Many Brands Who Held Back Super Bowl Ads Struggle on YouTube

Early teasing seems to pay off for most

In recent years, the trend among Super Bowl advertisers has been to tease their spots on the Web days or even weeks before the game—even advertising their impending ads. That strategy has shocked purists, who argue that spending all that cash on a Super Bowl spot warrants protecting the art of surprise.

But according to data from the analytics firm Tubular Labs, as well as a compelling new dashboard from the Web video marketing firm Touchstorm, brands that waited to unveil their Super Bowl ads may be paying a price—that is, if you believe YouTube views are a good arbiter of a successful Super Bowl spot.

For example, Budweiser's Puppy Love ad, which was heavily seeded on the Web before Sunday's game, generated roughly 17 million views before the game and roughly 18 million after on YouTube as of just Monday afternoon (it now has over 43 million views).

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