Super Bowl LI Projected to Be the Biggest Online Video Event of All Time

Visible Measures’ Super Bowl Attention Playbook Offers Advice for Brands and Advertisers Launching Campaigns Surrounding the Event

BOSTON--()--Visible Measures, the leader in video attention measurement and activation, today announced that Super Bowl LI is projected to be the biggest online video event of all time, according to its new Super Bowl Attention Playbook. Visible Measures’ new report looks at historical advertising trends surrounding the Super Bowl, and offers prescriptive advice on how brands can get the most value out of their advertising campaigns.

Visible Measures’ Super Bowl Attention Playbook provides brands and marketers with insights on how to run successful Super Bowl advertising campaigns in an attention-based world. The company’s research focuses on the three key areas of a branded marketing campaign, which include: planning for attention and not just views; working the content stack and having multiple creatives for the event; and getting the timing right of when to launch a campaign surrounding the Super Bowl.

“Historically, the Super Bowl been the single largest live TV broadcast event of any given year, averaging more than 110 mm viewers in the U.S. alone. While it has always been a major event for brands and advertisers, online viewership has become increasingly important when determining the success of a branded video campaign,” said Brian Shin, CEO of Visible Measures. “Brands and advertisers now need to look towards audience attention, and not just view count or ad impressions, when calculating the success of their Super Bowl campaign. Visible Measures’ Super Bowl Attention Playbook helps outline how to make that success a reality.”

Some of the trends and branded video advice featured in Visible Measures’ Super Bowl Attention Playbook include:

  • Look Beyond Facebook - Advertisers that focus primarily on Facebook during the Super Bowl risk losing attention. Even though views were equivalent across platforms for the top ten brands (in terms of views) during Super Bowl 50, three times as much viewing time occurred on YouTube.
  • YouTube Wins Post-Game – YouTube’s attention lead accelerates post-game, and its platform should be leveraged for sustaining the impact of branded campaigns after the game has ended.
  • Timing Is Essential – Campaigns that are launched earlier net more attention, while those launched later result in more social interactions. For Super Bowl 50, 70 percent of campaigns launched one or two weeks before the game.
  • Smaller Budgets Can Still Win – Smaller advertising budgets can still stand out when launched two weeks before game day. While it’s easy to get drowned in the noise the week leading up to Game Day, the period two weeks out is a relatively quiet time for making a splash. With this method, brands can surge leading up to the Super Bowl to drive mass awareness.
  • Work the Content Stack - Super Bowl 50 campaigns with four or more creatives had almost two times (1.7x) the viewership and 1.4x the Engaged Viewing Time of campaigns with three or fewer creatives.

For more information, the Super Bowl Attention Playbook can be found at

About Visible Measures

Visible Measures, the leader in social video measurement and activation, enables brands to better compete for consumer engagement by maximizing their Share of Attention relative to media spend in video content advertising. The company’s platform is fueled by a massive proprietary dataset, as well as patented programmatic technology that combines five trillion data points to reach more than 500 million unique monthly users across 600,000 web and mobile properties. World class advertisers and brands successfully rely on Visible Measures’ video content advertising platform every day to drive unmatched consumer engagement worldwide. Visit us online at or follow us on Twitter @visiblemeasures.

True Reach and Visible Measures and the Visible Measures logo are registered marks owned by Visible Measures Corp. Other company and product names may be trademarks or servicemarks of their respective owners.


fama PR
Cait Mattingly, 617-986-5033


fama PR
Cait Mattingly, 617-986-5033