The Super Bowl is always one of the biggest cultural and economic events in the world, and the 2018 Super Bowl proved to be no different. We explored the data to find out which brands were the real success stories of the day.
The dust has settled on a remarkable 2018 Super Bowl. While we’d love to spend some time talking about that remarkable Nick Foles play call, we’re actually here to do our round up of the brands that saw success in the breaks between the game. That’s right, it’s time for some Super Bowl ad analysis.
How does the Super Bowl perform on social?
The Super Bowl is one of the biggest economic and cultural events of the calendar year, driving huge numbers of viewers that watch both the game, and the ads that intersperse the action.
Our data shows that the Super Bowl generates far more engagements on social than any of the other major North American sporting events, with the 30 million engagements it drives at its peak more than 3x that of its nearest rival, the NBA finals.
Which brands were the stars of the 2018 Super Bowl?
We did analysis across five verticals, including food & drink, alcohol, auto, internet & telecoms, and best of the rest, and this data is expanded on in the reports, but here are some insights into the internet and telecoms field to whet the appetites of the curious.
Alexa and Netflix were well ahead of the chasing pack, garnering nearly 400,000 engagements between them for content relating to their high-profile ads.
Of the telecoms brands, content around Verizon performed the best, with nearly 2x the engagements of its rival Sprint.
Squarespace’s ad featuring Keanu Reaves also performed well, with content about it garnering 5x the engagements of content about Wix’s commercial.
Bud Light, Budweiser, the NFL, and Tide all did particularly well against their competitors within their verticals and were some of the standout brands of the big game day.
Start here with our 2018 Super Bowl Food & Drink report, and explore further from there.
Benedict Nicholson is the Managing Editor at NewsWhip. An Englishman in New York, he is interested in the intersection of PR, brands, and journalism, and the trends and innovation around that.
Email Benedict via firstname.lastname@example.org.