Rounding up the Super Bowl LIII Hot Takes
The NFL’s TV ratings may have rebounded this season, but Super Bowl LIII’s 44.9 overnight rating was the lowest seen for the big game in 10 years. The New Orleans market may be a large reason for that drop, with a 26.2 overnight rating in a city that still feels robbed of the championship.
Twitter has announced its winners of #BrandBowl53. Planters had the highest percentage of all brand-related tweets.
The brand that drove the highest velocity of most tweets-per-minute was Game of Thrones and Bud Light’s co-branded spot, which featured the death of the Bud Knight.
Frank’s RedHot managed to drive the highest percentage of brand conversion among brands without a national TV spot, inserting itself into other ads with a sweepstakes campaign.
The most-viewed Super Bowl ad on YouTube on Sunday through 10 p.m. EST was Verizon’s “The Team That Wouldn’t Be Here,” its tribute to first responders.
Insights company Crimson Hexagon says Burger King’s Andy Warhol spot was one of the most-discussed online. The ad featured Warhol eating a Burger King burger, a snippet from Jørgen Leth’s 1982 documentary “66 Scenes From America,” and it prompted the audience to #EATLIKEANDY. But Comedy writer and fast food expert Bill Oakley pointed out that an interview with Leth suggests Warhol actually settled on Burger King after asking, “Where is the McDonald’s?”
We also reached out to marketers from New England Patriots country to see who they thought lost and won the ad game Sunday night.
“I loved the fact that many of the commercials demonstrated women power, especially Serena Williams and Bumble and Toyota with Antoinette ‘Toni’ Harris,” says Parna Sarkar-Basu of Brand and Buzz Marketing. “It’s about time.” Her favorite ads were Kia’s “The Great Unknowns” and Google’s “100 Billion Words” for their depictions of reality and cultural diversity. Her least favorites were for Bon & Viv Spiked Seltzer. “They tried to be cute and revive the brand,” Sarkar-Basu says. “But I think it missed the mark and came across as, well, stereotyping women.”
Bob Cargill, an independent social media director, content marketer and public speaker, says he was “pleasantly surprised and impressed” with the creativity of car ads during the game, the ones for the Mercedes Benz A-Class and the Kia Tulluride, especially. “The ad I liked best, though, was ‘The 100-Year Game’ ad for the NFL, which ran during halftime,” Cargill says. “It was both entertaining and emotional, given all the legendary players who were involved in the spot. I would have added the players’ names in captions to the ad, however, for the sake of viewers who wouldn’t be able to readily identify them.”