Doritos crashes the Super Bowl
It’s a perennial fact that some viewers tune into the Super Bowl simply for its advertising. The game attracts the largest television audience of the year, with this year’s estimated average audience at 111.9 million, just short of last year’s record-setting number of 114.4 million average viewers.
Analysts tapped a number of ads as the clear “winners” of the ad game for this year’s Super Bowl, including snack producer Frito-Lay for its Doritos commercials.
Doritos had two commercials in the top 5 of the USA TodayAd Meter rankings, for “Ultrasound” and “Doritos Dogs.” Ad performance is broken down by demographic details like state, gender, income and age, providing a nice look at how brand are resonating with core shopper segments.
Northwestern University also uses the Super Bowl as an opportunity for analytics exercises. And this year, the Super Bowl Advertising Review at Northwestern University’s Kellogg School of Management gave the Doritos “Ultrasound” an “A” rating, its top honor.
iSpot.tv also gathered analytics for the big game, and ranked Doritos at No. 5 for its top brands making the most impact. The company includes social impact within its analysis, and reports that, on Super Bowl Sunday, Doritos had 117,000 social actions, 297,000 organic video views and 1.2 million overall views on the day across Twitter, Facebook and YouTube. Overall—including the period leading up to Super Bowl Sunday—iSpot.tv reports that Doritos generated 362,000 social actions, 2.2 million organic video views and 28.9 million views overall, generating an estimated 115 million social impressions overall.
But a brand’s Super Bowl impact doesn’t end once the big game is over. In its analysis of activity on Monday after the game, iSpot.tv found that, in terms of post-game chatter on Monday, Doritos was leading the earned media charge, with more 69,000 social actions and 1.8 million views (1.57 million organic), driven almost entirely by “Ultrasound.”
For years, Doritos has created its Super Bowl ads via its “Crash the Super Bowl” contest, featuring user-generated content from fans of the Doritos brand creating and submitting videos for consideration. This year, fan voting tapped “Doritos Dogs” as the ultimate winner. Frito-Lay has noted that this is the last year it will use this approach for its Super Bowl ads.