Leading into the Super Bowl, early advertisers had already clocked 372.3 million views for early release spots, according to ispot.tv, along with 2.3 million social actions related to the ads. Gameday, meanwhile, saw the formal presentation during the game produce multiple winners, depending on the metric you are looking for. Looking for emotional connection? System1 Research’s rankings place Universal Parks & Resorts’ “Vacation Quarterback” atop the list, followed by a trio of NBC Olympic commercials, featuring Mikaela Shiffrin, Lindsey Vonn and Chloe Kim respectively, with the NFL’s Giants Dancing rounding out the top five list. How did people react to hashtags? The Sprinklr CMX platform determined that the top five brands mentioned during Super Bowl Week ranked by commercial hashtags was led by Avocados from Mexico, followed by Tide, Pepsi, T-Mobile and Doritos. But ispot.tv, measuring overall online activity and engagement, determined that the “Battle” between Doritos Blaze vs. Mountain Dew drew the most engagement overall at press time, followed by the Star Wars promo for Solo and Pepsi’s ad “This is the Pepsi.”
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