Andy Grammer, Fine Young Cannibals, Bob Dylan and others didn’t just see gains in digital sales to their music after their songs were featured in commercials aired during Feb. 3’s Super Bowl LIII; their respective tunes also jumped in on-demand streams in the hours during and following the New England Patriots’ 13-3 defeat of the Los Angeles Rams.
But the overall winner may be T-Mobile, whose series of ads featuring text conversations soundtracked by music were not just hits for viewers, but also scored gains in streams and sales for the songs they featured.
As previously reported, Fine Young Cannibals’ “She Drives Me Crazy,” one of multiple songs featured in a handful of T-Mobile ads during the game, scored a 2,235 percent boost in digital downloads in the U.S. on Feb. 3-4 compared to Feb. 1-2, according to Nielsen Music. Now, it’s revealed that the track’s on-demand audio and video streams rose 215 percent in the same period, with the song pulling 421,000 in all over Feb. 3-4, up from 134,000 pre-Super Bowl.
However, the streaming gainers aren’t necessarily the same players as those that gained in sales. For instance, Eric Carmen’s “All By Myself” is among the biggest winners in streams. The song, also featured in a T-Mobile ad, leapt 147 percent in streams, garnering 312,000 against 126,000. Additionally, another track in a T-Mobile commercial, Dean Martin’s “That’s Amore,” jumped 123 percent to 739,000 streams.
Other gainers include Grammer’s “Good to Be Alive (Hallelujah),” which jumped 73 percent to 128,000 streams (its sales figures concurrently rose 530 percent, as previously reported) from its Norwegian Cruise Line ad appearance, and Archie Eversole’s “We Ready” (156,000 streams, up 79 percent), which showed up in a commercial for the NFL.
Dylan’s “Blowin’ in the Wind,” which snagged a 704 percent boost in digital downloads, earned a more modest 64 percent gain in streams (95,000), while Ludacris’ “Stand Up,” a major winner in the sales category (up 1,505 percent), earned a 61 percent boost in streams (142,000).