Taboola: Doritos’ Online Readership Skyrocketed 85 Times on Super Sunday vs. Average Sunday

The snack brand’s dance-off between Lil Nas X and Sam Elliott led to domination

"Old Town Road" brought new online readership for Doritos
Frito-Lay

Doritos drove the “Old Town Road” to 85 times more online readership about its brand on Super Bowl Sunday than on the average Sunday, according to an analysis by native advertising platform Taboola.

Taboola said the snack brand’s dance-off between Lil Nas X and Sam Elliott led to domination in terms of online readership.

Planters came in a distant second, with 21 times more online readership than an average Sunday, on the strength of the resurrection of Mr. Peanut as #BabyNut.

Interactive ad When We Come Together drove an 11 times surge in readership for Procter & Gamble, as it enabled viewers to choose between its brands including Bounty, Charmin, Old Spice, Febreze, Mr. Clean, Olay and Head & Shoulders.

Pringles (five times) and Bud Light (four times) rounded out the top five.

On the non-advertising front, Kansas City Chiefs quarterback Patrick Mahomes saw a 450% spike in online readership compared with the average Sunday, accounting for 75% of the total for the two quarterbacks in the game (the San Francisco 49ersJimmy Garoppolo accounted for 25%), while in the battle of halftime show performers, Jennifer Lopez trounced Shakira, 71.1% to 28.9%.

Taboola
Taboola

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