The Big Game is one of the only events of the year where people look forward to watching commercials.
These multi-million dollar spots can become cultural touchpoints beyond game day, sparking conversations in-person and on social. We saw over 12.3 million actions on posts about these commercials in the days surrounding the game.1
Many of the top posts about these commercials came from the celebrities featured in them, like Nick Jonas, Ozzy Osbourne, Alicia Silverstone, and Melissa McCarthy.1 These household names brought the power of a strong platform on social to support campaigns on social media.
View this post on Instagram A post shared by nickjonas(@nickjonas)
A post shared by nickjonas(@nickjonas)
View this post on Instagram A post shared by ozzyosbourne(@ozzyosbourne)
A post shared by ozzyosbourne(@ozzyosbourne)
YouTube saw the most viewership of the social platforms, racking up over 124 million total views in the last 30 days. T-Mobile's ad featuring John Travolta was the strongest individual performer with 42.6 million YouTube views.2
Top Commercials on YouTube2
Brand
Video Views
1
T-Mobile
46.2m
2
26.9m
3
Paramount+
11.4m
4
Avacados From Mexico
8.0m
5
Michelob ULTRA
6.0m
While YouTube had the strongest performance, several brands also cross-posted their spots to other platforms and saw solid engagement.
Ad performance varied on different platforms as each platform has a distinct audience, but we saw Paramount+ in the top 3 everywhere but Instagram. Their fun spot featuring Sylvester Stallone stopped the scroll. Pepsi’s ads with Ben Stiller and Steve Martin also saw strong performance.
@paramountplusWe all got the GOOSIES #ParamountPlus #AMountainOfEntertainment #SylvesterStallone #BigGame ♬ original sound - Paramount Plus
Top Commercials on TikTok3
21.5m
Pepsi
6.4m
5.9m
Top Commercials on Facebook4
2.8m
Jeep
1.9m
1.3m
Top Commercials on Twitter5
2.2m
Top Commercials on Instagram6
Actions
The Fast Saga
231k
The Farmer's Dog
29.8k
Sketchers
25.9k
We’ll be continuing to update this series with the key analysis about the game including tv audience insights, so be sure to check back throughout the week.
For more in-depth insights, get in touch here.
Sources:
1. Comscore Social Powered by Shareablee Content Pulse, Posts mentioning “Super Bowl” or “superbowl” or “Big Game” or “biggame” and “commercial” or “ad” or “spot”, Facebook, Instagram, Twitter, TikTok, Feb 1 – Feb 13, 2023.2. Comscore Social Powered by Shareablee Content Pulse, Custom Category including Super Bowl sponsors, YouTube, Jan 1 – Feb 13, 2023.3. Comscore Social Powered by Shareablee Content Pulse, Custom Category including Super Bowl sponsors, TikTok, Jan 1 – Feb 13, 2023.4. Comscore Social Powered by Shareablee Content Pulse, Custom Category including Super Bowl sponsors, Facebook, Jan 1 – Feb 13, 2023.5. Comscore Social Powered by Shareablee Content Pulse, Custom Category including Super Bowl sponsors, Twitter, Jan 1 – Feb 13, 2023.6. Comscore Social Powered by Shareablee Content Pulse, Custom Category including Super Bowl sponsors, Instagram, Jan 1 – Feb 13, 2023.
Numbers are reflective of in-platform numbers as of February 14th, 2023