Roundup: The final word on Super Bowl LI
February 7, 2017
Budweiser had another successful Super Bowl in terms of advertising.
The beer company’s “#BornTheHardWay” ad, which told the story of its immigrant founders, generated 435,892 shares across social media as of Monday, according to Unruly. That was No. 1 among all Super Bowl ads, the fourth time in five years Budweiser has topped the list.
That was well ahead of the game’s No. 2 ad, Mr. Clean’s “Cleaner of Your Dreams,” which generated 226,767 shares.
Overall shares this year were down significantly from recent years. Through Monday this year’s top 10 ads generated 1.46 million shares, down from 2.89 million at the same point last year.
It was down even more from 4.49 million 2015, which remains the record.
Among other Super Bowl advertising tidbits:
– Fox generated some $509.6 million in ad revenue for the game, according to analysis from iSpot.tv. The company estimates the game generated 8.4 billion TV ad impressions. Of the TVs it tracked, 54 percent were attributed to males, and the largest demo was 35-54s (37 percent).
By iSpot.tv’s measure, Netflix’s ad for the new season of “Stranger Things” was the top commercial in terms of online activity, claiming 12.8 percent. The Budweiser ad followed closely a 11.7 percent.
– Automotive was the top advertising category during the game, according to Kantar Media. The category accounted for eight spots from seven parent companies for a total of 7 minutes of ad time.
Anheuser-Busch InBev was the most active parent company in the game, advertising for 3 minutes, 30 seconds with four spots.
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This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s digital traffic data: December 2016
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