Advertising during the Super Bowl is a major investment for brands, and some will opt to try and extend the reach of TV ad buys with social video content. Data from Tubular Labs shows which brands are getting the most YouTube views on Super Bowl videos in the last 30 days, and not coincidentally, all are in-game advertisers – or Apple, which sponsors the halftime show.

• Heineken posted just one YouTube video specific to the Super Bowl, but it gets a major boost by also featuring Paul Rudd, playing Ant-Man in a co-branded spot.

• PopCorners’ first Super Bowl ad is making a big splash already on YouTube thanks to the revival of Breaking Bad’s main characters, Walter White and Jesse Pinkman.