super bowl - pixability · publishing on one platform alone), but the top super bowl ads on youtube...

© Pixability, Inc. 2016. All rights reserved.

Super BowlPregame Analysis

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2© Pixability, Inc. 2016. All rights reserved. 2016 Super Bowl Pregame Analysis

Brands followed three different strategies for ad publication: Preview, Teaser, and Surprise. Brands that published early generated on average 1.6 million+ more views per video than brands that published the day of the game (excluding the outlier of Liam Neeson).

Release Strategy Matters:Why you should publish early.

Preview:Full ad published on YouTube in advance of Super Bowl Sunday

5,000,000 Views 40,000 Social Shares on average per video

Surprise (without Neeson):No teasers; ad published during the game, excluding Clash of Clans


Teaser:Teaser published on YouTube, actual ad published during the game


Surprise (with Neeson):No teasers; ad published during the game, including Clash of Clans



Releasing cross-platform can significantly increase views (versus publishing on one platform alone), but the top Super Bowl ads on YouTube generated 3.4X more total views than the top Super Bowl ads on Facebook.

Cross-Platform Release Strategy:YouTube is a must.

Super Bowl Advertisers Benefit from YouTube Channel Subscriber Gains

Super Bowl advertisers generated higher subscriber gains throughout 2015 than the Top 100 Retail brands’ YouTube channels. *Top 100 Retail brands as defined by the National Retail Federation.

Case Study: Budweiser

Budweiser used several social media platforms to tease its “Lost Dog” ad in the weeks leading up to the Super Bowl. The ad generated the most views in advance of the game, earning more than 27M YouTube views as of February 14, 2015.

2015 Subscriber Gains of Super Bowl Advertisers vs. Top 100 Brands

Super Bowl Brands

Top 100 Retail Brands

5%

10%

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20%

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40%


The Super Bowl 2015 outlier, Clash of Clans Revenge, continues to generate substantially more views than any other Super Bowl 2015 ad. Clash of Clans defies the trend that 90% of video views occur within the first 72 hours of a video being published.

Longevity of an Ad:Views after the Big Game.

Long Tail Effect of Views: Top 5 Ads in Super Bowl 2015 by Total Views

15 FEB APR MAY JUL SEP OCT DEC

80M

60M

40M

20M

Budweiser “Lost Dog”Clash Of Clans Revenge

T-Mobile #KimsDataStash†

Budweiser “Puppy Love”

BMW Newfangled Idea

†Video is now private.


Budweiser’s “Puppy Love” and “Lost Dog” generated significant engagement when the ads were first released. T-Mobile’s “KimsDataStash” and Newcastle saw low engagement at release. Clash of Clans was an outlier with engagement increasing significantly after release.

Longevity of an Ad:Engagement after the Big Game.

Long Tail Effect of Engagement: Top 5 Ads in Super Bowl 2015 + Newcastle by Engagement Rate*

15FEB

06APR

26MAY

15JUL

03SEP

23OCT

12DEC

.01

.02

.03

.04

.05

.06

Budweiser “Lost Dog”

Newcastle #BandofBrands

Clash Of Clans Revenge

T-Mobile #KimsDataStash†

Budweiser “Puppy Love”

BMW Newfangled Idea

†Video is now private. *Engagement = (Total Likes + Total Dislikes + Total Comments + Total Facebook Shares + Total Tweets) / Total Views


Across Industries:Auto, Tech & Fast Food ads generated the highest view growth around the Super Bowl.

View Growth of Super Bowl Ads in Aggregate by Industry Category (Views Indexed to 100)

Personal Care

Mobile Gaming

Automotive

Technology

Fast Food

Beer

116

112

108

104

30JAN

01FEB

03FEB

05FEB

07FEB

09FEB

11FEB

13FEB


Outside of official Super Bowl ads, music made up over 3/4 of Super Bowl-related content views on YouTube in 2015. Super Bowl halftime performances by Katy Perry and the infamous Left Shark contributed significantly to the high view count.

Comedy/parody and highlight reels (mostly from the NFL and Pop Warner channels) generated the second and third highest number of total views respectively.

Super Bowl-Related Content:Music leads in total views, followed by comedy/parody content.

Percentage of Super Bowl-Related Views by Content Category

75%of Super Bowl-related content views on YouTube were music

80%

70%

60%

50%

40%

30%

20%

10%

Tailgating Beverages Food Highlights MusicComedy/Parody


Newcastle opts out of an in-game ad but capitalizes on the Super Bowl season.

Super Bowl as a Tentpole EventCase Study: Newcastle

Newcastle leveraged the Super Bowl to create satirical Super Bowl-related video ads that proved highly popular on YouTube. Newcastle’s sophisticated YouTube strategy even included teasers for their fake Super Bowl ad. Newcastle’s ad and teasers ultimately generated 2.4M views.

Following the success of Newcastle’s Super Bowl campaign, Newcastle immediately published a new trailer advertising the 2016 Super Bowl.

2.4Mviews generated

Newcastle presents Band Of Brands 37 Brands, One big game Ad #BandOfBrands


Newcastle’s Super Bowl strategy drove an increase of 600+ subscriptions to its YouTube channel.

Super Bowl as a Tentpole EventCase Study: Newcastle

Newcastle’s YouTube channel saw higher subscriber growth over the course of 2015 compared to similar beer brands - Heineken and Samuel Adams - that didn’t advertise in the Super Bowl.

Beer brands that did advertise in the Super Bowl - Budweiser and Bud Light - saw comparable or slightly higher subscriber growth.

600+subscriptions added

2015 Subscriber Growth by Beer Brand

40%

30%

20%

10%

Samuel Adams Heineken Newcastle Bud Light Budweiser

© Pixability, Inc. 2016. All rights reserved. 2016 Super Bowl Pregame Analysis 10

A consistent strategy is key to maximizing Super Bowl success on YouTube.

Content Strategy:Playing beyond the game is critical.

Newcastle’s YouTube channel enjoyed a spike in views leading up to the Super Bowl, but views dropped off for the remainder of 2015. Newcastle could sustain its Super Bowl-related success by implementing a year-long content strategy on YouTube.

Similarly, Sam Adams saw high total channel views in October, around Oktoberfest, but did not sustain a strong YouTube strategy year-round.

Newcastle could sustain its Super Bowl-related success by implementing a year-long content strategy on YouTube.

Monthly Views by Beer Brand

8M

7M

6M

5M

4M

3M

2M

1M

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T

Samuel Adams Heineken Newcastle Bud Light Budweiser

Pixability Data Science Team


The NFL established its channel in December 2014, and since the Super Bowl, has experienced significant growth in total views, subscribers, and engagements, through a sophisticated content strategy through the offseason that involves consistent uploads of new video content and curated playlists.

Success of the NFL’s New Official YouTube Channel

Official NFL YouTube Channel Growth in 2015

Views Subscribers Engagements

JAN JANJANAPR APRAPRDEC DECDEC

200M

600K1M

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150M

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Pixability used its proprietary technology to analyze the performance of Super Bowl 2015 ads on YouTube, and identify key insights and best practices for 2016 Super Bowl advertisers.

Report Methodology

Ad Categorizations

Automotive BMW, Nissan, Mercedes Benz, Fiat, Dodge, Jeep, Hyundai, Kia, Toyota, Chevy, Lexus, Weathertech Beer Budweiser, Bud Light Beverage Pepsi, Coca-Cola Tech + Cellular T Mobile, Mophie, Sprint, Microsoft Consumer Goods Always, Loctite, Dove Men, Weight Watchers, Victoria’s Secret, Carnival Cruise, Skechers Financial Services Discover, TurboTax Food Snickers, Skittles, Doritos, Avocados

Ad Categorizations

Insurance Nationwide, Geico, esurance Movies Jurassic World, SpongeBob, Kingsman, Terminator, Pitch Perfect, Tomorrowland, Furious 7, Ted 2, Fifty Shades of Grey, Minions Restaurant McDonald’s, Pizza Hut TV Trailers The Royals, USA, Odyssey, Blacklist Video Games Clash of Clans, Game of War, Heroes Charge Websites Squarespace, Wix, GoDaddy

super bowl - pixability · publishing on one platform alone), but the top super bowl ads on youtube...

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