Behind the scenes at the Super Bowl, an inside look from DG MediaMind

By Natan Edelsburg 

While the Super Bowl is past us, there’s still an intense amount to learn from one of TV’s biggest events of the years. DG MediaMind recently put together stats on the impact of the Super Vowl ads online for Lost Remote.

DG actually delivered 80% of the ads for the game. DG Head of Cross-Media Analytics, George Musi explained the impact the blackout had on the big night. “The game fell short of setting a viewership record and reversed a recording breaking trend in viewership – the Nielsen Co. said an estimated 108.4 million people (2.9 million fewer than 2012) watched Super Bowl XLVII, making it the 3rd most-watched program in U.S. TV history.” Here’s DG’s analysis and chart.

Every marketer and advertiser wants to know which Super Bowl ad was the winner of the big game. However, determining the winners and losers often depends on which metrics (and there a myriad) you use to measure or determine success – which can be a tricky business. As evidence, I’ve read through several early analysis pieces from various sources (which are listed below), and it seems that Budweiser’s The Clydesdales: “Brotherhood” 2013 Super Bowl commercial was the big winner this year.




2013 Super Bowl Ad

Most Views YouTube Budweiser The Clydesdales: “Brotherhood”
Most Popular USA Today’s Ad Meter Budweiser The Clydesdales: “Brotherhood”
Most Viral Unruly Budweiser The Clydesdales: “Brotherhood”
Buzziest Yahoo! Budweiser The Clydesdales: “Brotherhood”
Largest Brand Lift AddThis Budweiser The Clydesdales: “Brotherhood”
Most Content Virality Dachis Group Budweiser The Clydesdales: “Brotherhood
Highest Engagement & Purchase Intent Frank N. Magid Associates and React Labs Budweiser The Clydesdales: “Brotherhood”
Most Effective ACR Metrix Budweiser The Clydesdales: “Brotherhood”
Most-Tweeted Hashtag Networked Insights Budweiser The Clydesdales: “Brotherhood”
Highest Share of Conversation Weighted by Sentiment DataSift Budweiser The Clydesdales: “Brotherhood”
Most Memorable Nielsen Doritos – Goat 4 Sale
Most Liked Nielsen Doritos – Goat 4 Sale
Most Mentioned Brand Overall in Social Media Attensity Media Doritos – Goat 4 Sale
Highest-Rated Commercial – Overall Kantar Media CBS series promo “Person of Interest”
Ad Retention Index (ARI) Rentrak CBS series promo “Person of Interest”
Highest-Rated Commercial – Marketer Kantar Media Samsung Mobile USA – The Next Big Thing
Most Engaging TiVo Research and Analytics Taco Bell “Viva Young”
Highest Sentiment Rating & PointsLocal Taco Bell “Viva Young”
Most-Viewed Across The Web Visible Measures Toyota RAV4 “Wish Granted”
Most # of Mentions on Twitter & Public Facebook Comments bluefin labs Dodge Ram’s “Farmer”
Search Data Yahoo! Dodge Ram’s “Farmer”
Most Likes Hulu Adzone Dodge Ram’s “Farmer”
Most Volume of Real-time Social Media Conversations Networked Insights’s “Perfect Match”
Highest Net Sentiment Networked Insights Tide’s “Miracle Stain”
Highest Buzz Count & PointsLocal Volkswagen’s “Get In, Get Happy”
Top Ad Relevancy Score Experian Marketing Services Audi’s “The Prom”