Cumulative video viewership for this year’s top-10 Father’s Day videos was 87% higher than for last year’s top 10, and this year’s Mother’s Day top 10 drew 66% higher viewership than the year-ago crop, according to data from AcuityAds’ True Reach measurement platform.
That is consistent with the overall upward trend in online consumption of video content during the pandemic, says Seraj Bharwani, the ad-tech company’s chief strategy officer.
The top 10 2021 Mother’s Day videos cumulatively pulled 35% more views than the Father’s Day leaders. (See top 10 charts and video links below.)
The most-viewed Mother's Day videos were from retail, jewelry, gifts and personal care brands. Advertisers in these categories tend to promote the videos with substantial paid-media investments.
Thanks for moms’ extraordinary multitasking and patience during the school-at-home, work-at-home pandemic year was a prominent theme this year, and premium brands like Bulgari took the opportunity to encourage moms to reward themselves.
The top three most-viewed Father's Day videos were from sporting goods and liquor brands capitalizing on celebrity-themed productions featuring the likes of Charles Barkley for Dick’s Sporting Goods (above), Ryan Reynolds (Aviation Gin), Nick Offerman (Lagavulin) and Tony Hawk (Flaviar). While these videos were supported with paid media investments, they also leveraged the celebrity fan base to drive viewership.
Dick’s actually had videos in both holidays’ top 10, with very different creative approaches: the humorous Charles Barclay ad for Father’s Day, versus a Mother’s Day video that aims to tug on the heartstrings by showing female executives from Dick’s patiently encouraging kids to overcome their fears and take part in sports and dancing activities.
Video ads that promote diversity and inclusion have usually done quite well with respect to viewership, Bharwani reports. This year’s examples include Ritz Crackers’ foster care-themed Father’s Day video.