According to the eggheads working over at YouTube, showing an ad online before the Super Bowl floods that ad with conscious eyeballs BIG TIME. Try 600% more eyeballs (damn, that’s a lot of eyeballs). Studies generated over the last couple of years have shown that, on average, ads that ran before the Super Bowl last year achieved 9 million views while those that waited only racked up 1.3 million views.
In 2011, only a dozen advertising companies broadcast their ads online before the big game, but one of those that did, Volkwagen’s “The Force” (the cute little Darth Vader kid) became the most-shared ad of all time, largely because of this here internet (the black-market VHS trade accounted for surprisingly little of those views). In 2012, 34 of the 54 ads that ran during the Super Bowl were broadcast beforehand. This year, on Monday alone, Audi, Axe, Century 21 and Volkwagen all have posted their ads online to start drumming up the anticipation, and more will follow in the coming days.
Nielsen research has additionally shown that like knowing the twists at the end of an M. Night Shayamalan movie, pre-screening ads does not reduce the overall enjoyment of the ads. In fact, the “most-remembered” ad from last year, Doritos’ “Sling Baby” (that obnoxious a55 baby with the sling shot … also there was an old lady in there … she looked like she’d spent a few hard decades on the pornography circuit …) had been available on-line beforehand, while the number two ad, M&M’s “Sexy And I Know It” was not available.
The bottom line is that when it comes to active viewer engagement, YouTube is just a much bigger venue than the Super Bowl — while last year’s Super Bowl (the most watched American broadcast in history) attracted 111 million eyes (hmm, probably should say 111 million pairs of eyes, but don’t want to be biased against cyclops’), those same ads, collectively, have been viewed on YouTube over 300 million times. Advantage: Internet. Suck it, television.
If you clicked onto this article because you’re a fan of football, click HERE. If you clicked onto this article because you’re a fan of advertising, click HERE. And if you clicked onto this article because you thought it had something to do with 2 Girls, 1 Cup, you’re sh*t out of luck (*cough).