Which 2015 Super Bowl Ads won?


Marketers and advertisers Monday-morning quarterback after the Super Bowl (aka the Ad Bowl) every year:

  • Whose ads were watched the most?
  • Whose ads were talked about the most?
  • Which ads were great, and which ads flopped?

We looked at this from a different angle. Which 2015 Super Bowl ads got SHARED the most? After all, it’s easy to press the like button. It’s more commitment to say something about it. It’s still more commitment to share it, because sharing content can be an implicit endorsement of the content.

Using in-house tools, we looked at the YouTube videos of each ad to see how many times each URL was shared, and on which social networks:

shift super bowl.001

Want to share this? Just copy and paste:

Sharing by itself of a YouTube video isn’t the absolute indicator of an ad’s success. Social shares don’t tell you anything about the conversation around the ads or the sentiment of the share; certainly, a lot of vigorous discussion has come up about the Nationwide ad in particular. However, sharing is certainly part of the mix as a concrete action people take. Congratulations to Budweiser, the most-shared winner of Ad Bowl 2015!

Christopher S. Penn
Vice President, Marketing Technology

Disclosures: Based on shares on social networks of YouTube videos of ads for all ads that had public URLs at time of data pull. Data extracted on February 1 at 11 PM Eastern Time by SHIFT Communications, segmented by network. Includes only ads that aired on television. Thumbnails via YouTube. T-Mobile is a SHIFT client.

See the original data here:


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Posted on February 2, 2015 in Advertising

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About the Author

Christopher S. Penn is an authority on digital marketing and marketing technology. A recognized thought leader, author, and speaker, he has shaped three key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, and email marketing. Known for his high-octane, here’s how to get it done approach, his expertise benefits companies such as Citrix Systems, McDonald’s, GoDaddy, McKesson, and many others. His latest work, Leading Innovation, teaches organizations how to implement and scale innovative practices to direct change. Christopher is a highly-sought keynote speaker thanks to his energetic, informative talks. In 2015, he delivered insightful, innovative talks on all aspects of marketing and analytics at over 30 events to critical acclaim. He is a founding member of IBM’s Watson Analytics Predictioneers, co-founder of the groundbreaking PodCamp Conference, and co-host of the Marketing Over Coffee marketing podcast. Christopher is a Google Analytics Certified Professional and a Google AdWords Certified Professional. He is the author of over two dozen marketing books including bestsellers such as Marketing White Belt: Basics for the Digital Marketer, Marketing Red Belt: Connecting With Your Creative Mind, and Marketing Blue Belt: From Data Zero to Marketing Hero.
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