• by Danielle Oster , February 11, 2025

Image above from Tubi's Super Bowl ad, "Cowboy Head."

Fox-owned streaming platform Tubi was the big winner on social channels on Super Bowl Sunday.

That’s according to a report by social media analytics company Sprout Social, entitled “The Most Mentioned Super Bowl Advertisers on Social Media,” which tracked data across platforms Twitter, Reddit, YouTube, and Tumblr.

In addition to topping the list of brand mentions at 107,479, it also racked up 1,453,579 engagements. Runner-up Doritos racked up 19,.886 mentions and 58,254 engagements; followed by T-Mobile with 10,633 mentions and 209,212 engagements. By way of comparison, halftimte performer Kendrick Lamar had 887,243 mentions and 14 million engagements.

“This year’s most popular Super Bowl ads are ones that meet and engage with fans where they are–on social. Super Bowl darling Tubi, which amassed the most social mentions during the big game, supported their campaign with influencer partnerships and a TikTok filter,” Sprout Social Director of Social Media Rachael Goulet said in a statement.

In addition to running a Super Bowl campaign, "Cowboy Head," since transformed into “Tubi Movies,” the platform also live-streamed the Super Bowl for free. That may have had an impact on the results, as is true of number five on the list, FanDuel – which had 6,039 mentions and 8,737 impressions.

“Cowboy Head” is the story of a boy who grows up always wearing a cowboy hat -- evidence of his predilection for Westerns -- and is mocked by people wearing hats indicating other kinds of content, from vampires to pirates to fantasy. Ultimately, though, the message is, “Like what you like.”

“We do our best to remove unrelated mentions, but it’s unlikely that every mention of a Super Bowl advertiser on social media is directly related to their in-game commercials,” a representative for Sprout Social told Marketing Daily, with FanDuel’s results, for example, “refined to remove unrelated terms like bet, parlay, wager that would cause a lot of noise.”

T-Mobile’s number three performance follows rival wireless brand Verizon topping the list as most mentioned advertiser last year for its spot featuring Beyonce, with 52,936 mentions on Feb 11, 2024.

Sprout Social also tracked social media data in the lead-up to the game. Bud Light topped the list of social media mentions for Super Bowl advertisers from 1/29-2/4, with 3,989 mentions and 460,609 engagements. Uber Eats was the runner up, with 1,431 mentions and 22,902 engagements, followed by Tubi, Doritos, and Budweiser.