Analysis of Domain Names in Super Bowl Ads

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Marketing Land published an article covering the use of hashtags and urls in 2017 Super Bowl commercials. By Marketing Land’s calculation, domain names appeared in 26 of the 66 Super Bowl ads (39%) and hashtags appeared in 20 of the 66 Super Bowl ads (30%). I took  a bit of a deeper dive to look at the usage of urls in this year’s Super Bowl commercials and share what I found.

In the Marketing Land article, there was a table showing the  order of advertisements along with columns documenting whether the advertiser used a hashtag, URL (domain name), Twitter, Facebook, or Instagram in their commercial. This morning, I  watched all of the Super Bowl commercials that used a domain name, as noted in the Marketing Land  table.

The full list of advertisers and the domain name used in their commerical is below. Here’s a snapshot analysis of the types of domain names that were used in the 2017 Super Bowl commercials:

  • .com  – 24
  • .org  – 1
  • new gTLD extensions – 1 (.movie)
  • Tagline / call to action / made up / off-brand SB domain names (like PowerPastImpossible.org) – 4

Domain names used in 2017 Super Bowl commercials:

  • American Petroleum Institute – PowerPastImpossible.org
  • Godaddy – GoDaddy.com
  • World of Tanks – TanksRule.com
  • Buick – Buick.com
  • Logan – Logan.Movie
  • T-Mobile – T-Mobile.com
  • Sprint – Sprint.com
  • WeatherTech – WeatherTech.com
  • Alfa Romeo – AlfaRomeoUSA.com
  • Fate of the Furious – FastAndFurious.com
  • SquareSpace – SquareSpace.com
  • Wendy’s – Othr-Guyz.com
  • Toyota Mirai – Toyota.com
  • 84 Lumber – Journey84.com
  • T-Mobile – T-Mobile.com
  • It’s a 10 – ItsA10Haircare.com
  • Baywatch – TheBaywatchMovie.com
  • T-Mobile – T-Mobile.com
  • Wix – Wix.com
  • King’s Hawaiian – KingsHawaiian.com
  • T-Mobile – T-Mobile.com
  • Nintendo Switch – Nintendo.com
  • Mercedes – MBUSA.com
  • Alfa Romeo – AlfaRomeoUSA.com
  • Sprint – Sprint.com
  • Proactiv – Proactiv.com

5 COMMENTS

  1. Interesting analysis – no .Net, .CO or .TV and of hundreds of new TLDs, only one made the cut. I was a little disappointed at the number of ads which showed no domain at all – made it seem like many brands do not view domains as important to their branding.

  2. I don’t know if they were local spots that aired only in our area, but I remember seeing an ad for Scientology that was shown twice during the game and made reference to their .org domain.

    That “religion” has a major presence in one of the major cities in our region, which is why I am not sure if they were only shown locally, especially since they were not mentioned in the linked article.

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