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Super Bowl movie trailer insights: Avengers drives most intent to view
Analysis of immediate consumer Twitter reaction to the latest Super Bowl movie trailers reveals the Avengers as the out and out winner, driving more positivity, higher reach, more intent to view and a larger growth in Facebook likes than its rivals.
With an audience of over 100 million, the Super Bowl is always an event that attracts big ad spend and a lot of interest, but with the advent of social media it is now possible to track ad impact in real time. WaveMetrix analysed immediate consumer reaction as the Super Bowl aired to establish which movie trailers were the most well received and which drove consumers to want to see the upcoming film.
Closer analysis of immediate consumer reaction reveals that most trailers were received positively, with the Avengers driving the highest reach and managing to drive consistent volumes of discussion throughout the game. The Avengers also drove the highest number of consumers to express intent to view the movie and also managed to grow their Facebook community by a largest amount following the event.
Act of Valor, which aired multiple trailers during the game, also performed well, with high numbers of consumers expressing intent to view the movie and with the movie showing the biggest proportional growth in Facebook community size following the game.
Trailers drive short bursts of discussion around each movie, but Avengers succeeds in keeping consumers engaged long after the advert has aired:
Avengers drives highest propensity to view, with top five trailers all driving consumers to say they “can’t wait” for the movies’ release:
Avengers also succeeds in growing Facebook community by a larger proportion than most rivals, although Ghost Rider remains the biggest community: