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.
Share of Voice - The percentage of Social Actions and Earned Views generated by the spot compared to all others. This is the primary measurement used to rank the performance of the ads.
Social Actions - The total tweets (shares & mentions); Facebook posts, likes, shares and comments; YouTube votes and comments; iSpot.tv votes and comments.
Earned Views - The estimated number of views, out of the total Online Views, where a user made a conscious and explicit decision to view the spot.
Average View Rate - The average view rate across all views of an ad. The average view rate is only calculated on impressions that are viewed from the beginning of the ad.
Gender – The percentage of males vs. females that interacted with the spot online, as measured by tweets and Facebook posts.
Primary Age – The primary age group that interacted with the spot online, as measured by Facebook interactions.
Sentiment - The overall percentage of interactions that had a positive sentiment, as measured by the sentiment of Facebook posts and online video votes.
Online Views - The total online plays tracked on YouTube, Facebook and iSpot.tv, and including both earned and promoted views.
TV Impressions - The total impressions of the spot across US TV households including paid and earned impressions (before, during and after the Super Bowl).
Social Impressions – The total impressions generated by Facebook posts and Tweets talking about the spot as estimated by the number of followers and friends of each poster.