• by Wayne Friedman , January 31, 2014

Going into Sunday’s Super Bowl game, three commercials are showing late-week improved online viewing versus early results.

Looking at the most-watched videos of some 60 commercials that will appear in the big game, “Butterfinger Cups: Big Game Teaser” gained 16.7% in the number of online video views as of Wednesday, January 29 versus the day before, now at 2.75 million views. Next comes Dannon Oikos' “The Spill” -- which climbed 12.3% to a new total of 2.3 million views. The data comes from statistical app Numbeez by way of Magna Global.

Another TV commercial that has gained interest, Volkswagen’s “Game Day Teaser,” added on 8.5% to 1.93 million views.

The leaders remain SodaStream’s “Sorry Coke & Pepsi,” now with 3.54 million views -- up 3.49% versus its Tuesday total results -- and AXE Peace’s “Make Love Not War,” with 3.51 million views, up 2.72%.

On the other side, three commercials are showing little upside -- two are Budweiser spots and one from headphone-maker Beats. Bud’s “Arnold Zipper” and “Arnold Warmup” only grew 1% and 0.6%, respectively, now at 1.9 million views for “Zipper” and 1.7 million views for “Warmup.”  Beats’ "Music Vision" improved just 0.2% to 1.6 million views.

Overall, there have been around 45 million views for all Super Bowl commercials. By way of comparison, Nielsen says 109 million total average viewers watched the entire Super Bowl broadcast in 2013.

Brian Hughes, senior vice president of audience analysis, practice lead, Magna Global, expects the Super Bowl to generate more tweets “than any other TV event in 2014 by a significant margin, and will likely beat last year’s total of 26.2 million.”

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