The Baltimore Ravens may have won the game, but Toyota won Super Bowl XLVII.
With over 16.2 million True Reach views, Toyota's #WishGranted campaign, starring The Big Bang Theory's Kelly Cuoco, is this year's Super Bowl ad winner. The automaker made a strong pre-game push, which included a teaser that has driven over 3.4 million views.
The Top 10 Most-Watched Ads of Super Bowl 2013
Mercedes-Benz comes in a distant second with over 12.0 million True Reach views for Soul. Featuring a star-studded cast including William Dafoe, Usher, and Kate Upton, the ad generated significant amounts of pre-game buzz from a teaser starring Upton and a Mercedez-Benz CLA being washed in slow motion. The teaser has over 6.5 million views, driving the majority of viewership for the campaign.
The most-watched Super Bowl brand of all time, Volkswagen, comes in third place this year with its Get Happy ad. The campaign, a departure from the Start Wars theme that's carried VW for past two years, has seen over 11.6 million True Reach views. Just like Toyota and Mercedes-Benz, VW released a teaser for its ad, which has contributed over 1.8 million views.
With over 11.4 million True Reach views, Samsung's The Next Big Thing featuring Paul Rudd and Seth Rogen grabs fourth place and is climbing fast. The teaser for the game day ad is driving the majority of the viewership, however the game day ad is growing quickly. Launched late Saturday night, the game day already has over 1.8 million views.
Campaigns from Audi, Hyundai, and Coca-Cola also make the Top 10. Check out the complete list below.
True Reach
Our Top 10 list is ranked by True Reach, the performance of all the clips related to an ad across the web, not just a single video on YouTube. True Reach combines the viewership from the videos uploaded by the brands themselves and the copies and derivative content – such as video responses, parodies, mixes, and mashups – uploaded by audiences. We only count views when someone chooses to watch an ad, so these are most popular 2013 Super Bowl ads among audiences through Sunday night.
This list includes all pre-game content in addition to the ads that ran during the game, providing a good sense of the overall campaign strategy, spend, and performance.
What's At Stake Online
The 2012 Super Bowl ads have generated over 400 million total video views. The Top 10 ads are responsible for just under half of the total 2012 views, with an average 19.1 million views per ad. The top 11-20 ads generated a total 72 million views, averaging 7.2 million views, a gap of nearly 12 million views with the Top 10. We'll have to wait and see how many total views 2013 Super Bowl ads will generate, but making the Top 10 is more than just bragging rights.
A 600% Difference
Some in the ad industry have questioned the value of releasing Super Bowl content before the game online. Our Center of Excellence for Cross Media Impact has found that brands that release content prior to game day generate about 600% more video views for their campaigns than those that don't. So far for 2013, that trend is holding. The top four campaigns of Super Bowl 2013 each have a teaser component to them.
The Next Few Days
Over the past couple years, about half of the overall ad campaign views for the Super Bowl occur in the days immediately following the game. In 2012, there were over 180 million Super Bowl ad views through the Thursday after the game. This means that the Top 10 ads will likely shift. We'll have to wait and see how much. We'll provide updates of the most-watched ads from the game over the next few days.
But as of Sunday night, Toyota's #WishGranted is the clear winner of Super Bowl XLVII.
The Top 10 Super Bowl 2013 Super Bowl Ads
| Rank | Brand | Campaign | True Reach |
Watch
|
|---|
|
1
|
Toyota
|
#WishGranted
|
16,297,666
|
|
|
2
|
Mercedes-Benz
|
Soul
|
12,041,827
|
|
|
3
|
Volkswagen
|
Get Happy
|
11,642,318
|
|
|
4
|
Samsung
|
The Next Big Thing
|
11,403,908
|
|
|
5
|
Audi
|
Prom
|
8,535,169
|
|
|
6
|
SodaStream
|
The SodaStream Effect
|
7,288,291
|
|
|
7
|
Hyundai
|
Team
|
6,541,176
|
|
|
8
|
GoDaddy.com
|
Perfect Match
|
5,332,845
|
|
|
9
|
Budweiser
|
Clydesdale
|
5,015,590
|
|
|
10
|
Coca-Cola
|
Coke Chase
|
3,011,858
|
|
