Now, not all of the Super Bowl commercials that will air on Sunday have been uploaded to the YouTube AdBlitz channel in advance. – Teaser – Amazon Super Bowl Commercial LII” has 10.2 million total views, and a V3 of 140,000 views. Who knows, maybe the brand’s final Super Bowl ad will outperform the teaser. “Alexa, what’s over-under on either of these outcomes?” “Tostitos – Super Bowl Ads for All – :15” has 13.0 million total views, and a V3 of 7.8 million views. “Little Heroes of Game Day” has 2.4 million total views, and a V3 of 53,100 views. “Skittles ))) Possible Super Bowl Ad – Sandwich” has 486,000 total views, and a V3 of 253,000 views. So, that makes this a possible contender out of all the Super Bowl videos. “Skittles ))) Possible Super Bowl Ad – Being” has 265,000 total views, and a V3 of 59,600 views. “Skittles ))) Possible Super Bowl Ad – Floating” has 150,000 total views, and a V3 of 44,600 views. Now that you’ve seen the top contenders, here’s my final advice for managing upwards during the upcoming meeting on the day after the Super Bowl: if the HiPPO happens to say that 75% of the commercials aired during Sunday’s big game appeared to be a total waste of money, then be prepared to propose moving away from TV advertising entirely and investing in video advertising, branded content, or a sponsored campaign instead.
For many of us, life has been so busy lately that we’ve forgotten what time of year it is. But, on Sunday, Feb. 4, 2018, an average of over 110 million U.S. viewers will be watching Super Bowl LII at any given minute and up to 172 million total U.S. viewers will catch at least part of the National Football League’s championship game.
Now, the Super Bowl is notorious for attracting “bandwagon” viewers. According to the Super Bowl LII Report from Hitwise, this makes Super Bowl audiences very different from regular NFL football fans. The report says, “While NFL fans tend to skew older and more male, Super Bowl audiences skew younger and relatively more female.” Additionally, the latest Hitwise data shows that Super Bowl audiences are 17% more likely than the average American to visit social media and networking sites – particularly Facebook, YouTube, and Twitter.
A New Way to Look at Super Bowl Advertising
All this research begins to explain why social media has played a pivotal role in the Super Bowl for more than a decade and helps shed some light on why most video marketers will be more focused on which Super Bowl ads will win the 2018 YouTube AdBlitz than on whether the New England Patriots or the Philadelphia Eagles will hoist the Vince Lombardi Trophy.
Why do we care so passionately about how well some other brand or agency’s video ad performs? Because we band of brothers and sisters know that the NBC Sports network will get more than $5 million for a 30-second spot during the Super Bowl. And we also know what we could have done with an equivalent amount of money if the highest paid person in the office (HiPPO) could be persuaded to increase the percentage of the marketing budget invested in video advertising, branded content, or a sponsored campaign instead.
Other brands are headed in that direction. For example, Wix.com has ended a three-year Super Bowl streak to focus on digital. In fact, the website builder has moved away from TV advertising entirely — and is focused instead on digital campaigns and working with influencers to promote the brand. According to a story by Jeanine Poggi in Ad Age, “Wix has been hiring celebrities and influencers such as model Karlie Kloss, YouTubers Rhett and Link and comedian James Veitch.”
But, convincing the HiPPO to move money out of TV advertising and into digital video marketing is a battle for another day. In fact, it’s a battle that begins the day after the big game during the inevitable meeting when the HiPPO turns to you and asks, “What was your favorite Super Bowl commercial?” That’s your opportunity to politely point out that you watched and cheered for your favorite 2018 Super Bowl videos last week – because they’d already been uploaded to the YouTube AdBlitz channel.
How Super Bowl Videos Are Performing on AdBlitz
I know you turn to Tubular Insights for strategic insights, critical data, tactical advice, and trends in the digital video marketing business. But I feel a few tips and some guidance on managing your superiors will help you avoid making a career-damaging move. And that brings me to the primary topic of this column: which Super Bowl videos have a shot at winning the 2018 YouTube AdBlitz?
Now, you can always use your personal opinion to pick the winners, of course. For example, I happen to like “Beats By Dre | Tom Brady | Above The Noise,” which already has over 1.6M total views (all numbers correct at time of writing).
But, what if the HiPPO disagrees? If you grumble, “Well, that’s my opinion,” then you’re saying that you’re “wicked smart” (pronounced “smaaht”), which is kinda-sorta implying that the highest paid person in the office is a chowderhead (pronounced “chowdahead”). That’s almost certainly a career-damaging move.
That’s why I recommend using Tubular Video Ratings instead….
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