Report: Super Bowl Ad Shares Jumped 89% Between 2012 & 2013

unruly_logo-76According to a report released today by video technology firm Unruly, the number of shares for the top ten Super Bowl ads climbed from 5.4 million in 2012 to more than 10 million shares in 2013, representing an 89 percent increase in total shares across Facebook, Twitter and the blogosphere.

Not only did the number of shares for Super Bowl ads dramatically increase between 2012 and 2013, but shares have climbed 30 times during the last three Super Bowls, with ads aired during the 2010 Super Bowl generating only 355,325 shares.

Unruly claims the most shared Super Bowl ad of all time remains to be VW’s “The Force” which was released during the 2011 Super Bowl and has earned more than five million shares and 67 million views. Budweiser holds both the No. 2 and No. 3 spots for most shared Super Bowl ads of all time, with its “9/11 Tribute” from 2002 and last year’s “Brotherhood” ad which ranks No. 3.

YouTube Preview Image

Unruly also revealed the seven-day lifecycle of a Super Bowl ad after it is aired. The data shows that the majority of shares for 2013′s Super Bowl ads happened the Monday following Super Bowl Sunday, with the number of shares trailing off five days after the game.

The Super Bowl ads that were released before the game on February 2 received more shares (531,617) than the number of shares that happened on Super Bowl Sunday (376,534).

Unruly 7 day overview of super bowl ad shares

Unruly reports 60% of the most shared Super Bowl ads of all time were launched prior to Super Bowl Sunday, and seven of the top 20 most shared Super Bowl ads from last year were accompanied by teaser ads.

Jaguar and Nestle are both brands that have released teaser ads this year in an effort to gain more momentum before their appearance during next month’s Super Bowl.

“The Super Bowl is no longer just about creating a compelling :30 TV spot that will be talked about at the office on Monday morning,” said Unruly’s US president Richard Kosinski, “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 leading up to Super Bowl Sunday and beyond.”

Noting the :30 second spot Kosinski references, Unruly says the average running time of the top ten Super Bowl ads has more than doubled during the last three years, from 42-seconds in 2010 to 89-seconds in 2013.

Unruly average length of super bowl ad

Along with its report on Super Bowl ad shares, Unruly has published a “Hail Mary Playbook” to offer direction on video ad strategies, including running times, whether or not to leverage a teaser campaign, and the type of content most likely to be shared online.

Related Topics: Channel: Video | Statistics: Popularity & Usage | Super Bowl | Top News | Video


About The Author: is Third Door Media's General Assignment Correspondent, and reports on the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including,, and Sales and Marketing Management Magazine. Read more of Amy's articles.

Connect with the author via: Email | Twitter | Google+ | LinkedIn

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!