2014 World Cup Beats Super Bowl in Digital Ad Shares
Though some people look forward to the Super Bowl just for the entertaining advertisements, it seems as if the major sporting event has got nothing on this year’s World Cup. The matches kicked off (literally) today, but the ads have been going strong for some time, outperforming those from the Super Bowl before the World Cup in Brazil even began.
New data from marketing technology company Unruly found that the top 20 World Cup commercials have gotten nearly a third greater shares than those for the Super Bowl. So far, that amounts to 6.9 million shares for the top 20 World Cup ads, while the Super Bowl’s 2014 top commercials got 4.7 million.
Looking more closely at these statistics, you’ll see that the World Cup’s top ad, Activia’s “La La La” commercial, accounts for a significant number of the total shares. More like a music video for Shakira, this ad alone makes the difference between the World Cup vs. the Super Bowl taking the lead in most shared advertisements. Along with the second and third top World Cup commercials, Nike’s “Winner Stays” and Castrol’s “Footkhana,” “La La La” makes up 59.6% of the total number of shares amongst the World Cup’s top 20.
This may mean that the Super Bowl is behind in the times when it comes to keeping fans interested on the internet. 2014 marked the first year in which online shares of Super Bowl advertisements decreased, falling by nearly a quarter from the year before, even though overall branded video shares online increased by 22%.
These figures are from June 9, 2014. The World Cup ads include brands that do not directly sponsor the major sporting event.Tags: activia, branded video content, castrol, FIFA World Cup in Brazil, Nike, Online ads, online shares, Shakira, Super Bowl 2014, Unruly