EDO, Inc. - Super Bowl LIII Ad Rankings

Super Bowl LIII Ad Rankings

February 4, 2019

Super Bowl Ranker

Winners: With a Search Engagement Index of 2,580, the top performing ad in Super Bowl LIII was the “Wizard” spot for the relaunched Toyota Supra, generating more than 25x as much online activity as the median Super Bowl ad in the minutes after the spot aired. Automotive-related ads secured 5 of the top 6 spots on this year’s ranker.

New to the Super Bowl: As a new Super Bowl advertiser, Bumble used a strong message of female empowerment, courtesy of Serena Williams, to finish in the Top 10 of all Super Bowl spots with a Search Engagement Index of 442, or 4.4x the median.

Unexpected Standouts: One of the big surprises in Super Bowl LIII was the WeatherTech CupFone spot, which drove more than 8x as much online activity as the the median Super Bowl ad in the minutes after the spot aired (801 Search Engagement Index).

Another surprise was the ad for the Amazon original series “Hanna” which drove more online activity in the minutes after its ad aired than any of the feature films that advertised in Super Bowl LIII (635 Search Engagement Index).

#	Brand	Creative Description	Search Engagement Index	Airing Quarter	Air Time (ET)	Duration (seconds)
1	Toyota	In the "Wizard" a Toyota Supra races through a pinball race track; "Pinball Wizard" by The Who	2580	Halftime 3-0 NE	8:22 PM	60
2	Kia	"Give it Everything" honors the working-class spirit of its manufacturing facility in West Point, GA and the all-new Telluride	1756	Q3 3-0 NE	8:32 PM	90
3	WeatherTech	Woman drops her phone while getting into her car, and instead opts to use the WeatherTech CupFone to hold her device	801	Q4 3-3	9:19 PM	15
4	Hyundai	Jason Bateman in "The Elevator" poses as bellhop, who take a couple on a ride through various unpleasant activities on their car buying journey	709	Q1 0-0	6:47 PM	60
5	Hanna (Amazon)	Promotion for new Amazon original series "Hanna"	635	Q3 3-3	9:04 PM	60
6	Audi	In "Cashew" a man wanders through an empty field and is reunited with his grandfather, and gifted an Audi e-tron GT concept ... before being saved via Heimlich maneuver, after choking on a cashew nut; Norman Greenbaum "Spirit in the Sky" song	602	Q1 0-0	7:13 PM	60
7	Captain Marvel	Promo for Disney's "Captain Marvel"	536	Q1 0-0	6:56 PM	30
8	Bumble	#InHerCourt with Serena Williams	442	Q1 0-0	6:41 PM	30
9	Stella Artois	Sarah Jessica Parker, as Carrie Bradshaw, and Jeff Bridges, as 'The Dude', order a Stella Artois; Bob Dylan's 'The Man in Me', 'Sex and the City' theme	433	Q2 3-0 NE	7:47 PM	45
10	Mint Mobile	Mint Mobile's mascot, an animated green fox, talks with a man about things that aren't right, like his phone bill, and chunky milk	425	Q2 3-0 NE	7:42 PM	30
11	Fast & Furious Presents: Hobbs & Shaw	Promo for "Hobbs & Shaw", a new film in the Fast & Furious universe	403	Q1 0-0	7:03 PM	60
12	Burger King	Andy Warhol eats Burger King, with #EatLikeAndy	387	Q4 3-3	9:27 PM	45
13	Norwegian Cruise Line	Norwegian Cruise Lines shows all of activities and amenities guests can experience when they come aboard	373	Q2 3-0 NE	7:42 PM	30
14	Avengers: Endgame	"Avengers: Endgame" trailer	355	Pre-Kick	6:30 PM	30
15	Mercedes-Benz	In "Say the Word" a man goes through his day having everything he says happen, finally showcasing the voice activated features of his all-new A-Class vehicle; Ludacris' "Stand Up" plays	349	Q2 3-0 NE	7:32 PM	60
16	Michelob Ultra	Zoe Kravitz's ASMR bottle opening	347	Q4 10-3 NE	9:41 PM	45
17	Game of Thrones (HBO, Bud Light Co-brand)	In a surprise co-branded spot, the Bud Light Knight is killed jousting while dragons from Game of Thrones swoop down and rain fire on the King of Bud Light and spectators	323	Q2 0-0	7:17 PM	60
18	The Handmaid's Tale	Promo for Hulu's "The Handmaid's Tale", Season 3	276	Q1 0-0	6:40 PM	30
19	Expensify	Adam Scott and 2 Chainz's rap about Expensify, and spending money	275	Q1 0-0	7:04 PM	30
20	Google	Google showcases its translation app, and how it's been able to connect people internationally	253	Q2 3-0 NE	7:25 PM	60
21	Budweiser	Bob Dylan's 'Blowin' in the Wind' with trademark Clydesdale horses, and a Dalmatian	224	Q4 3-3	9:27 PM	45
22	Toyota	Toni Harris, a woman who aspires to be a NFL player, alongside the all-new 2019 RAV4 Hybrid	217	Q2 3-0 NE	7:37 PM	60
23	WeatherTech	American-made product highlight, as Scout the dog tours the WeatherTech manufacturing facilities showcasing both automotive and pet care product lines	205	Q1 0-0	6:53 PM	45
24	T-Mobile	As a couple texts and decides on their dinner plans, T-Mobile and Taco Bell partner together to offer "T-Mobile Tuesdays"; Fine Young Cannibals, "She Drives Me Crazy" plays	185	Q2 3-0 NE	7:33 PM	30
25	YouTube TV	YouTube TV promoting its streaming services, and Super Bowl LIII	176	Pre-Kick	6:30 PM	30
26	Doritos	Chance the Rapper and the Backstreet Boys team up to promote Flamin' Hot Doritos	163	Q1 0-0	6:52 PM	30
27	The Washington Post	Promo for The Washington Post, narrated by Tom Hanks	133	Q4 10-3 NE	9:53 PM	60
28	Toy Story 4	Promo for Disney's "Toy Story 4"	117	Post-Game	10:10 PM	30
29	Devour	A young couple deals with the struggles of a food porn addiction	116	Q3 3-0 NE	8:49 PM	30
30	Rakuten	Rakuten, a Japanese e-commerce site, challenges people to pronounce its name, and awards money to those that do it correctly	116	Pre-Kick	6:08 PM	30
31	Pepsi	Steve Carell explaining why Pepsi is 'more than okay', with Lil Jon and Cardi B; Cardi B's "I Like It" plays	113	Q1 0-0	7:12 PM	30
32	Skechers	Tony Romo talks on making his life easy, by wearing Sketchers slip on shoes, with memory foam	112	Q3 3-3	9:05 PM	15
33	T-Mobile	Lyft driver and passenger talk together, as the passenger starts confessing personal problems to the driver, as T-Mobile promotes its "T-Mobile Tuesdays"; "All By Myself" by Eric Carmen plays	109	Q3 3-0 NE	8:42 PM	30
34	Taco Bell	As a couple texts and decides on their dinner plans, T-Mobile and Taco Bell partner together to offer "T-Mobile Tuesdays"; Fine Young Cannibals, "She Drives Me Crazy" plays	104	Q2 3-0 NE	7:33 PM	30
35	Pepsi	Lil Jon pours himself a cup of Pepsi	101	Halftime 3-0 NE	8:21 PM	10
36	Scary Stories To Tell In The Dark	Promo for "Scary Stories to Tell in the Dark" film	100	Q4 10-3 NE	9:35 PM	10
37	M&M's	Christina Applegate becomes frustrated as she tries to deal with rambunctious M&M's in the back seat of her car	81	Q1 0-0	6:40 PM	30
38	Google	Google search, helping find jobs for veterans	81	Q3 3-0 NE	8:54 PM	60
39	T-Mobile	Father and daughter exchange texts, as he confuses her for Google and asks for an eggplant parmesan recipe, as T-Mobile reminds that customers can change their carriers, but not their dads	79	Q4 10-3 NE	9:52 PM	30
40	Lyft	Lyft driver and passenger talk together, as the passenger starts confessing personal problems to the driver, as T-Mobile promotes its "T-Mobile Tuesdays"; "All By Myself" by Eric Carmen plays	79	Q3 3-0 NE	8:42 PM	30
41	Turkish Airlines	Sylvia Hoeks stars in Ridley Scott's "The Journey" short film, showcasing her adventures with Turkish Airlines	74	Q1 0-0	6:48 PM	30
42	Alita: Battle Angel	Promo for "Alita: Battle Angel"	72	Pre-Kick	6:16 PM	30
43	Verizon	Anthony Lynn, coach of the Los Angeles Chargers, speaks on his unfortunate car accident, and applauds the work done by the first responders on his behalf, as Verizon touts being the most reliable network	71	Q3 3-0 NE	8:48 PM	60
44	YouTube TV	YouTube TV promoting its streaming services, and Super Bowl LIII	68	Post-Game	10:20 PM	30
45	Pringles	Smart speaker AI gains consciousness, and laments over the many Pringles chip combinations it will never be able to try; 'Funky Town' by Lipps Inc.	68	Q2 0-0	7:24 PM	30
46	Verizon	Verizon discusses how first responders have helped save athletes in near death experiences	67	Q4 3-3	9:20 PM	30
47	Bon & Viv SpikedSeltzer	Mermaids Bon and Viv give a Shark Tank-esque pitch to actual sharks	60	Q1 0-0	6:39 PM	30
48	Bud Light	In a surprise co-branded spot, the Bud Light Knight is killed jousting while dragons from Game of Thrones swoop down and rain fire on the King of Bud Light and spectators	59	Q2 0-0	7:17 PM	60
49	Bud Light	The Dilly Dilly King tours the Bud Light brewery with his court wizard and knights, mocking Miller Lite and Coors Lite for their use of corn syrup	58	Q1 0-0	6:56 PM	60
50	Wix.com	Karlie Kloss demos the ease of use of Wix.com in creating her own personal website	58	Q3 3-0 NE	8:43 PM	30
51	Amazon Alexa	Forest Whitaker, Harrison Ford, Ilana Glazer, Abbi Jacobson, Mark Kelly, and Scott Kelly all shown demoing prototype Amazon Alexa products	56	Q4 9-3 NE	9:33 PM	90
52	Bubly	Michael Bublé disputes the pronunciation of both his name and Bubly, then proceeds to vandalize cans of "Bubly" with his name, "Bublé"	53	Q3 3-0 NE	8:34 PM	30
53	Our Planet (Netflix)	Promo for Netflix's "Our Planet"	53	Q3 3-0 NE	8:43 PM	30
54	Microsoft	A little boy gamer with limited mobility explains his love of video games, empowered by the Xbox Adaptive Controller	52	Q4 3-3	9:18 PM	60
55	Arby's	H. Jon Benjamin shows off three of Arby's new sandwiches	51	Post-Game	10:11 PM	15
56	Verizon	Verizon sponsored commercial where Anthony Lynn addresses first responders, and recounts a terrible car accident which nearly claimed his life	50	Post-Game	10:15 PM	90
57	Skechers	Howie Long gets into a Smart branded car, and complains about feeling cramped, explaining why he wears Skechers Wide Fit Shoes	49	Post-Game	10:11 PM	15
58	Turkish Airlines	Sylvia Hoeks stars in Ridley Scott's "The Journey" series of promotions, showcasing her adventures with Turkish Airlines	48	Post-Game	10:16 PM	30
59	SimpliSafe	A man goes through his day as security threats - both on-, and offline - present themselves, but he finds safety in knowing his home is protected by SimpliSafe security	45	Q1 0-0	7:12 PM	30
60	Amazon Alexa	Harrison Ford's dog's Amazon Alexa connected dog collar continues to place orders for dog food, as he angrily chases the pooch upstairs, further expressing his frustrations when a pallet of dog food arrives	45	Post-Game	10:11 PM	30
61	T-Mobile	A couple texts, and we see a wall of text response to the conversation, as T-Mobile opts to keep it brief, highlighting that they're the best unlimited network in America	44	Q1 0-0	7:13 PM	30
62	TurboTax	Man introduces his invention RoboChild, who aspires to be a TurboTax Live CPA - but his dreams are dashed after he learns that he'll never have human emotions	38	Q2 3-0 NE	7:47 PM	45
63	Pizza Hut	An Abraham Lincoln caricature lauds the power of the $5 bill, as he plays video games, with wings and pizza	37	Pre-Kick	6:17 PM	15
64	Wonder Park	A new animated film from Paramount Pictures, "Wonder Park"	37	Pre-Kick	6:24 PM	30
65	Colgate	Luke Wilson is a 'close talker' who benefits from using Colgate Total	36	Q3 3-0 NE	8:55 PM	30
66	Amazon Alexa	Harrison Ford's dog's Amazon Alexa connected dog collar continues to place orders for dog food, as he angrily chases the pooch upstairs, further expressing his frustrations when a pallet of dog food arrives	32	Post-Game	10:32 PM	30
67	ADT	The Property Brothers, Jonathan and Drew Scott, explain the benefits of having a home protected by ADT Home Security	31	Halftime 3-0 NE	8:23 PM	30
68	Sprint	Former 'Verizon Guy', two robots, and Bo Jackson discuss ways to effectively promote Sprint's network	31	Q2 3-0 NE	7:48 PM	30
69	Pizza Hut	An Abraham Lincoln caricature lauds the power of the $5 bill, as he presents his friends with wings and pizza	29	Pre-Kick	6:16 PM	15
70	Olay	A masked intruder breaks into Sarah Michelle Gellar's home, and chases her and a friend, before they all admire her physical transformation using Olay products	28	Q1 0-0	6:52 PM	30
71	Bud Light	Trojan Horse occupants talk about how Bud Light is made without corn syrup	27	Q4 3-3	9:19 PM	15
72	Walmart	Pop culture cars pick up their groceries at Walmart	25	Pre-Kick	6:25 PM	60
73	Planters	Mr. Peanut drives like 'a nut,' passing Charlie Sheen, to get to Alex Rodriguez in time to replace his kale chips with Planters nuts	25	Q2 3-0 NE	7:38 PM	30
74	McDonald's	Ken Jeong and JB Smoove talk bacon and McDonald's new bacon offerings	25	Pre-Kick	6:26 PM	30
75	Persil	Secret agent tours Persil's laboratories, and showcases Persil's ProClean Deep Clean detergent	22	Q2 3-0 NE	7:33 PM	15
76	Coca-Cola	Animated spot featuring diversity: Coke, is a Coke, is a Coke - different is beautiful	21	Pre-Kick	6:17 PM	60
77	Avocados from Mexico	Kristin Chenoweth judges a dog show, where humans compete for prizes, in the form of Avocados From Mexico	19	Q2 0-0	7:18 PM	30
78	Progressive	Progressive's Flo tours a coworker's home, and meets his family, as he plays guitar and talks about having home and auto insurance	18	Post-Game	10:19 PM	30
79	Colgate	Luke Wilson is a 'close talker' who benefits from using Colgate Total	16	Post-Game	10:31 PM	30
80	Bud Light	At a medieval barber, Bud Light is touted as not containing corn syrup	15	Q3 3-3	9:05 PM	15
81	FedEx	People from all walks of life receive packages through FedEx	15	Post-Game	10:19 PM	30
82	Yellow Tail Wine	Slice of life vignette, showcasing how Yellow Tail wine 'tastes like happy'	14	Halftime 3-0 NE	8:00 PM	30
83	Michelob Ultra	Athletic robots that are unable to enjoy beer	13	Q3 3-0 NE	8:44 PM	30
84	Alita: Battle Angel	Promo for upcoming film "Alita: Battle Angel" from James Cameron & Robert Rodriguez	13	Post-Game	10:21 PM	15
85	State Farm	An accident involving a truck carrying helium gas results in a high-pitched call to State Farm for insurance help	9	Post-Game	10:31 PM	30
86	Jim Beam	History of Jim Beam's founding out of prohibition	8	Halftime 3-0 NE	8:25 PM	30
87	UPS	A speed date set on a boat, with a young woman who explains all the things UPS can do - beyond just shipping	6	Pre-Kick	6:09 PM	30
88	TurboTax	RoboChild, a humanoid android, wakes his human father and longs for a kale salad with chicken and guac (and knows that guac is extra), while quoting #LivingMyBestLife and wondering what love is	5	Pre-Kick	6:08 PM	30
89	Johnson's	Parents and their babies and toddlers are shown laughing and playing, as Johnson's explains improvements to its lines of baby products	2	Post-Game	10:20 PM	15

EDO measures the real time impact of television advertising by capturing minute-by-minute changes in searches and other online actions that immediately follow the ad airing.The impact of each ad within the Super Bowl was indexed to the median performing in-game Super Bowl spot (100), so that it is easy to see the relative performance.The data included in this ranker is preliminary, and is subject to slight adjustments based on EDO's final Super Bowl LIII analysis.

Share of Search
(Select Categories)

Automotive

Winners: Of all automotive brands to run in the Super Bowl, Toyota garnered the highest percentage of online activity following their ad airings (45% of all Automotive search).

Share of Search in Auto Category

Movies

Winners: Captain Marvel drove the most search activity of all of the movies to air in Super Bowl LIII (33% share of search), with the new Fast and Furious installment and Avengers: Endgame driving solid search engagement as well.

Share of Search in Movies Category

SVOD

Winners: Of all the streaming services to promote their programs in Super Bowl LIII, the big winner was “Hanna” on Amazon, which garnered about half of all search within the SVOD category.

Share of Search in SVOD Category

Beer

Winners: Stella Artois, driven by a well-received spot featuring Sarah Jessica Parker and Jeff Bridges, led the pack in the Beer category, driving a 37% share of search among the beer brands in the game.

Share of Search in Beer Category

Restaurants

Winners: The vintage Andy Warhol Burger King spot was a big winner in the Restaurant category, driving a 61% share of search of all Restaurant brands to run in Super Bowl LIII.

Share of Search in Restaurants Category

Food

Winners: Doritos led the way in the Food category, with a 35% share of search among all ads across this broad group of brands.

Share of Search in Food Category

Wireless

Winners: Mint Mobile proved to generate a lot of interest among Super Bowl viewers, edging out T-Mobile in leading the charge among Wireless advertisers within Super Bowl LII.

Share of Search in Wireless Category

Technology

Winners: The positive message from the Bumble ad drove very strong online engagement (31% share of search in the Tech category), beating out the Google and Amazon Alexa ads in Super Bowl LIII.

Share of Search in Technology Category

Share of search is calculated by taking the total Search Engagement Index for each brand that ran ads in Super Bowl LIII, and dividing it by the sum of the Search Engagement Index values for all brands within each product category.

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