What’s the biggest, baddest Super Bowl commercial in terms of buzz — otherwise known as “social actions,” or that vast ever-morphing always-shifting place where social media collects our shared passions on sites like Facebook, Twitter and YouTube?
Just two days before Super Bowl 50, Pokemon20 is the winner so far. But a fast climber and expected to be the winner by kickoff: Heinz Ketchup’s “Wiener Stampede.”
According to iSpot.TV — which tracks advertising and its social media response in real time — the wiener stampede has generated a very nearly breathtaking 38.3 million social impressions since its Jan. 31 release. That means, simply, that the ad has been in 38.3 million news “feeds,” or Twitter and Facebook feeds.
People love puppies (right?) Hence Wiener Stampede’s potential victory. In terms of actual YouTube views to date, the champ is Axe (14 million) followed by Pokémon 20 — released Jan. 25 — with 13 million views. The Heinz wiener stampede has 6 million views, per iSpot. But it’s all the other social media sites that have made the wieners’ mad dash the favorite Super Bowl ad to date. For example: “Wiener Stampede” has been seen 3 million times on Facebook, but Pokémon has mustered only 9,000 views there, per iSpot. TV.
Why am I telling you all this and why should you care?
Because in 2016, on the eve of the biggest TV event in the world, Super Bowl ads are measured by how many “impressions” they generate before the game, as well as during and after. The thinking — and it’s not bad thinking either — is that if you have to pay $5 million for 30 seconds of time, then you have to make that money str-r-r-etch. You do that by boosting social media impressions.
And so, this afternoon the champ is the Heinz’s “Weiner Stampede” commercial.
Which ads are not scoring in terms of social media impressions? Coming in at number 77, Jack in the Box’s “All New Double Jack,” with 70,000 impressions. But, then, the ad is only 15 seconds long.