From ad favorites such as “Puppy Love” from 2014, “Lost Dog” (2015) and “Brotherhood” (2013), Budweiser has dominated the most-liked Super Bowl ads. “The King of Beers has earned another crown by becoming the King of Super Bowl advertising through the creation of ads that so effectively appeal to the largest, most demographically diverse TV audience in the world,” said Peter Daboll, CEO of Ace Metrix in a press release announcing Ace Metrix’s 25 most-liked Super Bowl ads of the last five years.
“As Super Bowl ads have evolved in tone, length and appeal from some of the iconic ads of yesteryear, comparing ads from the last half decade to those older legends is no longer apples-to-apples. Brands today have to think about the life of their ad prior to and beyond television with the proliferation of digital distribution and social media,” said Daboll.
Doritos followed Budweiser with five of the most likeable ads of the last five years. The brand’s “Crash the Super Bowl” contest, entering its tenth and final year, gave validity to crowd-sourcing ads and has produced Super Bowl success year after year.
The automotive category, a top Super Bowl spender, had four ads on the list from Toyota, Bridgestone, Mercedes and Bridgestone. Other categories with multiple ads on the list include candy, represented by M&Ms and Snickers, and soda, with one from Coca-Cola and two from Pepsi.
“Every advertiser on this list should be highly commended for achieving creative gold and shaping the future of advertising,” said Daboll.
The top 25 most liked Super Bowl ads from 2011 to 2015 are:
|8||Bud Light||“Rescue Dog”|
|10||M&M’s||“Just My Shell”|
|11||McDonald’s||“Pay With Lovin’”|
|11||Doritos||“When Pigs Fly”|
|14||Doritos||“Man’s Best Friend”|
|16||Doritos||“Goat 4 Sale”|
|17||Snickers||“The Brady Bunch”|
|18||Pepsi Max||“Love Hurts”|
|19||Got Milk||“Morning Run”|
|21||Bud Light||“Dog Sitting”|
|23||RadioShack||“Good Bye ’80s”|
|25||Pepsi Max||“Torpedo Cooler”|
Ads are getting longer
Over the last five years, Super Bowl ads have become progressively longer, as well as more effective. In 2011, 20 percent of Super Bowl ads were 60 seconds or longer, and the average likeability score was 649. In 2015, 43 percent were longer than 60 seconds, and the average likeability score was 659. On the most-liked list, nearly half of the ads are 60 seconds.
Themes are changing
The most-liked ad list demonstrates the shift from humor to inspiration, sentimentality and patriotism that we’ve seen over the past five years. The span of 2011 to 2015 saw a 13 percent decrease in the use of humor in ads and a 19 percent increase in the use of inspirational messaging. Microsoft’s two ads, “Empowering” (2014) and “Braylon O’Neill” (2015) are great examples, as is Budweiser’s 2014 salute to veterans, “Hero’s Welcome,” which showed the shift to ads appealing to national pride.
More brands are also using Super Bowl ads as part of an overall event, rather than a one-and-done investment. The number of ads released ahead of time – either on social media or through teasers – has gone from 8 percent in 2011 to 61 percent in 2015. Additionally, the number of ads that include a social component within their message has gone from 8 percent to 51 percent over the same period.