Special Report: Budweiser Super Bowl Ad Breakdown

AdvertisingData & Measurement
Written By Alan Wolk

Budweiser, a staple of Super Bowl advertising, is set to air one 60-second commercial during Super Bowl 2017. Coming from ad agency Anomaly, the ad, 'Born the Hard Way,' celebrates the brand's 141 years of business. The commercial shows the story of Budweiser's founder, Adolphus Busch, and his journey from Germany to St. Louis, where he met his future business partner, Eberhard Anheuser, and started the Anheuser-Busch company. 'Born the Hard Way' is ranking on iSpot's Top 10 Pre-release & Teasers list. Last year, the beer brewer aired two ads: one featuring British actress Helen Mirren politely telling off drunk drivers and encouraging viewers to #GiveADamn. The other, titled 'Not Backing Down,' was a continuation of Budweiser's 'Brewed the Hard Way' campaign. The ads took 4th and 20th places respectively in our game day digital engagement rankings.Budweiser's Super Bowl LI commercial tells the story of its founder, Adolphus Busch, celebrating the brand’s 141 years of working toward achieving the American dream. After leaving Germany, Busch ventures out into the United States with one mission: to brew beer. He experiences are few rough patches along the way, but when he reaches a bar in St. Louis he meets his future business partner, Eberhard Anheuser.

Duration: 60sStatus: Online-OnlyAdvertiser: BudweiserAdvertiser Profiles: Facebook, Twitter, YouTubeProduct: BudweiserTagline: “When Nothing Stops Your Dream, This Is the Beer We Drink.”Mood: ActiveSuper Bowl Commercial: Super Bowl LI, 2017, TBDEvents & Venues: Super Bowl LI Feb 5, 2017 at NRG StadiumProduction: Chris SargentAgency: Anomaly 

Budweiser - Super Bowl 2017 Pre-game Performance

[one_half]Performance InsightsDigital SOV: 11.80%Social Actions: 133,837Earned Views: 6,414,183   Sentiment: n/aGender: n/aPrimary Age: n/aTune Out Rate: n/a[/one_half][one_half_last]Media MeasurementOnline View: 6,414,183Social Impressions: 49,186,554TV Impressions: 3,184,223Facebook Views: 0Airings: Online OnlyEst. TV Spend: $0[/one_half_last]

Budweiser - Super Bowl 2016 Pre-game Performance

[one_half]Performance InsightsDigital SOV: 6.05%Social Actions: 323,258Earned Views: 3,563,417   Sentiment: 73% positiveGender: 49% Males | 51% FemalesPrimary Age: n/aAvg. View Rate: n/a[/one_half][one_half_last]Media MeasurementOnline View: 25,476,479Social Impressions: 52,975,293TV Impressions: n/aFacebook Views: 18,993,204Airings: Online OnlyEst. TV Spend: $0[/one_half_last]

Budweiser - Super Bowl 2016 Game Day Performance

[one_half]Performance InsightsDigital SOV: 6.50%Social Actions: 213,220Earned Views: 878,937   Sentiment: 69% positiveGender: 47% Males | 53% FemalesPrimary Age: n/aAvg. View Rate: 75.73%[/one_half][one_half_last]Media MeasurementOnline View: 5,132,127Social Impressions: 122,647,687TV Impressions: 123,493,737Facebook Views: 4,253,190Airings: 3Est. TV Spend: $13,659,735[/one_half_last]

Alan Wolk

Alan Wolk veteran media analyst, former agency executive, and author of "Over The Top. How The Internet Is (Slowly But Surely) Changing The Television Industry" is Co-Founder and Lead Analyst at TVREV where he helps networks, streamers, agencies, brands and ad tech companies navigate the rapidly shifting media landscape. A widely published columnist, speaker and industry thinker, Wolk has built a following of 300K industry professionals on LinkedIn by speaking plainly and intelligently about TV and the media business. He is also the guy who came up with the term “FAST.”

https://linktr.ee/awolk
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