Super Bowl XLVIII: The Social Media Scoreboard

Seahawks logo - examining Super Bowl social media chatterWondering what drove the most social chatter during the Super Bowl?  The game itself certainly wasn’t suspenseful, but social media was still full of commentary about the commercials, half-time show and more. A new study by Lambert, Edwards & Associates & Infegy offers interesting data about game day social buzz, analyzing the 39.5 million Super Bowl-related social posts on February 2nd.

Here are some of the highlights:

  • men were busy tweeting and posting pre-game, accounting for 67% of all posts, but the gender distribution evened out during the game itself, with 53% men and 47% women posting during the game
  • half-time discussions on social media only totaled around half of last year’s volume (apparently Bruno Mars and Red Hot Chili Peppers were no match – on social media – for 2013’s Beyonce performance and reunion with Destiny’s Child)
  • the top 3 commercials by volume of mentions (Budweiser’s Puppy Love, H&M’s TV Purchase and Beat’s Goldilocks) were fueled by a majority of posts from women
  • the most popular auto commercials on social (by volume) were: Chevy’s #Romance with 32,699 mentions and #Maserati with 26,804 mentions
  • the most well-received auto commercials were Hyundai’s #SixthSense with 88% of conversations positive and Jaguar’s #GoodToBeBad with 80% positive conversations

Check out this infographic for more results from the study:

Lamber Edwards Infegy Super Bowl Social Media Scoreboard

What were you posting about on game day?

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  • Wow, hardly and difference between mentions of the teams and the commercials. Looks like the idea that people enjoy the ads as much or more than the game itself really holds up – from a social media perspective anyway.

    • I think that’s right … although there may be a slight skew caused by all the marketers who like to talk about the commercials on social media ;-)

      • That sure is a lot of people, isn’t it. Just as well this year, much more interesting than the game itself.