An estimated 103 million people in the US watched the Philadelphia Eagles beat the New England Patriots in Super Bowl 2018. Before, during, and after the game NBC viewers were served some exciting new trailers for some much anticipated movies like ‘Solo: A Star Wars Story’, ‘Avengers: Infinity War’, ‘Mission: Impossible – Fallout’, and ‘Jurassic World: Fallen Kingdom’. Super Bowl 52 saw many of the big film studios drop engaging trailers for this year’s up-and-coming blockbusters. But how many online video views did these trailers attract, and what kind of engagement did they generate?
Tubular Labs partnered with United Talent Agency and comScore, Inc. to track the performance of the “official” 2018 Super Bowl movie trailer ads served to the viewing public on Sunday. Tubular confirmed the number of online video views the movie trailers generated, while comScore and United Talent Agency reported the digital interaction in response to the trailers that aired during the February 4th game – as well as the NBC Super Bowl Pregame Show.
When it comes to online video views, Tubular Lab’s data confirms that ‘Jurassic World: Fallen Kingdom‘ generated the most YouTube video views, with 869,000. The film, a sequel to 2015’s Jurassic World, also topped the number of Facebook views, with 2,700,000.
The combined report also confirms that the ad for Disney and Marvel Studios’ ‘Avengers: Infinity War‘ generated the most buzz of any movie spot airing during the game, while ‘Solo: A Star Wars Story’ and ‘Jurassic World: Fallen Kingdom’ also proved a hit with viewers, followed by the trailers for ‘Mission: Impossible – Fallout’ and ‘Skyscraper’.
In terms of video views across the main social platforms, all 8 movie trailers highlighted in the joint report were uploaded to both YouTube and Facebook. Views across the sites for the ‘Jurassic World’ trailer hit 3.56M in the span of just 12 hours. These hugely impressive numbers meant the Dino-centric movie was the clear winner in terms of views, followed by ‘Mission Impossible: Fallout’ coming in second with 2.09 million views.
At time of writing, the YouTube upload of the ‘Jurassic World’ trailer has generated 10.2M views. With another few months before its release (the movie hits theatres on June 22nd), we expect at least one more trailer release before the main event.
Stay tuned to Tubular Insights over the coming months as we continue to bring the insights and data around movie trailer releases and theatrical marketing strategy.