M&M’s Super Bowl ad on track to exceed the web views of Vw’s ‘The Dog Strikes Back’

Article by Christian Andrei, on January 30, 2013

The Super Bowl ads for this year continue to battle it out. We came to the conclusion last week that pre-Super Bowl release doesn't always help an ad in the long-term. M&M’s campaign proves the same thing as the sexy candy Ms. Brown beat rivals with 27.5 million views, which is more than double that of second-ranked VW's total.

Paid placements certainly have an impact but apparently, M&M's success seems to be driven by viewers. Visible Measures estimated that of the 30 million views, about 24.7 million were from clips that users uploaded. On the web, there would be more than 250 clips but fewer than 10 are official copies that the brand uploaded.

M&M's ad is currently on track to exceed the web views of Volkswagen's "The Dog Strikes Back.” Other spots on this chart that debuted in the game include Chrysler’s "It's Halftime in America" ad with Clint Eastwood vehicle at No. 4 and Elton John’s Pepsi titled "King's Court," at No. 6.

Breaking into the rankings are a lone non-Big Game ad, Old Spice's "Smell is Power," while Acura's Jerry Seinfeld campaign disappeared from the charts after gathering 18 million views the previous week.

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