The Super Bowl Ads That Ignited The Most Immediate Social Engagement
The best Super Bowl ads have a way of not only driving consumer interest or watercooler chat, but stirring up conversation in the web-o-sphere in order to create that closed marketing loop that helps sell products, box office ticket sales or increase brand visibility.
The best Super Bowl ads have a way of not only driving consumer interest or watercooler chat, but stirring up conversation in the web-o-sphere in order to create that closed marketing loop that helps sell products, box office ticket sales or increase brand visibility.
Consumer research company MarketCast measured social volume (mentions) and sentiment for every Super Bowl LIX spot in real-time, locking at organic posts from social users – separate from the owned posts from the brands or network themselves – from the moment they aired to 15 minutes post-airing.
The results are in! MarketCast found that in first half of Super Bowl LIX, movie franchises, Nike and the NFL’s ‘Stand Up to Hate’ campaign scored with consumers.Tom Cruise’s pre-kickoff presence set the tone for Mission Impossible: Final Reckoning to win the night with organic social volume in the minutes after the ad aired noting over 50,000 mentions!
Key takeaways:
Nike’s spotlight on women’s sports resonated and the ad fired up social media, with many praising the clips and athletes featured.
Dunkin’ and Doritos brought humor and engagement through, who else, the Afflecks, with Dunkin’s jab at Starbucks getting laughs and Doritos’ alien-themed ad fueling interest in the #DoritosCash contest.
The second half’s lopsided score saw lower social buzz. However Bud Light and Jeep kept the conversation alive. Bud Light’s block party with Post Malone, Shane Gillis and Peyton Manning hit the right notes, while Harrison Ford’s Jeep spot blended star power with humor.
MarketCast’s Most Social Mentions by Volume: Super Bowl LIX Final Score
Brand / Spot
Social Volume (Mentions)
What MarketCast Is Saying…
Mission Impossible: Final Reckoning
+50,000
Mission Impossible just won the Super Bowl pre-game. Fans—both die-hards and casual viewers—are all in for the final installment. And seeing Tom Cruise in the pre-kickoff programming? A win, win.
Stand Up to Hate
+18,000
‘Stand Up to Hate’ spot sparked social buzz—especially with Snoop and Tom Brady in the mix. Some liked it, others turned it into a political battleground.
Thunderbolts*
+15,000
Fans are hyped for Thunderbolts and are speculating where the storyline is headed.
Nike
+9,000
Nike’s Super Bowl spot brought the heat—especially for women. The focus on women's sports fired up social media, with many praising the clips and athletes featured.
Lilo & Stitch
+8,000
Some fans were excited for the return of Lilo & Stitch, while others worried about the live-action treatment.
Dunkin’
+7,900
Dunkin’ throwing shade at Starbucks. Fans love that. But the ad’s plot? That’s where things get a little hazy.
Doritos
+7,100
Doritos just went intergalactic, and fans are here for it. The alien concept was a hit, and the #DoritosCash contest had people jumping.
Bud Light
+5,100
Hold on to your fanny packs, Bud Light brought the party to the cul-de-sac with a little help from Post Malone and Shane Gillis. Audiences loved the neighborhood block party concept of the ad, featuring a cameo from NFL legend Peyton Manning.
Budweiser
+4,700
Budweiser brought back the Clydesdales, and fans loved it. Timeless, iconic and a reminder of what makes the brand special.
Tie:
Michelob Ultra
Jeep
+4,400
+4,400
Michelob Ultra’s pickleball showdown with Willem Dafoe and Catherine O’Hara was a smash hit! Fans loved the perfect mix of comedy, sports, and star power.
Harrison Ford drove the second half home with Jeep’s ad—his speech landed, mixing authenticity with pure star power. And the playful jabs at Ford? Had lots of folks laughing.
Most Social Mentions by Volume: First Half
Brand / Spot
Social Volume (Mentions)
Insight
Mission Impossible: Final Reckoning
+50,000
Mission Impossible just won the Super Bowl pre-game. Fans—both die-hards and casual viewers—are all in for the final installment. And seeing Tom Cruise in the pre-kickoff programming? A win, win.
Standup to Hate
+18,000
‘Stand Up to Hate’ spot sparked social buzz—especially with Snoop and Tom Brady in the mix. Some liked it, others turned it into a political battleground.
Thunderbolts
+15,000
Fans are hyped for Thunderbolts and are speculating where the storyline is headed.
Nike
+9,000
Nike’s Super Bowl spot brought the heat—especially for women. The focus on women's sports fired up social media, with many praising the clips and athletes featured.
Lilo and Stitch
+8,000
Some fans are excited for the return of Lilo & Stitch, while others worry about the live-action treatment.
Dunkin
+7,900
Dunkin’ throwing shade at Starbucks. Fans love that. But the ad’s plot? That’s where things get a little hazy.
Doritos
+7,100
Doritos just went intergalactic, and fans are here for it. The alien concept was a hit, and the #DoritosCash contest had people jumping.
Most Social Mentions by Volume: Second Half
Brand / Spot
Social Volume (Mentions)
Insight
Bud Light
+5,100
Hold on to your fanny packs, Bud Light brought the party to the cul-de-sac with a little help from Post Malone and Shane Gillis. Audiences loved the neighborhood block party concept of the ad, featuring a cameo from NFL legend Peyton Manning.
Jeep
+4,400
Harrison Ford drove the second half home with Jeep’s ad—his speech landed, mixing authenticity with pure star power. And the playful jabs at Ford? Had lots of folks laughing.
Lay’s
+2,900
Lay's heartwarming story of a little girl replanting a fallen potato captured the hearts of audiences, with many praising the chips brand's nod to farmers.
Stella Artois
+1,000
David Beckham, meet "Other David." Audiences were charmed by the clever twist of Beckham discovering his long-lost American twin (Matt Damon) while also raising a glass to the beer itself.
Pizza Rolls
+550
Pizza Rolls delivered a favorite for many—Tim Robinson and Sam Richardson’s Detroiters reunion had people laughing out loud.
