While two great football teams played a surprisingly one-sided game last night in New Jersey, advertisers went head to head on creativity and spend during the commercial breaks. Ask.com, a leading online brand for questions and answers, today released data culled from its 100 million monthly users to reveal which big budget Super Bowl commercials were advertising champs among Americans, and which advertisers went home empty handed.
Every year, the biggest brands bring out advertising’s big guns, vying for the winning commercial, with starting spend at around $4 million per 30 seconds of screen time. This Super Bowl Sunday’s ads did not disappoint, with surprise contenders Maserati and Oikos coming out on top as fan favorites, and usual darling Budweiser scoring big points, as expected. Of course not all ads fared as well, with companies like Volkswagen and Doritos surprisingly leaving something to be desired, despite initial buzz. And, against the odds, SodaStream bubbled in search volume on Game Day, even with last week’s censor concerns.
Oikos Connected to a Full House
Talked about for weeks before Super Bowl Sunday, Oikos’ “bromance” campaign, featuring the main characters from the beloved TV series, “Full House,” appealed to consumers’ nostalgia. The hype lived up to the anticipation come game day, despite the yogurt brand having to go up against Super Bowl advertising stalwarts. Leveraging John Stamos’ history with the hit show was a smart move for Oikos, as the ad represented 29 percent of all Ask.com’s Super Bowl commercial searches.
Maserati Steals the Show
Taking viewers by surprise, the high-end car company drove searches for Maserati’s Ghibli ad, accounting for 18 percent of all game day commercial searches and placing it in the top three brands searched for on Ask during game time. Featuring young Oscar nominee Quvenzhane Wallis, people everywhere were impressed by the stunning cinematography of the commercial.
Budweiser Is Still America’s Best Bud
Piggybacking on the success of last year’s “Best Buds” campaign with the Budweiser Clydesdale, the famous beer brand, known for its popular Super Bowl commercials, brought an adorable puppy into the mix for the sequel. Searches for the ad spiked during the week prior to the big game and remained high with 12 percent of searches going to the puppy love. The beer brand didn’t show its whole hand ahead of Sunday’s showdown however; its “Hero’s Welcome” spot, featuring Lt. Chuck Nadd’s homecoming, drove 15 percent of Ask searches during the game.
Volkswagen’s Initial Buzz Drowned Out
Playing with whimsical ideas of mythology, Volkswagen created a delightful advertisement that was expected to be a stand out contender, but resulted in a miss. Volkswagen was hardly noticed by viewers, taking home only two percent of all Super Bowl commercial searches the night of the game.
Doritos Fan-Created Advertisements Are a Dud
In keeping with tradition, Doritos’ annual Super Bowl commercial was fan-created. With five contenders released prior to game day, viewers were able to vote for their favorite. “Finger Licker” was the clear audience favorite leading up to Sunday but did not make the top two that aired during the game. The chosen winners were “Doritos Time Machine,” which only saw three percent of Ask.com searches, and “Cowboy Kid,” which fared better at seven percent.
Scarlett Johansson’s SodaStream Makes a Splash
Even though SodaStream was forced to censor their commercial featuring Scarlett Johansson due to a negative mention of the half-time show sponsor, Pepsi, its ad fared decently well in Ask.com searches, owning nine percent of all Super Bowl commercial searches on Sunday night.
Ask.com also took a look at the most popular questions asked around Super Bowl ads the night of the game:
1. Was that Maserati’s first commercial?
2. What is the hashtag for the Esurance contest?
3. Will there be a Full House reunion?
4. Why was there a Scientology commercial?
5. What is Jerry Seinfeld’s new show?