The Broncos did it again! While it wasn’t the closest-scoring game in Super Bowl history, we did learn one thing: a solid and consistent defense makes all the difference. The same can be said for marketing. Understanding your consumer and developing data-backed digital media planning & buying strategies to reach them when and where they are most receptive to your message is key. Since we know that fans tune in for the ads as much as the game, we’re sharing some key insights about how consumers watched the big game and engaged with brands!
Who Watched the Super Bowl?
An average 111.9 million viewers watched Super Bowl 50—making it the second-highest-rated game in history, trailing last year by roughly 2.5 million
79% watched at home
33% viewed the game on more screens than last year, including smart TV (21%), smartphone (13%) and tablet (12%)
28% purchased new electronic equipment for the game
The Ads that Scored
77% of viewers said they looked forward to the ads during The Big Game
Viewers’ “Top 5” commercials:
Hyundai, “First Date”
Heinz, “Wiener Stampede"
Doritos “Doritos Dogs”
52% said they planned to share interesting ads during The Big Game
26% looked up a product advertised during the Super Bowl on their smartphone
20% downloaded a Super Bowl-related app on their smartphone
Victory for Brands on Social Media
35% of viewers posted on social media during the game
Super Bowl ads that posted to YouTube one week or more prior to the game had 91% more views by game day than those that did not post in advance
On average, commercials that used a hashtag had 2.07 times more views on YouTube than those that did not
Pokémon was the winner in terms of YouTube views and Twitter mentions (tweets were worth $3.7 million based on the average cost per sponsored tweet)
Drake was the top celebrity with 6.1 million Twitter mentions, Beyoncé followed with 2.32 million
Top brands mentioned on Twitter during the Super Bowl were: #Pokemon20, #AvosInSpace, #PepsiHalfTimeShow #GiveADamn, and #RocketMortgage
Sources: IZEA, Bulldog Reporter, USA Today, Nielsen