Winners and Losers of Super Bowl XLIX (Advertising)
There’s no denying our commercial culture when it comes to the Super Bowl, one of the year’s biggest sporting and TV events that many people watch for the ads, and not the actual sport. In the spirit of these ads as entertainment, we worked with research technology firm Dialsmith to figure out which advertisers brought their A-game throughout Super Bowl XLIX and which ones dropped the ball — based on a sliding scale that allowed you, dear reader and (likely) Super Bowl viewer, to pinpoint the exact moments that you loved, hated, or felt indifferent about.
Here’s what you said:
Unsurprisingly, a Budweiser ad — “Lost Dog” featuring an adorable pup — came out on top with a mean score of 70, having been rated significantly more times than any other ad.
So it shouldn’t come as much of a surprise that it was also the top ad on YouTube, having accumulated over 24 million views on the site (where it was posted five days before the game). According to YouTube marketing software startup Pixability, it was also the most shared ad, with over 533,000 shares to date from the day it was posted to the day after the game.
Winner: Fiat’s “Little Blue Pill”
Fiat’s “Little Blue Pill” ad, in which a “little blue pill” escapes from an elderly man about to engage in coitus and winds up in the gas tank of a Fiat, also generated a mean score of 70, but across fewer viewers. On YouTube, the ad so far has generated over 3.4 million views.
Losers: Kim Kardashian and T-Mobile
Kim Kardashian took her usual spot on the low end, with an average score of 37 across viewer ratings for her T-Mobile ad. Meanwhile, YouTube viewers gave T-Mobile spot featuring the “famous person” (watch the ad) 25,000 dislikes, probably because the star’s fame comes largely from viewers who “hate-watch” her reality TV show.
Winners: Women and Dads
Other Super Bowl ads that scored well this year include Always’s “Like a Girl,” which both men and women enjoyed, awarding it a mean score of 87, and Dove’s “Real Strength,” which also did well amongst both male and female viewers. The NFL also made a positive impression on both genders, finally, with its “No More” public service announcement regarding domestic and general violence.
Depicting a child who never grew up due to a tragic (and, they want you to note, preventable) accident, “Make Safe Happen” mostly left viewers horrified, resulting in a mean score of 43 among those who rated it via Slidermetrix. The moral of the story here is that many people seem to dislike Kim Kardashian more than the thought of children dying.
Since the sliding scale let viewers break down their ratings by the second, the data captured the best and worst individual moments from Super Bowl XLIX ads. Fiat brought viewers their favorite moment, rated on average 85, as the triumphant, newly-enhanced car shows off what it’s got towards the advertisement’s close:
As shown with Fiat, the end of the advertisement is when viewers make their most definitive ratings, indicating whether or not the video pleased them overall. In the case of “Kim’s Data Stash,” we know it didnt, and viewers knew this best by the end. As Kim wraps up the T-Mobile data ad, viewers gave it an average rating of 26.
Check out the good and the bad of the Super Bowl XLIX ads below to decide for yourself which companies scored and which…didn’t.
- Brand: Budweiser
- Slider Metrics Rating: 70
“Little Blue Pill”
- Brand: Fiat
- Slider Metrics Rating: 70
- Brand: Clash of Clan
- Slider Metrics Rating: 69.2
- Brand: Dove Soap
- Slider Metrics Rating: 68
- Brand: NFL
- Slider Metrics Rating: 66
“Like a Girl”
- Brand: Always
- Slider Metrics Rating: 63.2
“Make Safe Happen”
- Brand: Nationwide
- Slider Metrics Rating: 43
“Kim’s Data Stash”
- Brand: T-Mobile
- Slider Metrics Rating: 36