Google stated that 82% of TV ad-driven searches during the Super Bowl occurred on mobile devices. This year, the ads drove 7.5 million incremental searches during the game which was a 40 percent higher lift than last year.
The winning Super Bowl Ad of 2016? Audi, "Commander" won the top spot. Four of the top five ads driving lift in brand search were from automotive manufacturers: Audi, Acura, Honda and Kia.