National Lampoon’s Griswold family helps Old Navy generate social TV buzz

By Natan Edelsburg 

Pepsi, Victoria’s Secret and AT&T took the first three spots on this week’s Most Social TV commercials chart (exclusively provided to Lost Remote from Bluefin Labs), but Old Navy saw the biggest week over week change. Here’s why.

The Old Navy spot featuring Chevy Chase (recently departed from Community) and the Griswold family has helped the Gap Inc. owned brand generate the unique kind of social TV buzz that will help them stand out from competitors during the holiday season. Here’s the chart and further commentary from Bluefin.

  • We measured Tweets about commercials from December 6-12. The infographic displays the most talked-about commercials during this week.
  • The top 3 most Tweeted-about brands were Pepsi (12K), Victoria’s Secret (7K), and AT&T (6.4K).
  • Pepsi reclaimed the top spot in this week’s chart, once again thanks to the One Direction and Drew Brees commercial. 45 out of Pepsi’s 47 total ad airings were of this commercial.
  •  Social TV buzz around Victoria’s Secret dropped almost fifty percent since last week. It looks like despite airing 7 commercials a total of 371 times this week, the big lift in brand conversation we saw last time, due to their fashion show on CBS, was short-lived.
  • AT&T’s momentum in social TV is growing – last week, they had a 54% increase in commentary. This week, their brand buzz increased another 44%, for a total of 6.4K Tweets about their commercials. As we saw last week, most of the commentary was around the funny commercials featuring children.
  • Old Navy jumped to the number four spot in this week’s chart, due to their ads featuring the famous Griswold family from “National Lampoon’s Christmas Vacation”. The original movie cast, including Chevy Chase, appears in their commercials for sweaters and “Pop Pants.” Many viewers responded positively to this:

Source: Bluefin Labs

The Top 10 Social TV Commercials Chart, powered by Bluefin Labs, ranks brands according to how many Tweets their TV commercials received during one week. The “Week-Over-Week % Change” compares the amount of Tweets from the previous week to the current week listed in the chart. The “# of Earned Impressions” refers to the sum of potential impressions made by Tweets about the brand’s commercials: if someone with 100 followers sends 1 Tweet, then it is counted as making 100 potential impressions.