×

Super Bowl Ad Buzz: ‘Stranger Things’ Season 2 Trailer Tops the Field

Netflix’s ’80s-inflected teaser for “Stranger Things” season 2 in Sunday’s Super Bowl captured the most social-media buzz out of the 65 brands that advertised on Fox during the game.

Out of all Super Bowl LI advertisers, Netflix’s promo for the supernatural drama generated the most social actions during the broadcast with 554,000, followed by Budweiser (433,000) and Mr. Clean (413,000), according to ad-analytics company iSpot.tv. That’s a measure of social actions tracked for each ad spot on Facebook, Twitter, YouTube and iSpot.tv’s own platform.

On Twitter, “Stranger Things” generated 307,000 tweets between 6:30 p.m. and 11 p.m ET on Sunday, according to marketing technology firm Amobee — more than three times the next closest advertiser. That was T-Mobile, whose spots included one featuring Justin Bieber, with 91,700 tweets during the Super Bowl telecast, which was followed by Mr. Clean (80,800), Airbnb (77,800), Coca-Cola (74,500) and Audi (73,100).

Stranger Things” — the surprise winner for best drama ensemble at the SAG Awards last week — led the social-media pack out of 65 different brands that advertised in the Super Bowl. All told, advertisers ran 104 spots in 49 ad breaks on Fox for just under 49.9 minutes of dedicated ad time, according to iSpot.tv, which measures activity from more than 10 million smart TVs and tracks responses to TV ads on social and digital platforms. Fox pulled in about $510 million in ad revenue from the Super Bowl telecast (including overtime but not post-game programming), iSpot estimated.

On Facebook, the “Stranger Things” season 2 teaser has garnered 21 million views since it was posted Sunday night, while it has scored more than over 3.6 million on YouTube. Overall on YouTube, Budweiser’s “Born the Hard Way” commercial — the origin story of brewer’s German founders– has been the most-viewed Super Bowl spot so far, but note that the beer commercial was posted on Jan. 31 (five days before the broadcast).

Among “Stranger Things” fans who commented on the trailer on Facebook, the top emotions expressed were “excited” (36%) and “love” (21%), driven by users who are looking forward to its Halloween 2017 premiere on Netflix, according to social-media emotion-analysis firm Canvs. Fans also expressed “crazy” (18%) about the teaser, as well as emotional language indicating how the wait is going to feel like an eternity, according to Canvs.

The Netflix spot featured “Stranger Things” characters Dustin (Gaten Matarazzo), Mike (Finn Wolfhard) and Lucas (Caleb McLaughlin) dressed in “Ghostbusters” costumes, a nod to the Halloween premiere date for season 2.

Meanwhile, the “Stranger Things” ad was fairly low-rated on USA Today’s annual Ad Meter — coming in 49th out of 66 spots. On this year’s survey, 15,000-plus consumers scored how much they liked each Super Bowl spot on a scale of 1-10. The No. 1 ranked spot on the survey was Kia’s ”Hero’s Journey,” featuring Melissa McCarthy.

Popular on Variety

More Digital

  • NBC LX - Valari Staab

    NBCU Launches Digital News Outlet LX to Reach People Who Don't Watch Local TV (EXCLUSIVE)

    NBCUniversal’s local TV division is taking a new tack to reach younger audiences that don’t tune in to its traditional newscasts. On Monday, NBCU’s 42-station local TV group is launching LX — a digital news brand that will produce original content for online distribution and, in 2020, via a live-streaming internet network and multicast over-the-air [...]

  • 'OpenAP' CEO David Levy Sees New

    'OpenAP' CEO David Levy Charts New Course as Stand-Alone

    A consortium built by some of the nation’s biggest media outlets to win new kinds of advertising is quickly changing its course. Founded in 2017 by Viacom, 21st Century Fox and Time Warner, OpenAP was initially designed to help marketers figure out ways to buy advertising based on reaching segments of audience that aren’t defined [...]

  • Vimeo

    Vimeo Launches Video Production Jobs Marketplace

    Vimeo wants to make it easier for companies to find editors and other creatives for their video projects: The company launched a marketplace for video production jobs called “For Hire” Monday that aims to connect video professionals with potential clients. “Every business, brand and agency today faces hurdles in producing video at scale,” said Vimeo [...]

  • US President Donald J. Trump speaks

    Iwonder's Richard Bridges Unpicks the Launch of a Documentary VoD Streamer

    Iwonder, a VoD platform dedicated to documentaries, has launched in eight countries in South East Asia. It is already present in Australia, New Zealand and Singapore. The service provides access to over 1,000 documentaries in more than 50 genres, including entertainment, sports, history, politics, science and technology, religion, music, movies, nature, biography and war. Leading [...]

  • Elite Season 2

    San Sebastian: Spain’s SVOD Players Debate Competition, Brand, Talent

    SAN SEBASTIAN  — Executives from HBO, Netflix, Amazon and Movistar+ and “Elite” co-creator Darío Madrona took to the stage to field questions on the Global Impact of Spanish Series. Here, briefly, are five takeaways: 1.Spain First “La Casa de Papel” was watched by 34,355,956 Netflix accounts over its first seven days,  after a July 19 [...]

  • Tinder - Swipe Night

    Tinder's Apocalyptic 'Swipe Night' Interactive Dating Show Sets Release Date

    Tinder next month will bow its first original entertainment content — “Swipe Night,” an interactive adventure series in which viewers are forced to make dating choices on humanity’s last night on Earth. Variety previously reported details of the location-based social network/dating app service’s foray into original content, which recently wrapped production in Mexico City and [...]

  • Editorial Use onlyMandatory Credit: Photo by

    YouTube Rolls Back Verification Changes, Says Verified Creators Can Keep Their Badge

    A day after announcing significant changes to its verification program, YouTube announced Friday afternoon that it won’t be de-verifying existing creators after all. “We heard loud and clear how much the badge means to you,” said YouTube product manager Jonathan McPhie in a blog post. “Channels that already have the verification badge will now keep it [...]

More From Our Brands

Access exclusive content