Who roared to the Super Bowl’s top spots?

With the Patriots laying claim to the Super Bowl again on Sunday, the other battle of the day – the ad wars – saw multiple winners, depending on your point of view. iSpot.tv ran its annual tally of the spots that drew the most reaction (good and bad combined) in its tally, which saw the new trailer for Captain Marvel take the top spot as of press time,

When it came to driving conversation during the game, the new trailer for Captain Marvel narrowly took the top spot when the game was over, drawing 13.58% of online activity (digital share of voice compared to the other advertisers) on social channels, narrowly topping the Verizon sport “The Team That Wouldn’t Be Here,” which wrapped the game at 13.36% by their measurements. Taking #3, was the Xbox adaptive controller spot “We All Win” at 9.91%, Budweiser’s ‘Wind Never Felt Better’ at #4, and the surprising Bud Light/Game of Thrones crossover rounding out the top five with 5.28% of online activity.

Meanwhile, with the majority of Super Bowl advertisers now releasing content related to their campaigns before game day (42 of 64, reportedly), top draws before Sunday were led by Budweiser’s “Wind Never Felt Better” song, which snared 14.91% of online activity with over 24 million views. That was followed by the Expensify teaser “Expensify This” (14.03% with 9.4 million views), Xbox’s ‘We All Win’ spot (12.31% with 17.8 million), Amazon’s ‘Not Everything Makes the Cut’ promo with 8.82% and 12.5 million, and Michelob’s ‘The Pure Experience’ content rounding out the top five (5.67% and 4.8 million).

From a branding point of view, System1 Ad Ratings saw four commercials snag its top ratings of five stars (which mark “large brand building potential”), including “We All Win,” from Microsoft, “Get Ready for 100” from the NFL, Scout from WeatherTech, and “It’s Good to Be Free” from Norwegian Cruise Lines.

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