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Super Bowl

Don't Say Super Bowl: Ritz Gets Biggest Audience Among 'Big Game' Campaigns

Capitalizing on Interest Without Spending $4.8 Million

Published on .

Marketers didn't have to buy commercial time in Super Bowl 50, where 30 seconds cost roughly $4.8 million on Sunday night, to leverage the "big game" for consumer interest.

Ritz Crackers accumulated nearly 31 million views for its digital video campaign about big-game snacks, for example, according to Visible Measures. Many of the views for campaigns here likely include a very high percentage of paid placements around the web. But they nonetheless benefited from consumers' attention to all things Super Bowl in the days before the game.

Other non-Super Bowl advertisers that racked up big views for campaigns related to the NFL championship include Sam's Club, Philadelphia Cream Cheese and Frank's Red Hot. Brands including T-Mobile and Budweiser appear here even though they did advertise in the game because they got traction for videos only tangentially related to their actual ads.

Compare this chart with Visible Measures' ranking of actual Super Bowl advertisers' actual Super Bowl campaigns.

Big Game Snacks
Ritz Crackers
Agency of Trillions
Views: 30,920,933
Big Game Zen Babies
Sam's Club
Views: 23,432,126
Jerry Rice and Shannon Sharpe Party Fail Study
Views: 11,710,217
Act Like It
Views: 7,791,386
Derrick Brooks and Scooter Magruder
Views: 7,299,533
Joe Montana
Visit California
Views: 6,643,746
Big Game Teaser
Publicis Seattle
Views: 5,322,074
Philadelphia Cream Cheese
Views: 5,102,178

It's spicy. It's cheesy. It's bacon-y. And it's shaped like a football. Because hey, why not? Behold our Bacon JalapeƱo Cheesy Football. #GameOnSnackOn http://myphil.ly/1KlGqTH

Posted by Philadelphia Cream Cheese on Monday, January 25, 2016
Frank's RedHot Big Game
Frank's RedHot
Views: 4,671,189
Views: 4,435,617
Source: Visible Measures

Ad Age's Viral Video Chart, powered by Visible Measures, focuses on brand-driven social video ad campaigns. Each campaign is measured by True Reach, an MRC accredited metric that includes views from brand-driven and audience-driven social video clips. The data are compiled using the patented Visible Measures platform, a constantly growing repository of analytic data on hundreds of millions of videos tracked across hundreds of online video destinations.

Note: This analysis includes all publicly available video views on branded video content. This chart does not include movie trailers, video game campaigns, TV show, or television network promotions. View counts are incremental by week.

**Indicates percent change in views compared with the same period the week before.

To notify Visible Measures of an upcoming social video ad campaign, please contact Visible Measures directly.

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