Dive Brief:
- Advertising metrics firm iSpot has pulled together the commercial winners of this year's Super Bowl based on real engagement, rather than straight views.
- According to the data compiled by iSpot, Always' #LikeAGirl spot—sending a message of gender equality and female empowerment—was the leader by measure of engagement.
- The Always spot inspired over 400k social actions— that includes likes, shares, etc.—and over 2 million online plays, which means the ad made up 9.03% of the digital share of voice for Super Bowl spots.
Dive Insight:
Just looking at the number of viewers is one good indicator of a commercial's success, but it doesn't tell the whole story. The #LikeAGirl campaign helped to spark real feelings in viewers—something that helps to initiate digital conversations.
Rounding out the top five of iSpot's list are Budweiser's Lost Dog commercial, McDonald's "Pay with Lovin," Kim Kardashian's spot with T-Mobile, and Coca-Cola's Big Game ad.
