Mountain Dew’s can’t-be-unseen Puppymonkeybaby hybrid dominated the game day ad competition, commanding 11.68% of the online activity with 2.35M online views and 325K social actions, according to advertising metrics firm iSpot.tv.
But it was Pokemon who won the overall Super Bowl 50 ad game, scoring 8.24% of the online activity with 17.5M online views and 398K social actions (from a $4.9M estimated ad spend).
Number two overall was Heinz Ketchup’s “Wiener Stampede,” which accounted for 7.23% of the online activity with 5M online views and 668K social actions (from a $4.9M estimated ad spend).
Overall, Puppymonkeybaby accounted for 6.32% of online activity, with 9.2M online views and 443K social actions (from a $5.4M estimated ad spend).
The statistics from iSpot.tv do not include all online views. They online count total Facebook views and “earned” online views from YouTube and iSpot.tv, where the user explicitly requested to view the ad. The social actions count includes total tweets (shares and mentions), Facebook likes, shares and comments, and votes and comments on YouTube and iSpot.tv.
According to iSpot.tv, the social media competition was won by T-Mobile’s “Restricted Bling” ad featuring Drake, which scored 608K social actions, along with 3.9M online views, accounting for 6.34% of online activity. Its estimated TV ad spend was second highest in the iSpot.tv’s Top 10 at $9.86M, topped only by “The Bud Light Party” featuring Seth Rogen, which led with a $15M estimated spend.
If one just goes by overall YouTube views (counted in-house by Google), the picture is a bit different. As of 9 p.m. PST on game day, the top trending Super Bowl ads on YouTube were:
- Hyundai — The Chase — Hyundai Super Bowl Commercial | The 2017 Hyundai Elantra
- Pokémon — #Pokemon20: Pokémon Super Bowl Commercial
- MINI USA — MINI USA | #DefyLabels Big Game TV Spot
- Hyundai — First Date — Hyundai Super Bowl Commercial | The 2016 Hyundai Genesis
- Mountain Dew — Mtn Dew Kickstart: Puppymonkeybaby | Super Bowl Spot
- Axe — AXE — Find Your Magic [60 second version]
- Hyundai — Ryanville — Hyundai Super Bowl Commercial | The 2017 Hyundai Elantra
- Doritos — Doritos® Crash The Super Bowl Finalist — Ultrasound
- Snickers — SNICKERS® — “Marilyn”
- Doritos — Doritos® Crash The Super Bowl Finalist — Doritos Dogs
For the the first time, mobile accounted for the majority (nearly 60%) of Super Bowl ad views on YouTube. During the game itself, users spent 300K hours watching ads on YouTube and we’ve seen millions of hours of watch time overall. Historically, views of Super Bowl ads peak on Monday, the day after the game.
Like iSpot.tv, YouTube is selective of what it counts as a Super Bowl ad view — users must click to play and watch a video for at least 30 seconds.