During Sunday’s Super Bowl 50, one movie commercial scored a game-winning emotional touchdown with viewers: Universal’s “Jason Bourne” with Matt Damon.
Universal’s new installment in the action franchise stoked the most excited reaction of any ad during the big game, according to tech company Canvs’ analysis of tweets captured by Nielsen.
For advertisers, no program has higher stakes than the Super Bowl. The yearly marketing blow-out carries the biggest price tags on TV, with 30-second spots costing as much as $5 million this year. And the audience is bigger than any other TV event.
This year’s nearly 112 million viewers comes in second only to last year’s Super Bowl. That kind of penetration takes on more importance as anti-advertising sentiment has risen with the availability of commercial-free subscription video services like Netflix and online ad-blockers.
Canvs, which gauges the emotional resonance of TV events in social chatter in groupings like love, crazy and beautiful, counted more than 6,000 tweets with a reaction to the “Jason Bourne” spot, and nearly half of them expressed excitement — more than any other ad during Sunday’s game.
By comparison, Mountain Dew’s “PuppyMonkeyBaby” had the highest share of “crazy” reactions of any ad, where that emotion was present in about 39 percent of tweets with an emotional reaction.
The company also found that among only the movie commercials during the Sunday’s game, 20th Century Fox’s “X-Men: Apocalypse” brought out the greatest proportion of “crazy” and Disney’s “The Jungle Book” created the biggest “love” fest.
Canvs receives its Twitter data from Nielsen, which captures relevant tweets from three hours before, during, and three hours after an episode’s initial broadcast, local time.