• by P.J. Bednarski , Staff Writer @pjbtweet, February 3, 2015

We’ll bid adieu to the Super Bowl (mostly) after today, but there is this interesting batch of info to report.

According to data collected by Pixability, the most viewed ad on YouTube prior to the game was Budweiser’s “Lost Dog” with 21 million views and 533,000 shares. It was posted on YouTube five days before the game.

The most disliked ad was Kim Kardashian’s T-Mobile ad, which earned 25,000 dislikes.

Ads released prior to the game averaged 2.9 million views and 32,000 shares. Those teaser ads, fashionable as they are, averaged only 702,000 views and 4,000 shares.

Added all up, Super Bowl ads on YouTube garnered 133,000 million views. And it would seem, about 133,000 stories.

Moving on: Extreme Reach, the video convergence company that claims to have aided 80% of this years advertisers, surveyed an impressive 45,886 viewers in the U.S. to determine brand lift from Super Bowl commercials, specifically asking them how likely they’d be to buy the product or service advertised. Their answers were compared against a control group that answered the same questions before the game.

Its Ad Effectiveness Study has some dramatic lift winners and losers, but the biggest lift went to movies, which might not be so surprising since it’s natural to watch a movie commercial and decide your attitude about it. Thumbs up, thumbs down and all that. I’ll tell you more about that later.

But moving on to brands and oddities in the news,  an unqualified winner was Locktite Super Glue, which was queen of the lift prom in some estimations. A first time Super Bowl advertiser, Locktite spent as much on this commercial than it spent on advertising in each of the last two years, but won plaudits from experts everywhere.

It turns out it had a message that sticks, too; its brand lift, according to Extreme Reach data, was 15.3%, meaning viewers who saw that ad would now be that much more likely to buy the product than they were before. That was more than registered for any other new advertiser and all but two of the old warhorses,.

On the other end was BMW’s commercial featuring Katie Couric and Bryant Gumbel and the new electric i3 BMW. It won a lot of earned media and applause, but according to Extreme Reach, it was an extreme washout as far as lift is concerned--with a negative 4.51% ranking, worst of all Super Bowl advertisers.

The commercial opened with archival “Today” show footage of Gumbel and Couric cross-chatting, trying to figure out if the @ of email addresses refers to “at” (Gumbel) or “about” (Couric). It was 1994, after all.  

That segued to the current day, showing them driving in the new i3 BMW, bewildering because it’s not gas-powered. The car was something else they didn’t understand.

It also dated them. 

You might think if you think younger viewers would be turned off by two old people acting so stupid, and that caused the lift collapse.

Well, not quite. Demographically, lift from 18-24 year old viewers was 1% and it was a hefty 10.9% from 25-34s.

Then it went all downhill. 

Middle aged viewers weren’t amused/impressed. Brand lift declined, 13.4% among viewers 35-44;  it was off 11% among viewers 45-54, and down 7.9% among 55-64 year olds. Certified golden agers, 65 and older, loved the spot. Brand lift with them was 14%.

There’s something curious there I bet BMW might like to scope out. Is it electric cars, just another new-fangled thing to learn? Was it Gumbel? Couric? Insecurity?

It’s so much easier with the movies.  “Furious 7,” with brand lift up 26.18% beat everybody in any category.  But trailers for “Minions” (up 17.97%), “Pitch Perfect 2” (up 17.5%), “Ted 2” (up 16.48%) and “Fifty Shades of Grey” (up 13.59%) got their money’s worth, all in the top ten in lift.Movie advertising has been a staple of the Super Bowl for years; those numbers tell you why.

Another lift leaders was Chevrolet’s ad at the beginning of the game that  at first seemed to be garbled video from the game site that was cutting in and out. It  turned out to be a pitch for the Chevrolet Colorado truck’s Wi-Fi feature, and that momentary panic aside, it earned a brand lift of 26.92%, more than any product. Also in the top ten were Squarespace (18.04%), Bud Light (14.09%)  and Sprint (11.39%).