Super Bowl

'PuppyMonkeyBaby' Is Super Bowl Champ for Share of Voice

Hyundai's Pre-Kick 'First Date' Close Behind

Published on .

Mtn Dew's weird "PuppyMonkeyBaby" ad in Super Bowl 50 was controversial in some quarters, but it is beating all rivals in a measure combining earned views and social actions, according to iSpot.tv.

The spot, by BBDO New York, grabbed 11.5% share of voice on Super Bowl ads, compared with 7.3% for the next closest contender, Hyundai's "First Date," which ran just before kickoff.

ISpot.tv defines share of voice as the percentage of social actions and earned views generated by the spot compared to all others. Social actions include events such as Twitter shares and mentions and Facebook posts, likes, shares and comments. Earned views represent video plays where the consumer intentionally saw the spot.

By another measure, TV impressions, Pokemon's Super Bowl ad promoting the video game's 20th anniversary came in first. ISpot.tv says it estimates TV impressions via data from 10 million TV sets.

Here's the complete rundown, courtesy of iSpot.TV:

super bowl 50 top 10 game day commercials
Game Day Totals
64 Advertisers
Performance
Social Actions
2,306,254
Earned Views
20,858,026
Avg. View Rate
89%
Demographics
Gender
m 52% f 48%
Primary Age
35-44 (23%)
Sentiment
88% positive
Media Measurement
Online Views
66,000,064
TV Impressions
5,985,232,635
Social Impressions
2,826,896,768
Top Ads by Share of Voice
72 Spots, 27 Promos
1
1st Quarter, 7:03 PM EST, 30s
Avg. View Rate: 93%
Performance
Share of Voice
11.51%
Social Actions
295,967
Earned Views
2,257,370
Demographics
Gender
m 58% f 42%
Primary Age
45-54 (22%)
Sentiment
84% positive
Media Measurement
Online Views
4,366,726
TV Impressions
62,685,906
Social Impressions
401,767,721
2
1st Quarter, 6:36 PM EST, 60s
Avg. View Rate: 97%
Performance
Share of Voice
7.33%
Social Actions
96,596
Earned Views
2,603,784
Demographics
Gender
m 52% f 48%
Primary Age
35-44 (30%)
Sentiment
87% positive
Media Measurement
Online Views
2,603,784
TV Impressions
57,118,212
Social Impressions
299,421,529
3
2nd Quarter, 7:38 PM EST, 30s
Avg. View Rate: 94%
Performance
Share of Voice
5.08%
Social Actions
198,416
Earned Views
96,015
Demographics
Gender
m 55% f 45%
Primary Age
18-24 (30%)
Sentiment
97% positive
Media Measurement
Online Views
4,344,695
TV Impressions
61,265,283
Social Impressions
175,449,334
Hyundai: Ryanville
4
2nd Quarter, 7:38 PM EST, 30s
Avg. View Rate: 96%
Performance
Share of Voice
4.71%
Social Actions
35,808
Earned Views
2,008,044
Demographics
Gender
m 36% f 64%
Primary Age
35-44 (30%)
Sentiment
71% positive
Media Measurement
Online Views
2,008,544
TV Impressions
60,374,851
Social Impressions
24,621,808
5
4th Quarter, 9:46 PM EST, 60s
Avg. View Rate: 90%
Performance
Share of Voice
4.57%
Social Actions
92,073
Earned Views
986,434
Demographics
Gender
m 53% f 47%
Primary Age
18-24 (34%)
Sentiment
94% positive
Media Measurement
Online Views
3,658,842
TV Impressions
69,448,031
Social Impressions
38,621,792
6
3rd Quarter, 6:17 PM EST, 30s
Avg. View Rate: 85%
Performance
Share of Voice
4.02%
Social Actions
125,241
Earned Views
460,039
Demographics
Gender
m 44% f 56%
Primary Age
45-54 (24%)
Sentiment
94% positive
Media Measurement
Online Views
2,103,051
TV Impressions
63,467,946
Social Impressions
87,761,539
7
4th Quarter, 9:54 PM EST, 60s
Avg. View Rate: 97%
Performance
Share of Voice
3.93%
Social Actions
111,009
Earned Views
622,427
Demographics
Gender
m 35% f 65%
Primary Age
45-54 (23%)
Sentiment
74% positive
Media Measurement
Online Views
4,869,291
TV Impressions
66,920,506
Social Impressions
24,104,474
8
3rd Quarter, 9:02 PM EST, 30s
Avg. View Rate: 99%
Performance
Share of Voice
3.77%
Social Actions
39,339
Earned Views
1,475,427
Demographics
Gender
m 60% f 40%
Primary Age
18-24 (47%)
Sentiment
88% positive
Media Measurement
Online Views
1,475,652
TV Impressions
69,622,748
Social Impressions
29,674,470
9
2nd Quarter, 7:32 PM EST, 60s
Avg. View Rate: 96%
Performance
Share of Voice
3.63%
Social Actions
22,982
Earned Views
1,477,897
Demographics
Gender
m 52% f 48%
Primary Age
25-34 (36%)
Sentiment
79% positive
Media Measurement
Online Views
1,611,728
TV Impressions
63,103,752
Social Impressions
43,228,950
10
1st Quarter, 6:55 PM EST, 30s
Avg. View Rate: 97%
Performance
Share of Voice
3.62%
Social Actions
128,846
Earned Views
250,895
Demographics
Gender
m 53% f 47%
Primary Age
35-44 (29%)
Sentiment
94% positive
Media Measurement
Online Views
907,520
TV Impressions
58,781,420
Social Impressions
116,139,864
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