The average share rate (the percentage of people watching an ad who also shared it) dropped from 2.9% last quarter to 2.6%.
This is the first time that online shares of advertisements aired during the Super Bowl have decreased year-on-year.
These figures come from the latest Unruly Social Video Report, which analyses current social video advertising trends over the last three months.
The only verticals to see any growth in this quarter were consumer packaged goods (CPG) and fast moving consumer goods (FMCG)… so beer then.
The Budweiser advert ‘Puppy Love’ had already managed 1.1m online shares before the Super Bowl had even begun.
Inexplicably the trend of prankvertising is very much still alive and tricking.