Last week's Adobe Digital Index report (“Digital And TV ‘Double Coverage’ Key To Marketing Success At Super Bowl”) highlighted the growing opportunities to market to football fans chatting away on social media.
Indeed, the few hours during yesterday’s big game likely saw some of the largest social media audiences ever. Both those who paid the $4 million per 30 seconds of TV time and those who didn’t reaped tremendous benefits from social media marketing plays.
It didn’t take long for viewers to realize the game was going to be a complete blowout. Soon after halftime, audiences began to turn away from the TV, and social media mentions for Super Bowl advertisers started to increase. Advertisers garnered nearly 2 million mentions overall, with nearly 55% of those mentions coming during the game’s second half. The increase in discussion about advertisers appears to indicate that viewers found the advertising to be the more entertaining topic of conversation.
7X Gain In Social Mentions
Although the ads are expensive, in-game broadcast advertisers all saw large gains in their social media mentions. Total mentions, as well as percent increase versus their average days, showed dramatic improvement. A comparison of Super Bowl advertisers versus their competitors shows how dramatically their advertising impacts digital channels.
We will release an analysis of advertiser’s Web traffic later this week; we expect to see a double-digit rise in traffic there, as well.
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Adobe Digital Insights publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries. Research is based on the analysis of select, anonymous, and aggregated data from more than 5,000 companies worldwide that use the Adobe Digital Marketing Cloud to obtain real-time data and analysis of activity on websites, social media, and advertising.
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