In anticipation of Super Bowl this Sunday, we’ve looked at the most successful Super Bowl brands in video content advertising. Year after year, these brands develop creative that tells a story so captivating that viewers continue to watch it not only in the weeks after the game, but also throughout the rest of the year.
Last year, Volkswagen topped the list, with Doritos coming in at No.2. This year, the brands have flipped and Doritos have taken the lead. Each of these brands has at least 70% more Super Bowl viewership than any other brand in the top 10. The repeated dominance of these two brands during the Super Bowl shows how they have struck gold both in terms of creative voice and distribution strategy.
Doritos tops the list with True Reach viewership of 193.7 million views. The brand’s success hangs on its Crash The Super Bowl contest, which it has been running since 2006. The brand was the first to take advantage of user-generated video and the ability to engage viewers online before the Super Bowl.
Since the Crash the Super Bowl campaigns are made up user-generated spots, along with brand produced spots, there are multiple pieces of creative for each campaign. The 2010 contest winner, House Rules, is still the brand’s best-performing spot with 26 million views.
Volkswagen has garnered a True Reach viewership of more than 180.2 million views. Its most viewed campaign is The Force, which has generated more than 85.1 million views thanks to its heartwarming story and the pre-game seeding that VW employed when it was released (it was one of the first brands to use this strategy).
The German automaker released The Force — the most viral Super Bowl campaign of all time — in 2011 and has scored a hit in every Super Bowl after. The Force, The Dog Strikes Back, and Get Happy are all on our list of the most viral Super Bowl campaigns ever. Its 2014 campaign, Wings, was the most viewed auto campaign of the game. Volkswagen won’t air a spot during this year’s Super Bowl.
Budweiser has won the most viewership between last year and this year. On last year’s brand list, the Super Bowl mainstay only had a total big game viewership of 33.9 million views, which landed it at No. 10. This year, the beer brand lands at No. 3 with a True Reach viewership of 106.3 million views.
Budweiser produced the most viewed campaign of the 2014 Super Bowl, Puppy Love, as well as the popular patriotic campaign, A Hero’s Welcome, which together brought in more than 70 million views and showed that the brand has finally found its video footing. It will try to repeat last year’s success with a sequel to Puppy Love called Lost Dog.
Below is the rest of the list of top 10 Super Bowl brands. To create the list, we’ve looked at every Super Bowl campaign launched from 2009 to 2014 and aggregated their performance by brand. Each campaign is measured by True Reach®, our MRC accredited viewership metric. True Reach combines viewership from original videos released by the brands with the viewership of related videos (mashups, remixes, copies, and spoofs) uploaded by audiences across the web’s most popular video sites, including YouTube, Facebook, AOL, and DailyMotion, among others. This data is current as of January 23, 2015.
Which brand do you think will dominate Super Bowl 2014? Make sure you follow your favorite brands on TrueReach.org.
Top 10 Super Bowl Brands
| 1 |
Doritos
True Reach: 193,751,743 views
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Most Viewed Campaign: Crash the Super Bowl 2010
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| 2 |
Volkswagen
True Reach: 180,273,310 views
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Most Viewed Campaign: The Force
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| 3 |
Budweiser
True Reach: 106,399,158 views
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Most Viewed Campaign: Puppy Love
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| 4 |
Hyundai
True Reach: 67,002,857 views
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Most Viewed Campaign: Team
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| 5 |
M&M’s
True Reach: 66,276,856 views
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Most Viewed Campaign: Just My Shell
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| 6 |
Chrysler
True Reach: 64,417,226 views
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Most Viewed Campaign: Imported from Detroit
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| 7 |
E*Trade
True Reach: 64,078,233 views
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Most Viewed Campaign: Baby 2010
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| 8 |
Audi
True Reach: 51,083,576 views
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Most Viewed Campaign: Doberhuahua
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| 9 |
Bud Light
True Reach: 46,693,570 views
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Most Viewed Campaign: The Perfect Beer for Whatever Happens
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| 10 |
Chevrolet
True Reach: 41,484,686 views
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Most Viewed Campaign: Chevy Silverado “2012”
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