SOURCE: AdParlor


December 03, 2015 08:30 ET

AdParlor Super Bowl Ad Survey Reveals Holistic Social Media Approach

Brands and Agencies Show Interest in Cross-Channel Social Video Campaigns

NEW YORK, NY--(Marketwired - Dec 3, 2015) - An AdParlor survey of professionals at ad agencies and brands reveals they're embracing the value of cross-channel, social video campaigns for the Super Bowl and are taking a more holistic approach to advertising on Facebook, Twitter, YouTube and Instagram.

The 400 responses revealed that Facebook will again provide YouTube stiff competition for advertising budgets on Super Bowl advertising programs. Marketers are also eager to run campaigns on Twitter and Instagram, with Snapchat receiving a surprisingly enthusiastic vote from respondents.

Here's how survey participants replied when we asked, "If you had to build a media plan today for the Super Bowl, which channels would you use?"

  • Facebook: 82%
  • YouTube: 69%
  • Twitter: 68%
  • Instagram: 56%
  • Snapchat: 31%

Preferences changed significantly when we asked, "If you had to build a media plan today for the Super Bowl, targeting males ages 18-34, how would you allocate budget across the following channels?"

  • YouTube: 27%
  • Facebook: 25%
  • Twitter: 22%
  • Instagram: 13%
  • Snapchat: 6%

For targeting women ages 18-34, here was the response:

  • Instagram: 38%
  • Facebook: 31%
  • YouTube: 18%
  • Snapchat: 15%
  • Twitter: 6%

Facebook has chipped away at YouTube's video dominance, now scoring 25% of total earned views and far more shares, according to This is unsurprising, as digital natives gravitate to online video sources and Facebook is the leading social destination. As a result, CBS -- which will broadcast the Super Bowl on February 7 -- will run ads simultaneously online and on TV for the first time.

"Harnessing the enthusiasm, including which other content users engage with and why, is the opportunity of the social video era," AdParlor VP of Strategy and Operations Paul Calento said. "Not only do these social video spends and programs happen at the same time as the actual event, they continue to yield results for days and weeks after the event is over," Calento said.

But as it turns out, social video is not a zero-sum game. Last year, YouTube's share of online Super Bowl commercial views decreased dramatically, but the platform's self-reported year-over-year total views increased from 200 million to 350 million.

"More than 60% of our survey respondents plan to advertise around the big game in some way; but of those, 33% will advertise online only," AdParlor VP of Marketing Anita Newton said. "The price of a 30-second, in-game ad is the big barrier to entry for most, but savvy marketers know they can still take advantage of the massive online traffic the Super Bowl generates," Newton said.

About AdParlor
AdParlor is a social media advertising technology company, providing full-service solutions -- including social video advertisements -- on Facebook, YouTube, Twitter and Instagram. AdParlor delivers measurable results on a large scale for hundreds of clients, including American Express, Coca-Cola, LG, OMD, Mindshare and Starcom. For more information, visit

Contact Information

  • Media Contact/For More Detailed Findings
    Paul Herdtner
    AdParlor Director of Communications
    Email Contact
    816-841-7631 (o)