The top 10 Super Bowl 2020 commercials by digital share of voice

Other than the Kansas City Chiefs, who won Super Bowl LIV? Everybody’s got an opinion. For starters, check out Ad Age Editor Brian Braiker’s review of all the ads (he was particularly fond of Microsoft’s commercial celebrating Katie Sowers, the first female coach in the NFL, and SodaStream’s Mars water commercial) and USA Today’s online-survey-driven Ad Meter (Jeep’s “Groundhog Day” homage starring Bill Murray tops that ranking). Meanwhile, Ad Age has once again partnered with iSpot.tv, the always-on TV ad measurement and attribution company, to get the big picture on digital activity across Facebook, YouTube, Twitter and search engines surrounding this year’s Super Bowl ads. In other words, this is about what specifically resonated online/socially on Super Bowl Sunday. The ranking below gives particular weight to earned online views, social actions explicitly related to the ads and estimated reach, aka social impressions. As always, we didn’t factor TV show and movie ads/trailers into the mix, nor did we include spots from streaming services Hulu and Disney Plus. We also made the call to exclude the two high-profile political ads—from the Trump and Bloomberg campaigns—because of the vast amount of baseline chatter surrounding the candidates (particularly President Trump). Without further ado: Game Day Totals 6,794,306,243 TV Ad Impressions 63,138,048 Earned Online Views 4,115,084,637 Social Impressions 55 Advertisers 60 Spots 25 Show Promos Top Ads by Digital Share of Voice Excluding Movie Trailers & Show Promos Jeep: Groundhog Day [T1] 4th quarter, 09:37 PM EST, 60s 1 14.58% Digital Share of Voice Key Stats TV Ad Impressions: 73,193,764 Earned Online Views: 16,578,548 Social Impressions: 168,866,047 Facebook: Ready to Rock? 4th quarter, 09:53 PM EST, 60s 2 8.05% Digital Share of Voice Key Stats TV Ad Impressions: 73,237,132 Earned Online Views: 9,997,927 Social Impressions: 274,238,375 GMC: Quiet Revolution [T1] 2nd quarter, 07:56 PM EST, 30s 3 6.54% Digital Share of Voice Key Stats TV Ad Impressions: 74,440,578 Earned Online Views: 8,988,777 Social Impressions: 17,678,488 Google Assistant: Loretta 2nd quarter, 07:51 PM EST, 90s 4 4.04% Digital Share of Voice Key Stats TV Ad Impressions: 74,385,270 Earned Online Views: 2,749,293 Social Impressions: 82,861,768 Doritos: The Cool Ranch 3rd quarter, 08:44 PM EST, 60s 5 3.76% Digital Share of Voice Key Stats TV Ad Impressions: 72,602,740 Earned Online Views: 2,107,441 Social Impressions: 55,130,002 Pepsi Zero Sugar: Zero Sugar. Done Right. 3rd quarter, 08:36 PM EST, 30s 6 3.34% Digital Share of Voice Key Stats TV Ad Impressions: 73,818,954 Earned Online Views: 3,562,376 Social Impressions: 178,341,391 Hyundai: Smaht Pahk [T1] 2nd quarter, 07:20 PM EST, 60s 7 2.64% Digital Share of Voice Key Stats TV Ad Impressions: 68,168,307 Earned Online Views: 2,893,569 Social Impressions: 45,914,245 Planters: Baby Funeral 2nd quarter, 07:47 PM EST, 30s 8 2.62% Digital Share of Voice Key Stats TV Ad Impressions: 73,480,540 Earned Online Views: 163,738 Social Impressions: 127,501,808 Olay: Make Space For Women 2nd quarter, 07:22 PM EST, 30s 9 2.60% Digital Share of Voice Key Stats TV Ad Impressions: 68,593,974 Earned Online Views: 592,117 Social Impressions: 64,161,477 Rocket Mortgage: Home 1st quarter, 07:07 PM EST, 60s 10 2.14% Digital Share of Voice Key Stats TV Ad Impressions: 68,252,458 Earned Online Views: 9,19,948 Social Impressions: 76,521,773 Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands Digital 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. TV Impressions - The total impressions of the spot across US TV households including paid and earned impressions (before, during and after the Super Bowl). Earned Online 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. 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.

The top 10 Super Bowl 2020 commercials by digital share of voice

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