'The Flash' Scores Top Spot As Super Bowl Ad-Engagement Winner
- by Wayne Friedman , February 14, 2023
While entertaining Super Bowl advertisements for consumer
products always score big in terms of gaining advertising attention from viewers, when it comes to specific online engagement, three of the top spots for this year's big game went to pure
entertainment marketers.
The spot for Warner Bros.' upcoming movie “The Flash” scored the top result with an engagement index of 2,373, according to ad-engagement measurement platform EDO Ad EnGage. That means it was 24 times more effective than the median Super Bowl LVII commercial.
EDO says its preliminary measurement of the performance of every national Super Bowl LVII ad airing is based on the incremental online engagement for a brand or product immediately following the airing.
Co-branded airings are scored twice to capture the advertisements' impact on each advertising brand.
The second-highest result went to religious brand “He Gets Us” for the spot called "Love Your Enemies," which scored a 1,418 engagement index.Walt Disney's “Dream Come True” spot was in third place, posting a 1,248 index -- 12 times more effective than the median Super Bowl commercial.
In fourth place was online consumer goods market Temu's spot "Shop Like a Billionaire," with a 1,029 index.
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In fifth place was Live Nation’s commercial for music concert “U2 Live at the Sphere” with a 742 index -- 7 times more effective than the median Super Bowl spot.
