Hashtags In super Bowl commercials Dropped reasonably To 45% In 2016

Hashtags have been in forty five% of super Bowl 50 advertisements, quite down from 50% last yr. Twitter and facebook tied as essentially the most mentioned social networks, although neither was explicitly talked about incessantly.

The information are from our fifth annual Hashtag Bowl rely of hashtags, URLs and social media community inclusions with ads all over the tremendous Bowl. As at all times, we counted simplest nationally-proven advertisements and handiest commercials proven between kick-off unless the game ended. Promos for shows on CBS or from the NFL were not included.

The rely

The scoreboard on the prime of this text has our closing depend, but right here’s the summary with percentages, in response to a total of 60 nationwide advertisements reviewed.

• total national commercials (kickoff to finish-of-sport): 60
• Hashtags in ads: 27 complete, in forty five% of advertisements general
• URLs in advertisements: 21 total, in 35% of advertisements general
• Twitter in advertisements: three complete, 5% of ads total
• facebook: three complete factors for 4 ads (see word additional below), 5% of commercials general

For hashtags, 45% is the lowest share in super Bowl commercials considering the fact that advertising Land has been tracking their usage for 4 years:

In 2014, hashtag utilization in tremendous Bowl commercials hit a height of 57%. It was once 50% for 2013 and 2015. the bottom utilization was when advertising and marketing Land first began tracking, in 2012.

For those occupied with previous years, our prior counts: 2012, 2013, 2014 & 2015.

The Small Tie Between Twitter & facebook

We’ve referred to as it as a tie between Twitter and facebook for explicit mentions, even if there may well be some debate on each side.

Some argue that any hashtag usage is effectively a Twitter mention, because hashtags are no doubt meant by means of many — if now not most — brands the use of them to generate conversations on Twitter.

That’s a sound view. It’s additionally the one we explicitly held for the first two years that we conducted our Hashtag Bowl survey. In each those years, Twitter received by way of a long way over different social networks.

then again, hashtags aren’t distinctive to Twitter nowadays, nor have they been for a while. From 2013 onward, we not credited Twitter with a point out just because an advert carried a hashtag. as a result, Twitter’s mentions extensively dropped — and it was once edged out via facebook for two years running.

for those who believe any use of a hashtag to effectively be a Twitter point out, then 2016 was once another nice 12 months for the service. There’s for sure lots of hashtag-oriented task came about on it. We’ll also have follow-up stories documenting a few of this.

This year, fb would have edged Twitter out again, four mentions to 3, if we simply counted any usage of an emblem or notation of a social community to be the identical. then again, as defined further beneath, T-mobile gave Twitter so much more prominence over fb that it didn’t feel honest to rely both mentions as exactly the same. instead, fb received half-credit for these.

general, neither social network used to be mentioned a lot explicitly, each in 5% of commercials, through our means of counting for each.

T-cellular Goes options Twitter, Mentions fb

once once more, T-cellular was the only ad to give both Twitter and fb mentions. however Twitter certainly received the extra distinguished house, its logo adjacent to the hashtags that T-cell confirmed in both of its advertisements:

because Twitter was once rather more prominent than facebook, we most effective gave fb half credit score for each of those mentions.

Jungle e-book Goes large With Twitter

The Jungle e-book movie gave Twitter different remedy in its television spot, not like what happens while you view the same ad on-line. right here’s how it regarded on television:

Independence Day, X-males Love facebook

fb’s solo mentions both came with regards to movies: Independence Day: Resurgence and X-men Apocalypse featured the social media website:

Nothing For Snapchat, YouTube or Instagram

closing 12 months, Snapchat got one mention in an advert. That didn’t repeat this yr. Instagram and YouTube had appearances in years before that. They didn’t return for 2016. The iTunes App store, Google Play and Amazon acquired mentions as part of the cell Strike app advert.

running Order Of commercials

beneath is the whole checklist of commercials incorporated in our survey, listed in order of appearance. The columns convey if there was once a hashtag. If an advert had a URL, Twitter or fb mention, there’s a 1 proven. If not, there’s a nil. As explained above, for T-cell commercials, fb got 0.5 credit score.

Most inventive Use Of A Hashtag

Coca Cola deserves a distinct mention for hashtag usage in an ad. It didn’t just put a hashtag on the end of its advert, which featured the wonder characters of The Hulk & Ant-Man, It also integrated it on a billboard during their (friendly) struggle scene:

As for a major miss, that used to be most likely via Turbo Tax, which had Anthony Hopkins repeatedly announcing “TurboTax.com” via its industrial didn’t express a URL nor even call itself TurboTax.com (it went with just Turbo Tax) in its advert.

stay tuned for more. Now that the hashtags have gone out in all these super Bowl advertisements, marketing Land will probably be churning during the data from more than a few parties over the coming weeks to help readers have in mind which advertisements and campaigns were large hits and which were now not.

about the writer

Danny Sullivan

Danny Sullivan is a Founding Editor of selling Land. He’s a extensively mentioned authority on search engines like google and yahoo and search marketing concerns who has coated the space for the reason that 1996. Danny also serves as Chief content Officer for third Door Media, which publishes advertising and marketing Land and produces the SMX: Search advertising and marketing Expo conference series. He has a personal weblog referred to as Daggle (and retains his disclosures web page there). He may also be found on facebook, Google + and microblogs on Twitter as @dannysullivan.

(Some images used underneath license from Shutterstock.com.)