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Ad touchdowns and fumbles
Good morning! Even if Super Bowl fatigue is setting in, don’t click out of this newsletter too quickly, because the second-best part of Super Bowl ads—after watching them, of course—is seeing how viewers responded. We partnered with measurement and attribution company iSpot.tv to see which spots had the greatest digital share of voice across TV, earned online views and social impressions on Facebook, Twitter and YouTube.
According to iSpot.tv data, 56 advertisers and their 67 spots airing during Super Bowl LV brought in more than 6.3 billion TV ad impressions, 26 million earned online views and 64 billion social impressions. The brands with the highest digital share of voice include Mtn Dew's spot featuring John Cena, Amazon’s Alexa spot with Michael B. Jordan and Jeep’s “The Middle” with Bruce Springsteen.
And, according to analytics firm Brandwatch's analysis of reaction to ads on Twitter, Mtn Dew, the Pepsi halftime show and State Farm received the most positive mentions; Oatly, TurboTax and Robinhood saw the most negative reactions; and Jeep and Squarespace sparked disagreement in social conversations.