AdAge – ‘PuppyMonkeyBaby’ is Super Bowl Champ for share of voice

Mtn Dew’s weird “PuppyMonkeyBaby” ad in Super Bowl 50 was controversial in some quarters, but it is beating all rivals in a measure combining earned views and social actions, according to iSpot.tv.

The spot, by BBDO New York, grabbed 11.5% share of voice on Super Bowl ads, compared with 7.3% for the next closest contender, Hyundai’s “First Date,” which ran just before kickoff.

iSpot.tv defines share of voice as the percentage of social actions and earned views generated by the spot compared to all others. Social actions include events such as Twitter shares and mentions and Facebook posts, likes, shares and comments.

Earned views represent video plays where the consumer intentionally saw the spot.By another measure, TV impressions, Pokemon’s Super Bowl ad promoting the video game’s20th anniversary came in first. ISpot.tv says it estimates TV impressions via data from 10million TV sets.

February 8th, 2016