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BizReport : Social Marketing : February 02, 2012

Super Bowl Super Social?

Ad space for the game is sold out and that has a lot of fans talking, tweeting and status updating: will Super Bowl XLVI ads live up to the hype of years past? While they ads may live up to the hype, new data from Harris Interactive notes many may not 'get' the commercials - because they'll be watching other screens.

by Kristina Knight

Data from Harris Interactive forecasts a super-mobile Super Bowl - and that mobility will likely give the game social status as well. According to Harris Interactive:

• 83% of mobiles will use their phone at least as much as they did during Super Bowl XLV
• 60% of males will use mobiles at least 5 times during the game, 57% of females will do so
• Mobiles will use phones most during commercial breaks and the halftime show
• 30% of viewers under age 45 will watch the game with mobiles in hand

"I think this survey is indicative of how integrated the mobile device has become during the biggest television event of the year in the U.S.," said Krishna Subramanian, CMO of Velti, which commissioned the survey from Harris Interactive. "Younger viewers say they are sitting in front of the television with a phone in their hand and they'll likely check that screen often. There's no going back now from the fact that the Super Bowl is truly a two-screen experience."

According to data from Seattle-based Banyan Branch the quarterbacks are getting the most buzz from social media - at least so far. Their data shows New England Patriots Tom Brady garnering slightly more social media recognition than the New York Giants Eli Manning. However, the New York fans are more vocal with support for their favorite team.

Meanwhile NM Incite finds the traffic winner - thus far - has been the Patriots, with 644,000 fans visiting the team's website. But socially speaking the Giants are faring better - Giants fans are spending more time on the team's website (viewing upwards of 17 pages per fan, spending 10 minutes on-site) and they're also pushing their team through social media. Giants fans, the research finds, have helped their team to a 59% share of buzz about the Super Bowl.

Tags: Banyan Branch, Harris Interactive, social marketing, social network trends, Super Bowl XLVI, Velti

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