NetBase Quid, a global leader in AI-powered consumer and market intelligence, revealed social media data around the top performing commercials aired during Super Bowl LVI®, the hottest event of the year for advertisers. The data looked into the regions and demographics from the total of 7.6M social media posts and 453B impressions from the big game.
The top five winners from this year’s Super Bowl commercials with the highest positive sentiment included:
1. Marvel’s Dr. Strange and the Multiverse of Madness Trailer Spot
- 941,450 Mentions
- 70% Positive Sentiment
- Top Terms
- Best
- Excite
- Good
2. Samsung/Suga from BTS – Over The Horizon ad that was anticipated to air, but didn’t
- 627,000 Mentions
- 98% Positive Sentiment
- Top Terms
- Share Powerful Message
- Proud
- #1
3. McDonalds and Kanye
- 139,100 Mentions
- 71% Positive Sentiment
- Top Terms
- Not Believe
- Laughing with tears emoji
- @kanyewest
4. Squarespace and Zendaya
- 68,650 Mentions
- 93% Positive Sentiment
- Top Terms
- Favorite Celebrity
- So Stunning
- Praying hands emoji
5. Expedia and Ewan McGregor
- 40,600 Mentions
- 84% Positive Sentiment
- Top Terms
- Ewan
- Great Ad
- Trainspotting Homage
This year’s top and lowest performing ads fell into noticeable trends reflected from NetBase Quid’s data.
Winners tap into current consumer and social trends
Superhero fatigue clearly hasn’t hit consumers yet, with Marvel’s trailers for the upcoming Doctor Strange sequel and Disney+ series Moon Knight helping the brand to the top of the Super Bowl advertisers list in terms of mentions.
K-Pop continues to drive online conversations, and while Samsung’s spot with BTS member Suga didn’t air as fans were expecting prior to the game, it still had a strong showing on social media, beating out McDonalds, Expedia and even Salesforce in social engagement.
Hashtag bonanza
At the game’s end, the pure volume winner was Marvel by a mile, with #doctorstrange registering over 308k mentions during the game’s telecast.
It was followed by #multiverseofmadness with over 101k mentions and #scarletwitch with nearly 82k mentions – both hashtags related to the release of their upcoming Doctor Strange sequel.
“The Super Bowl is a cultural phenomenon not only in the sports world, but also in the advertising world,” said Paige Leidig, Chief Marketing Officer, NetBase Quid. “Every year brands vie for consumer attention and purchasing power in just a minute or less. This year’s top winning brands not only had great commercials, but they also tapped into the most recent consumer trends to influence viewers.”
The highest percentage of social media conversations came from the United States with 2.4M posts, and 36M households – or 1 in 4 US homes – tuned in to the game, according to Samba TV.
