‘Doctor Strange’ sequel, ‘Jurassic World Dominion’, ‘LOTR’ trailers saw biggest Super Bowl spikes on social media
Disney/Marvel’s Doctor Strange in the Multiverse of Madness Tops RelishMixis annual superbowl trailer social media impact report with excellent 93.12 million seen within 24 hours of Sunday’s NFL title game.
Each year, RelishMix has taken a holistic view of the 24-hour viral effect for trailers running Super Bowl Sunday ads with an apples-to-apples comparison of headlines across Facebook, Twitter, YouTube, and Instagram. As social word of mouth spreads, the materials are shared, reposted, and reviewed by fans and film and series talent alike. RelishMix stats of the impact of the 24-hour Super Bowl on TikTok were only incremental for a few of the movies and shows during the Big Game.
No More Deadline
The metric below includes both assets owned and earned by studios and streamers as well as notable distribution streams. Also below is post-game traffic on teaser/trailer spots that dropped just before Sunday, i.e., Nope, Jurassic World DominionAmbulance, The Adam Project, Top Gun: Maverick, Sonic 2, Moon Knight and Doctor Strange 2.
Now Amazon and Disney are announcing higher traffic than RelishMix for their upcoming projects, September 2 The Lord of the Rings: The Rings of Power and May 6 Doctor Strange 2, respectively. WaveMetrix recorded the resonance of both projects as they exited the Super Bowl and measured additional sectors of media, but no context was provided regarding how the two titles compared to rival studios’ other Sunday trailers. or previous Super Bowls.
Last year’s Super Bowl only showed six movie trailers while theaters in Los Angeles and New York remained closed, so this year marked a return to normal, not just in terms of offer (previous Super Bowls averaged 11 trailers per year) but also social media mobilization. Read, Doctor Strange in the Multiverse of Madness‘ Traffic of 93.12 million is more than doubled F9it’s 44.52M draw last year after the game, and almost five times the power of Black WidowThe pre-pandemic trailer for the Super Bowl in 2020.
Meanwhile, Jurassic World Dominionit’s 86.82M post-Super Bowl traffic is nearly three times that of Jurassic World: Fallen Kingdomit’s in 2018.
Amazon claims that The Lord of the Rings: The Rings of Power holds all-time postgame traffic for a trailer dropping during the Super Bowl with 257M views (no other composition or background was provided to the press), 73% of which came from abroad given the popularity of the IP abroad. RelishMix Metrics The Lord of the Rings’ 24 hour traffic at 80.3M. WaveMetrix says the large amount of traffic comes from all trailer video copies on YouTube, Facebook, Instagram, Twitter, and TikTok, as well as Amazon’s YouTube, Facebook, Instagram, Twitter, and TikTok channels. Paid and organic trailer traffic is included. The trailer also works on Amazon’s website. Fan reaction videos are excluded.
Separately, Disney reports that the 30-second trailer for Doctor Strange 2 stopwatch 143M global online views within 24 hours of the Super Bowl, plus 55 million additional broadcast views. Online audience was measured from searches on Twitter, Facebook, Instagram, YouTube, TikTok, Snapchat and Google.
Note that 24-hour online traffic for previous non-Super Bowl trailers, Spider-Man: No Coming Home and Avengers: Endgame, clocked at 355.5 million and 289 million views respectively.
Best of Deadline