It’s time to take a look at the top 10 ads of the week by digital share of voice*, powered by iSpot.tv. iSpot.tv tracks TV ads in real-time and allows customers to monitor social actions, search activity and online video views associated with TV spots across Facebook, Twitter, YouTube, Google, Bing, and Yahoo!
The top spot this week is the impossibly cute “Friends Furever” spot for Android, with a 3.92% of overall share on the back of an impressive 7.3 million online views and over 380,000 social actions.
But while the Super Bowl may be long past, the commercials continue to live on. Six of the spots in this week’s top 10, and four of the top five, all first aired during the Big Game broadcast and continue to have legs. They include McDonald’s “Pay with Lovin” at 2.24% share of voice, T-Mobile’s “Kim’s Data Stash” at 1.38%, Bud Light’s “Real Life PacMan” at 1.18%, and Snicker’s “The Brady Bunch” at 1.12% in the top five alone.
Of the lower five, two thirds were non-Super Bowl ads. Budweiser’s “Brewed the Hard Way” racked up a sizable 5.7 million online views, but just 19,000 social actions, while Reebok’s “Freak Show: Be More Human” picked up 2.1 million views and 0ver 77,000 social actions to snag a .9% share of voice.
And Disney’s “Mickey’s Magical Math World” mobile app ad sneaked by the last remaining Super Bowl spot (BMW’s “Newfangled Idea”) with a .87% share of voice led mostly by over 124,000 social actions and only 19 online views.
Clearly, the effects of the Super Bowl are still being felt in the world of ad effectiveness, but week-by-week the stage is being reset to “normal.”
Top 10 Ads by Digital Share of Voice
powered by iSpot.tv
1. Friends Furever
3.92% Digital SOV 7,307,530 Online Views 380,650 Social Actions
2. Pay with Lovin
2.24% Digital SOV 9,137,871 Online Views 98,880 Social Actions
3. Kim’s Data Stash
1.38% Digital SOV 3,735,326 Online Views 104,425 Social Actions
4. Real Life PacMan #UpForWhatever
1.18% Digital SOV 5,924,712 Online Views 24,982 Social Actions
5. The Brady Bunch
1.12% Digital SOV 4,523,910 Online Views 45,520 Social Actions
6. Brewed the Hard Way
1.11% Digital SOV 5,779,774 Online Views 19,042 Social Actions
7. Like a Girl
1.04% Digital SOV 1,652,494 Online Views 108,049 Social Actions
8. Freak Show: Be More Human
0.91% Digital SOV 2,112,375 Online Views 77,884 Social Actions
9. Magical Math World
0.87% Digital SOV 19 Online Views 124,253 Social Actions
10. Newfangled Idea
0.71% Digital SOV 3,919,195 Online Views 6,023 Social Actions
Excludes Movie Trailers.
Real-Time TV Advertising Metrics at iSpot.tv
*From iSpot.tv: For each airing of an ad on TV, we correlate the resulting digital activity back to the airing based on the timing of the activity and the location of the user. Our window for correlating activity to an ad airing can be as long as 20 minutes following the airing or as short as 1 minute depending on multiple factors such as how often an ad is airing or the day of week and time of day the ad is airing during. Since each airing is tied to a specific show, we are able to expose the shows, networks and times during which audiences are most receptive to certain brand messages.