- Fourth Time Beer Brand Has Topped Super Bowl Chart In Five Years, But Online Shares Down By Half From Previous Year
NEW YORK, LONDON, SYDNEY, SINGAPORE – February 6, 2017 – Budweiser’s “#BornTheHardWay” is the most shared ad of the 2017 Super Bowl, according to data released today by video ad tech company Unruly.
The beer brand’s 60-second commercial, which tells the story of its founder Adolphus Busch’s harrowing journey from Germany to America and his fateful meeting with fellow immigrant Eberhard Anheuser, has attracted a total of 435,892 shares across social media, ahead of Mr Clean’s second-placed “Cleaner of Your Dreams” (226,767).
It’s the fourth time Budweiser’s has topped the list of the most shared Super Bowl ads in the past five years.
However, despite a number of brands releasing their ads early online, this year has seen a significant decrease in sharing activity from the previous year. The top 10 ads have so far generated 1,456,023 shares online altogether – half of what the top 10 managed at the same time last year (2,889,156), and way behind 2015’s record-breaking total (4,485,297).
In third spot is Airbnb’s “We Accept”, a campaign which calls for social inclusion which has attracted 155,971 shares online since its launch yesterday, followed by T-Mobile’s “#UnlimitedMoves”, starring Justin Bieber, in fourth (155,070). Audi’s “#DriveProgress”, which tackles the issue of equal pay, was fifth (132,606).
Other ads to appear in this year’s top 10 include Avocados from Mexico’s funny commercial “#AvoSecrets” (sixth), Hyundai’s “A Better Super Bowl” (ninth), which includes footage filmed during the Super Bowl itself, the extended version of 84 Lumber’s controversial campaign, “The Entire Journey”, and Coca-Cola’s “It’s Beautiful” (eighth), a rerun of an ad originally screened during the 2014 Super Bowl. Tide’s “Gronk Kinda Gets It Out” was the only teaser to make it onto the list, coming in tenth.
Devra Prywes, SVP, Marketing and Insights, Unruly, said: “For the fourth time in five years, Budweiser took home the most shared spot at this year’s Super Bowl. Budweiser topped the chart by sharing its emotional origin story – one of immigrants’ hard work and determination.
“From 84 Lumber’s server-crashing, overtly political spot to AirBnB’s message of acceptance and Audi’s #driveprogress message, socially-conscious videos make up half of the top ads list. Coca-Cola also re-released an existing ad because it ties so well into the cultural zeitgeist.”
Top 10 most shared ads of Super Bowl 2017
Total shares: 435,892
Total Shares: 226,767
Total shares: 155,971
Total shares: 155,070
Total shares: 132,606
Total shares: 103,303
Total shares: 67,430
Total shares: 62,421
Total shares: 59,679
Total shares: 56,884
Unruly’s Super Bowl Top 10 ranks Facebook and YouTube videos by the number of shares they attract on Facebook and the blogosphere as opposed to the number of views.
As such, it’s a true measure of a brand’s viral success, ranking branded content by the volume of active pass-on rather than the more passive metric of video consumption (views).
Stats were compiled on February 6, 2017. Chart does not include movie trailers.
Unruly gets videos seen, shared and loved across the open web for brands that want to move people, not just reach people. By bringing emotional intelligence to digital advertising, we help 91% of Ad Age 100 brands inform and inspire 1.44bn people around the world, using polite outstream formats on sites that people love. UnrulyX, the viewable video SSP, creates better ad experiences for consumers, improved brand outcomes for advertisers and increased revenues for top-flight publishers.
Emotion matters in marketing. Emotion creates values and sets preferences. Inspires action. Drives sales. Unruly has a decade’s data of consumer responses to video and uses that to hone content, model audiences and deploy ad dollars in ways that heighten emotional response and maximise brand impact. Unruly was founded in 2006 and acquired by News Corp (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV) in 2015. With 300 Unrulies across 20 locations worldwide, our super power is emotional intelligence and our secret weapon is passionate people on a mission to #DeliverWow.