The Internet and Social Media during the Super Bowl

beyonce meme

Some Kiwis (you might argue most) were not that interested in the Super Bowl and the Americana that goes along with it. It probably did get some extra viewers though landing on the public holiday! We here at Results First ARE interested though in the internet and Google patterns that came along with it.

Beyoncé dominated Super Bowl searches

While Beyoncé was busy making a powerful political statement at this year’s Super Bowl half time show, the world was more focused on her height.

That’s right, Google Trends data showed that the top trending questions about Beyoncé during the half time show were:

1. How tall is Beyoncé?

2. How many kids does Beyoncé have?

3. How old is Beyoncé?

4. Is Beyoncé pregnant?

5. Is Beyoncé married?

After the half time performance had finished, a commercial aired announcing Beyoncé’s world tour. The commercial directed viewers to her official website, which, needless to say, crashed ten minutes after the commercial aired and resulted in a 1000% spike in searches for live tickets to see her.

Google Trends also showed that between 8:37 and 8:44pm EST of the half time show, there was more search activity related to Beyoncé than there was to the Super Bowl itself.

Furthermore, a whopping 82% of Super Bowl ad searches took place on mobile devices, up from 70% last year.

Ads battling it out on social media

There is just as much, if not more, attention directed to the Super Bowl ads than there is to the game itself. There’s so much build up for so little airtime, and the analysis continues well beyond game day and into the realm of social media, where marketers keep a close eye to examine consumer sentiment.

BrandWatch is a social insights platform that created some cool-looking visualisations to demonstrate the ‘social chatter’ surrounding the Super Bowl’s advertising brands.

And BrandBowl is a visualisation created by Postano that monitors how many times users on Facebook, Twitter, Instagram and other platforms use the brands’ promotional hashtags during the game. It was updating in real time, and at last count Esurance was dominating with more than 2 million mentions of its #esurancesweepstakes hashtag.

Interestingly, the company chose not to air their ads during the game. Instead, they implemented a well-developed social media campaign and played their ads before and after the Super Bowl. Judging by the social media stats, it’s a decision that’s paid off.

Esurance’s social media specialist, Sarah Evans, said the company was motivated to leverage the current obsession with mobile devices.

“None these days is just watching the TV. We’re surrounded by technology. We know that the only way into somebody’s house, into somebody’s life, is not just through the TV screen, but through handheld devices and social media,” she said.

So if, like us, you were more interested in the commercials than the game, then you would have found the real action to be taking place on a screen entirely different to the TV.