Super Bowl

The Winner of the Pre-Super Bowl Online Ad War Is... Not Even a Super Bowl Advertiser

Ritz Racks Up Views Without Buying Into the Big Game

Published on .

A online video campaign for Ritz crackers that doesn't even mention the Super Bowl has accumulated more views than any other effort so far, topping those by actual Super Bowl advertisers.

Ritz's "Big Game Snacks" campaign piled up more then 29 million views by the end of the day Thursday, according to Visible Measures, more than videos related to actual Super Bowl buys.

Almost the entire rest of the top 10 list does belong to Super Bowl advertisers, lead by, whose "Kung Fu Panda 3" tie-in ad was released on Feb. 3 but preceded by online teases that count toward its total here. No. 3 on the list is Doritos, whose final year of the "Crash the Super Bowl" contest pulls millions of people to view and vote on finalists.

But No. 6 Sam's Club, not a Super Bowl advertiser, has also found a way to attach itself to the event.

These aren't necessarily organic, consumer-initiated views, of course. This chart counts videos that play as advertising as well.

Big Game Snacks
Ritz Crackers
Agency of Trillions
Views: 29,288,180
DreamWorks Animation
Views: 28,476,601
Crash the Super Bowl: Final Edition
Views: 27,326,005
The Chase
INNOCEAN Worldwide
Views: 27,097,018
Leo Burnett Toronto
Views: 23,987,112
Big Game Zen Babies
Sam's Club
Views: 23,035,445
It Doesn't Take A Genius To Do Your Taxes
Wieden + Kennedy Portland
Views: 22,313,206
Find Your Magic
72andSunny Amsterdam
Views: 20,351,406
Super Bowl 2016
Publicis Seattle
Views: 17,866,261
Wiener Stampede
Views: 13,937,414
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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