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Super Bowl 2013 Ads: Budweiser’s ‘Brotherhood’ Wins the Big Game

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Most Monday-morning marketers and advertisers will want to know which Super Bowl ad was the winner of last night’s big game. Well, it often depends on which metric you use to measure the scores. But, by two important measures, Budweiser’s 2013 Super Bowl ad featuring their famous Clydesdales — and introducing their newest foal, who was just 7 days old during the shoot – was the big winner this year and maybe for all time.

Let’s start with the different metrics that you can use to measure the scores.

The first metric is “views.” This number is publicly available on every YouTube video. And one of the options in YouTube Trends Dashboard is to see the “most viewed” videos in the last 24 hours that were uploaded within the last 28 days.

And according to YouTube Trends, 9 of the 10 the “most viewed” videos in the last 24 hours were from or related to Super Bowl 2013:

1. 2013 BUDWEISER SUPER BOWL AD — THE CLYDESDALES: "BROTHERHOOD"

By Budweiser, this video had 5,484,153 views as of this morning, up from 3,729,981 on Sunday morning.

2. MERCEDES-BENZ 2013 SUPER BOWL COMMERCIAL (EXTENDED CUT): "SOUL"

By mbusa, this video had 3,373,626 views as of this morning, up from 2,579,017 views on Sunday morning.

3. AUDI 2013 BIG GAME COMMERCIAL - "PROM"

By AudiofAmerica, this video had 7,321,366 views as of this morning, up from 6,153,174 views on Sunday morning.

4. COKE CHASE 2013 AD

By CocaCola, this video had 2,686,120 views as of this morning, up from 2,176,679 views on Sunday morning.

5. PERFECT MATCH - BAR REFAELI'S BIG KISS! | OFFICIAL GODADDY.COM COMMERCIAL

By GoDaddy, this video had 5,973,649 views as of this morning, up from 3,411,265 views on Sunday morning.

6. VOLKSWAGEN GAME DAY 2013 COMMERCIAL | GET IN. GET HAPPY.

By Volkswagen, this video had 8,373,067 views as of this morning, up from 6,870,460 views on Sunday morning.

7. VIVA YOUNG - 2013 TACO BELL GAME DAY COMMERCIAL

By TacoBell, this video had 991,888 views as of this morning.

8. GAME DAY 2013 COMMERCIAL: THE UNAIRED SODASTREAM AD

By SodaStreamGuru, the video had 3,734,753 views as of this morning.

9. ASKING AMY: BEST BUY 2013 GAME DAY SNEAK PEEK

By BestBuy, this video had 547,983 views as of this morning.

But there’s an entirely different metric that you can use to measure the scores: “Shares.” It’s the default option in the YouTube Trends Dashboard and shows you the “most shared” videos on Facebook and Twitter in the last 24 hours.

And according to YouTube Trends, the “most shared” video in the United States for Super Bowl 2013 was:

2013 BUDWEISER SUPER BOWL AD — THE CLYDESDALES: "BROTHERHOOD"

And according to the Viral Video Chart powered by Unruly, The Budweiser Clydesdale commercial, Brotherhood, has basically “gone viral.” It is by far the most shared Super Bowl 2013 ad so far, with over 1.5 million shares and 5.5 million views (that means one out of every 3.6 people who saw it shared it).

But, more interestingly, it has become the third most shared Super Bowl ad of all time – after just five days. To put this into context, “The Force: Volkswagen Commercial” – the most shared ad of all time – managed around 700,000 in six days.

Dan Best, Planning and International Activation Director at Unruly, says, “Budweiser’s Super Bowl ad, ‘Brotherhood,’ has really touched a nerve, becoming the third most shared Super Bowl ad of all time in just five days. So despite all the ads from autos brands, it’s real horse power which won the day.”

He adds, “Bearing in mind that the average Super Bowl ad attracts 55 percent of its shares a month after Super Sunday, ‘Brotherhood’ certainly has the form to overtake ‘The Force’ to become the most shared commercial of all time. The only thing that could hold it back is whether it boasts the same global appeal as ‘The Force’ did.”

Best concludes, “It’s not surprising the ad is so popular. It’s really taken on board the fact that ads which elicit the strongest, most positive emotions are the most shared. ‘Brotherhood’ does this by using their extremely popular Clydesdale horses to tell a heart-warming tale of an enduring friendship, eliciting very strong feelings of warmth, nostalgia and happiness. The choice of Fleetwood Mac's iconic track ‘Landslide’ is also a masterstroke.”

Want to know what people were searching for on Google, YouTube and Yahoo during the big game? Then check out "Top Super Bowl 2013 Google Searches".


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