Super Bowl 2013 Ads Attract Twice As Many Shares As Previous Year

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New Data From Marketing Tech Platform Unruly Also Shows 60% Of Most Successful Campaigns Launched Before Super Bowl Sunday

Super Bowl: 10 Facts Every Brand Should Know

With more than 500,000 shares of branded video every 24 hours, the Super Bowl offers advertisers a unique opportunity to efficiently extend the reach of their Super Bowl investment and generate excitement.

Super Bowl 2013 video ads attracted almost twice as many shares online as the previous year.

That’s according to new data* released today by marketing technology platform Unruly, which found the number of video shares has grown 30 times in the last three years.

The top 10 most shared ads from Super Bowl 2013 generated a total of 10.2 million shares across Facebook, Twitter and the blogosphere - an 89% increase from 2012 (5.4 million), and a substantial uplift from the 355,325 shares the top 10 commercials managed in 2010.

Other stats included in Unruly’s infographic, 'Super Bowl: 10 Facts Every Brand Should Know', are:

  •     The most shares (3.3 million) from Super Bowl 2013 were recorded on Super Bowl Monday (February 4) - twice as many as the next biggest day, February 5 (1.6m shares) and nine times bigger than the number of shares recorded on Super Bowl Sunday;
  •     The average length of the top 10 Super Bowl ads more than doubled (112%) from 2010-2013, from 42 seconds to 89 seconds;
  •     The average share rate (the % of viewers who also shared the ads) of Super Bowl ads nearly doubled between 2012 and 2013. In 2012, it took 57 views to generate one share, in 2013, it took 31 views;
  •     3 of the top 10 most shared Super Bowl ads of all time are movie trailers - (Fast 5; Fast and Furious 6 and Star Trek Into Darkness);
  •     60% of the most shared Super Bowl ads of all time were launched before Super Bowl Sunday;
  •     7 of the top 20 most shared ads from Super Bowl 2013 were supported by teasers;
  •     The most shared ad of all time is a Super Bowl ad - VW’s “The Force” (5.2 million shares). The second is Budweiser’s “9/11 Tribute” from 2002, which trends every September, while third is Budweiser 2013 ad, “Brotherhood”.

Unruly’s U.S president Richard Kosinski said: “The Super Bowl is no longer just about creating a compelling :30 TV spot that will be the talked about at the office on Monday morning. With more than 500,000 shares of branded video every 24 hours [source: Unruly Viral Video Chart], the Super Bowl offers advertisers a unique opportunity to efficiently extend the reach of their Super Bowl investment and generate excitement leading up to Super Bowl Sunday and beyond.

“However, a lot of brands need to raise their game if they want to come away with a winner by making content that created a powerful connection with its online audience. Budweiser did just that in 2013. ‘Brotherhood’ really touched a nerve among its audience, who made it the third most shared Super Bowl ad of all time within just five days.”

Unruly has also created a playbook, offering insight and tips on how brands can make their content more contagious - even with just over two weeks to go.

Kosinski added: "Our playbook and stats should be the first stop for any brand looking to make the most of the incredible opportunity the Super Bowl provides."

“It helps answer questions like when you should launch your ad online, how long you should make your ad, whether you should include a teaser campaign and what kind of content is most likely to be shared online.”

You can download Unruly’s Super Bowl Playbook by clicking here.

Unruly COO and co-founder Sarah Wood added: “It’s going to be a really exciting year. Super Bowl brands are keeping their cards close to their chest. Last year we saw a lot of advertisers releasing teasers ads to their Big Game spots in the days and weeks leading up to Super Bowl Sunday. This year we are seeing a lot fewer, so expect some big surprises on the day.”

Unruly’s 2014 Super Bowl Playbook and infographic ‘Super Bowl: 10 Facts Every Brand Should Know’ are based on data from the Unruly Viral Video Chart™ and Unruly Analytics™, which ranks videos by the number of shares they attract across Twitter, Facebook and the blogosphere as opposed to the number of views.

As such, it’s a true measure of a brand’s viral success, ranking branded content by the volume of active pass-on rather than the more passive metric of video consumption (views).

Stats were compiled on January 8, 2014.

Unruly, Unruly Viral Video Chart, Unruly Analytics and logos and associated marks are trademarks of Unruly Group. Other marks are owned by their respective owners.


About Unruly
Marketing technology company Unruly is the leading global platform for social video marketing and works with top brands and their agencies to predict the emotional impact of their videos and get them watched, tracked and shared across paid, owned and earned media. We use our proprietary technology to turn target audiences into engaged viewers and engaged viewers into customers and advocates.

Our end-to-end solution cracks the code on social video sharing. Brands can predict shareability with Unruly Labs, activate the Open Web with Unruly Activate and prove social ROI with Unruly Analytics, a cloud-based dashboard providing real-time competitive benchmarks across 6 billion customizable data points.

The Unruly Viral Video Chart has tracked 424 billion video views since 2006. With an engaged audience of over a billion consumers, across the full range of mobile, tablet and second screen devices, Unruly has delivered, tracked and audited 3.85 billion video views across 3,500+ social video campaigns for over 450 brands, including Volkswagen, Dove, Coca-Cola, T-Mobile, Microsoft, Warner Bros and adidas.

We’ve worked with 60% of Interbrand’s Top 100 Best Global Brands and our mission is to deliver the most awesome social video advertising campaigns on the planet.

Founded in 2006, Unruly has 12 offices and employs over 140 people globally. In 2012, Unruly secured a $25 million Series A investment led by Amadeus, Van den Ende & Deitmers and Business Growth Fund - the largest ever for a private company in the social video space.

The company has won over 18 awards, including 'Best Content Distribution Service' at the Braves Awards; 'Digital Innovator of the Year' at the Sunday Times Hiscox Tech Track 100; 'International Management Team of the Year' at the BVCA Awards 2013 and #14 on the Deloitte Technology Fast 500 EMEA. Unruly is also a Tech City Future Fifty company.

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Jennifer Conway
Dotted Line Communications
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