Social:
- Verizon (52,936 mentions)
- Temu (40,448 mentions)
- Robert F. Kennedy Jr. (23,914 mentions)
- Paramount+ (mentions 6,932)
- Dunkin’ (5,732 mentions)
- Doritos (5,419 mentions)
- CeraVe (5,407 mentions)
- Mountain Dew (5,246 mentions)
- Dove (4,985 mentions)
- Bud Gentle (2,443 mentions)
Commercials apart, the clear winner on social media was Taylor Swift. She and her followers—referred to as Swifties—have been talked about 548,337 occasions and obtained over 5,493,492 engagements. Advertisers can play, however Tay is at all times the endgame.
