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What Did We Learn From the 2016 Super Bowl Ads?

Jeep’s Format and Content Won Attention During the Super Bowl

Jeep’s “Portraits” ad was radical in design, according to this Adweek article by Tim Nudd.   “Portraits” was a vertical video, which used less than half of the available TV screen space.  According to the article, “Why Jeep Ran a Vertical Ad on the Super Bowl With 112 Million Watching Horizontal Screens,” Sean Reynolds, Global Executive Creative Director at iris, whose New York office created the 60-second spot, told Adweek, “The close crop was important to really focus the viewer on the eyes and the stories they tell.” Reynolds also commented, “We always had the idea that because it’s a portrait ad, it would look great on a mobile device.” See more . . http://www.adweek.com/news/advertising-branding/why-jeep-ran-vertical-ad-super-bowl-112-million-watching-horizontal-screens-169555?utm_medium=email&utm_campaign=Adweek_Newsletter_2016001007&utm_source=sailthru&utm_term=AWK_NewDaily

 

Did Your Mobile Device Use Increase During the Super Bowl?

There were an estimated 2.5 million more people on digital screens on Super Bowl Sunday compared to the previous Sunday.  Most of that increase resulted from viewers using their mobile devices, rather than desktops.  Joe Mandese also discusses the Digital Traffic Index, which measured this shift in the supply of digital unique users in the Media Post article, “Supply of Mobile Uniques Spikes Super Sunday, Desktop Gets Sacked.”  See more . . . http://www.mediapost.com/publications/article/268695/supply-of-mobile-uniques-spikes-super-sunday-desk.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=90154

 

Did You Watch the PuppyMonkeyBaby Super Bowl Commercial Online?

Super Bowl commercials generated 476 million online views overall, with 62.4 million of those online views occurring on Super Bowl Sunday according to iSpot.TV.  This Broadcasting & Cable article by Jon Lafayette also discusses whether those views came from Facebook or YouTube, and details which ads drew the most views in terms of digital and social activity.  See more. . http://www.broadcastingcable.com/news/currency/super-bowl-ads-draw-476m-views-online/153622

 

Viewers Still Like Super Bowl Ads: How Long Will That Last?

This eMarketer article analyzed a National Retail Federation survey which showed that 77.1% of consumers viewed Super Bowl ads as a form of entertainment.  In contrast, only 4.5% of consumers were bothered by these ads.  The article concluded that Super Bowl ads will continue to be of interest to consumers, and that social media increases their engagement with the ads.  See more . . http://www.emarketer.com/Article/Viewers-Still-Like-Super-Bowl-Ads/1013533

 

How Digital Conversations Reinforce Super Bowl Advertising-The Power of Earned Media Drives Television Engagement

This Journal of Advertising Research article by Harlan E. Spotts, Western New England University, Scott C. Purvis, G&R Cooperative, LLC, and Sandeep Patnaik, University of Maryland University College, investigated the interactive relationship between social media buzz and brand advertising during the 2011 and 2012 Super Bowls.  The authors concluded: “Overall, the study found evidence that the relationship between traditional television advertising and online social-media conversations was reciprocal, with both media platforms working in tandem to enhance brand engagement.” TAGS: JAR, cross-platform.  Source: http://www.thearf.org/journal-of-advertising-research-online-access/