Those Super Bowl ad spots have paid off for a number of tech companies, not just in terms of exposure, but app installs as well, a new report says. But Coinbase’s viral ad – which just bounced a QR code off a black screen like the old DVD screensaver – outperformed the pack, with installs jumping 309% week-over-week after the Super Bowl ad aired on Sunday, Feb. 13, and it continued to climb another 286% the next day.
The new data comes from app intelligence firm Sensor Tower, which crunched the numbers to see how well Super Bowl ads fared for the top mobile brands that advertised during the big game. . Although the company cannot share actual download figures due to non-disclosure agreements with its customers, its data can provide insight into the impact of these advertisements. (This data is for US app stores only.)
It turned out that Coinbase wasn’t the only crypto app that performed well. Of the top five apps whose ads drove strong download growth, three were crypto apps. In addition to Coinbase, crypto-trading platform eToro increased app installs by 132% week-over-week on Feb. 13 and 82% on Feb. 14. Meanwhile, cryptocurrency exchange FTX, whose ad featured ‘Curb Your Enthusiasm’ star Larry David, saw a 130% increase in week-over-week downloads on February 13, followed by 81% growth the next day.
Together, Coinbase, eToro, and FTX saw their installs in the United States collectively increase by 279% on February 13 compared to the previous week. This continued the next day, when week-over-week download growth hit 252%.
The other Super Bowl Sunday top 5 apps were sports betting. The DraftKings Sportsbook app saw downloads increase 197% week-over-week on Sunday, second only to Coinbase. Caesars Sportsbook followed, posting 147% week-over-week gains, earning it a spot in the top 3.
Rounding out the top 10, in order, online car buying platform Vroom (111% download growth), kid fintech Greenlight (+89%), another online car buying platform Carvana (+53%), AMC+ streamer (+38%), and Meta’s Oculus (+25% – surprising, given its bizarre and depressing advertising.)
While download growth is one sign of advertising success, another is app rank, which measures a combination of downloads, speed, and other factors.
In some cases, the brand’s Super Bowl ad caused an immediate jump in new installs, but not all ads benefited equally. Additionally, some apps would likely have seen an increase in installs regardless of their ad spend, such as sports betting apps or those that had a more practical use, such as Peacock and YouTube TV.
But the ranking can give an indication of how popular these brands were before their advertising aired.
For example, Oculus was ranked No. 102 overall on the US iOS App Store on Saturday and only dropped to No. 100 on Sunday, then fell even lower on Monday to No. 175, according to data from . Apptopia. This shows that while it has seen a 25% download growth, as Sensor Tower says, it hasn’t driven a lot of new users to try the app.
Meanwhile, Coinbase fell from No. 124 overall on Sunday, then crashed due to the huge increase in traffic. On Monday, however, it was the No. 2 app on the US App Store. Monday’s other top apps included Peacock TV (#1), HBO Max (#6), FanDuel Sportsbook (#12), DraftKings Sportsbook (#25), Disney+ (#31), and YouTube TV (#31). #1). 42).
Another interesting thing about this year’s Super Bowl ads, Sensor Tower realized, was that just as these digital brands were embracing traditional TV ads, traditional brands were shifting to digital ads.
According to data from Pathmatics, the top 10 advertisers by spend on over-the-top video platforms like Peacock, Paramount+ and Hulu were mostly traditional brands. Weight Watchers, for example, spent around $1.4 million on marketing for these streaming services, while Volvo and Nike spent $1 million+ and $623,000, respectively. Grocery tracker Basketful – the only one in the top 10 to be a mobile brand – spent around $486,000. It was followed by Geico, which spent around $413,000.