A Super Bowl ad is no longer just a Super Bowl ad. For most brands in the big game, the ad itself is the anchor for something that plays out -- largely on the web and in social -- for weeks before and hopefully for months after the game is over.
So, how are the Super Bowl advertisers doing? Overall, quite well. Four days after the Super Bowl, the campaigns have racked up 344 million views. That's up 31% from last year at this time when Super Bowl ads had 240 million views, according to Visible Measures.
Below you'll see how the 2014 ads stack up. Few surprises here: Budweiser's "Puppy Love," which lead going into the Super Bowl, is extending its lead on the way out. Anheuser-Busch also owns the No. 2 spot with its Bud Light "The Perfect Beer For Whatever Happens" campaign. VW's "Wings" is hanging in there and so is Doritos, but its "Crash the Super Bowl" campaign has fallen a bit, perhaps because the voting is over.
What's telling, though, is who's not here. Brands that did not tease or preview before the game are struggling, including some very good campaigns from T-Mobile, Radio Shack, Microsoft, Coke and Go Daddy (as reviewed by our own Ken Wheaton.) Also struggling are not-so-great ads that went for the suprise reveal (looking at you, Chrysler.)
Usual caveat here: ads can earn a lot of views, but brands are also paying for a lot for views, which is a great thing if you're YouTube.
Hear from Fortune 500 brands that have been forced to pivot as consumer preferences evolve, as well as entrepreneurs building brands from scratch to meet new consumer needs. This event peels apart the layers of brand building with a carefully crafted roster of top marketing, technology, and creative leaders.Learn more