Marketers are betting on the World Cup, upping budgets to reach a huge, global audience of soccer fans. They have good reason to. The Super Bowl might be known for the commercials, but World Cup ads dominate in terms of engagement on YouTube. Since April, people have watched more than 1.2 billion minutes of World Cup ads on YouTube–that’s 4x more than Super Bowl ads this year.
Scoring with fans
We crunched the numbers to see which brands are winning over soccer buffs on YouTube. Here are the top trending ads as of June 18:
1. Shakira and Activia: Shakira - La La La (Brazil 2014) ft. Carlinhos Brown
2. Nike Football: Winner Stays. ft. Ronaldo, Neymar Jr., Rooney, Ibrahimović, Iniesta & more
3. Samsung Mobile: #GALAXY11 : The Training
4. Nike Football: The Last Game ft. Ronaldo, Neymar Jr., Rooney, Zlatan, Iniesta & more
5. Adidas Football: The Dream: all in or nothing ft. Messi, Alves, Suárez, Özil, RVP and more -- FIFA World Cup™
6. Itaú: Mostra tua força Brasil (Clipe Oficial)
7. Adidas Football: House Match ft. Beckham, Zidane, Bale and Lucas Moura: all in or nothing — adidas Football
8. Castrol: Neymar Jr. v Ken Block
9. Nike Football: Risk Everything. Cristiano Ronaldo, Neymar Jr. & Wayne Rooney
10. Beats by Dre: The Game Before The Game
While Shakira’s music video tops the chart, Nike has taken the early lead with three videos in the top 10 list. “The Dream” from Adidas was the fastest-rising ad with more than 26 million views in just two days.
This isn’t just a short-term play; these videos are growing loyal fanbases for brand channels. On average, those brands in the top 10 ads list grew their YouTube channel subscriber base by 18% over the past month.
Longer, more movie-like ads
Unlike other sports, there’s only one commercial break during a soccer match. To make the most of it, advertisers are creating longer-form videos that can have a whole other life online. They feel less like ads, and more like more made-for-YouTube content. The average length of the top 10 trending World Cup ads is around three minutes versus one minute for the Super Bowl. In fact, this Samsung Galaxy video with more than 10 million views is seven minutes long.
While Brazilians are watching the most World Cup ads (61 millions views so far), the U.S. isn’t far behind (57 millions views). One interesting difference: U.S. viewers tend to search about the World Cup right before games. Just prior to kick-off of the first World Cup match, views of ads on YouTube spiked dramatically in the States.
To check out more top trending ads, visit the Top Trending World Cup ads playlist on YouTube: http://goo.gl/7GMy2R
To see World Cup searches trending on Google, visit our World Cup Trends Hub: google.com/worldcup
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