By Barry Janoff
February 7, 2017: They may be crunching numbers for quite some time in Atlanta trying to figure out how a 28-3 lead turned into a 34-28 loss to the New England Patriots in Super Bowl LI, but a plethora of marketing, brand value, digital and viewing numbers show that for the most part companies made the right call by attaching their names to the Big Game.
The first overtime game in Super Bowl history drew an average of 111.9 viewers on Fox. Fox also said that an additional 1.72 million people watched the game online via its Fox Sports app and Web site and another 650,000 on Fox Deportes.
The broadcast average trails the 114.4 million for Super Bowl XLIX (2015) on NBC, 112.2 million for Super Bowl XLVIII (2014) on Fox, 111.9 million for Super Bowl 50 (2016) on CBS, is tied with Super Bowl XLVI (2012) on NBC and ahead of 111 million for Super Bowl XLV (2011) on Fox.
Fox charged upward of $5 million for a 30-second ad, and during Super Bowl LI 65 distinct brands ran 104 spots in 49 ad breaks for just under 3,000 seconds (49.9 minutes) of dedicated ad time.
Advertisers generated an estimated revenue of $509.6 million for Fox from the in-game telecast, including overtime but not post-game, according to analytics and research firm iSpot.tv.
iSpot.tv said it measured activity from more than 10 million smart TVs and tracked responses to TV ads on social/digital platforms.
Advertisers saw 36.4 million earned YouTube views and 93,497,275 online views (paid and earned) on Game Day alone, according to iSpot.tv.
The running tally passed 501.3 million views the day after the Super Bowl. "The water-cooler effect will likely hit another 100 million views" on Monday (Feb. 6) alone," per iSpot.tv.
Of ads that ran on-air during the game, the most-viewed spots online (through Feb. 7) were topped by Budweiser’s "Born the Hard Way," with almost 27 million views on YouTube; and "Cleaner of Your Dreams" from P&G’s Mr. Clean, topping 10.7 million views.
The Top Five also includes the Netflix’ promo for season two of Stranger Things, with more than 10.2 million YouTube views; the Disney trailer for Pirates of the Caribbean: Dead Men Tell No Tales (pictured), which has surpassed 3.9 million views (not counting more than 31 million YouTube views of the teaser posted four months ago); and Super Bowl rookie 84 Lumber’s "The Journey Begins" at more than 3 million views.
With its sponsorship of the Super Bowl LI Halftime Show with Lady Gaga, "Pepsi looks to get a windfall of approximately $32 million in brand value," according too research and consulting firm Apex MG Analytics.
Fox said that some 117.5 viewers watched the halftime show, second-most in Super Bowl history behind the 120.7 million who saw Katy Perry perform during halftime at Super Bowl XLIX.
In addition, Alfa Romeo USA "received more than $12 million in exposure from their sponsorship of the NFL on Fox Halftime Report."
"With its sponsorship of the Super Bowl LI Halftime Show with Lady Gaga, Pepsi looks to get a windfall of approximately $32 million in brand value."
And Bose headsets worn on the sidelines during Super Bowl LI gave the company more than $10.4 million in brand value, per Apex MG Analytics.
All told, there were 96,158,081 digital actions explicitly linked to Super Bowl ads on game day, according to iSpottv.
Netflix generated the most social actions with 554,000, followed by Budweiser (433,000) and Mr. Clean (413,000).
Social Reach (estimated reach from social media sharing) hit 4.39 billion on Game Day and 5.76 billion overall.
Netflix’ Stranger Things and T-Mobile alone topped 1.2 billion in estimated social reach.
Good news for Big Game advertisers: Netflix, T-Mobile and other brands are still generating actions in the post Super Bowl LI window, with tallies still coming in, per iSpottv.
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