Update 10:43pm: According to Ace Metrix, it's looking like Budweiser will take the ad crown this year with its Clydesdales spot. Stay tuned for more...
Update 9:35pm: Gildan "is a first-timer & it shows with this underwhelming spot," tweets Ace Metrix, which is also critical of Wonderful Pistachios for using a polarizing figure.
Update 9:12pm: @SuperbowlLights has grown to over 16,000 followers and counting.
Update 9:10pm: Walgreens has thoughts on the power situation, too, tweeting, "...we also sell lights. #SuperBowl."
Update 9:05pm: Are consumers killing time on Twitter? Per Brand Bowl 2013, total tweets are up to 395,000. Audi still tops the list in terms of tweets/sentiment, but is now followed by Bud Light.
Update 9:01pm: Power outage! Oreo's on the ball with a timely tweet: "Power out? No problem. pic.twitter.com/dnQ7pOgC."
Update 8:02pm: Halftime! According to Brand Bowl 2013, Super Bowl XLVII has yielded 272,844 overall tweets -- 5,642 with hashtags. So far, Audi tops the leaderboard with more than 60,000 tweets, followed by Doritos with nearly 42,000.
Update 7:57pm: Taco Bell's "Viva Young" spot is generating LOTS of positive sentiment from analytics firms and industry folks alike.
Update 7:51pm: CokeChase.com is not loading correctly. Tweets NetPlus Marketing CEO Robin Neifield, "Coke Chase spot was cool and I went to the site --- on my iPad where I got NOTHING. Same story on smart phone. Big fail coke."
Update 7:24pm: @Ace_Metrix has some advice for Calvin Klein -- "Learn from H&M's Beckham disaster...Shirtless dudes don't work."
Update 7:08pm: Brightwave Marketing CEO @SimmsJenkins asks, "Oreo with first online call to action?" in its Cookie or Creme Instagram promo.
Update 6:52pm: The verdict is in...viewers seem overwhelmingly grossed out by GoDaddy's offering this year. Digital strategist Augustine Fou tweets, "#SuperBowl #SB47 GoDaddy #TheKiss eeeewwwww...."
Via Twitter, Ace Metrix agrees: "We're officially uncomfortable. Top word used by respondents 'gross' - Lowest scoring @Godaddy ad in three years. Ace Score: 413 #brandbowl"
Update 6:45pm: According to television/video analytics firm Ace Metrix, Hyundai's Epic Play Date -- one of five to air tonight -- scored strongest with females.
Original Story: Welcome to the 2013 edition of ClickZ's live Super Bowl coverage. Check back here for updates as commercials air -- we'll show you which spots are getting the most buzz, which ads are falling flat with critics and which brands can expect to see the most meaningful engagement after the game is over.
So far, auto manufacturers lead the pack in viewership. Toyota has the biggest early win -- its Wish Granted ad has 8.1 million views and counting:
Volkswagen's Get In Get Happy spot has an impressive 4.8 million views:
And Audi's Prom has 4.2 million views:
In other sectors, Coca-Cola is also in the 1+ million views club with its Mirage preview:
Budweiser managed the same feat with its Brotherhood spot:
And Samsung Mobile snagged 1.8 million views in about 24 hours with its Seth Rogan/Paul Rudd preview:
For more on the pre-game ad landscape, please see our 2013 Super Bowl Preview.
We'll update this page with data from USA Today's Ad Meter, Brand Bowl 2013, Viral Video Charts and other sources as it becomes available. Enjoy the game -- and enjoy the commercials!
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
March 19, 2014