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BizReport : Research : February 06, 2013


Reports find mobile engaged most Super Bowl viewers

Whether watching because it was the last game for Baltimore Ravens' famed linebacker Ray Lewis or for brands' ingenious commercials, the bulk of Super Bowl watchers were also engaging via mobile devices. They were tweeting about spectaculars plays - and spectacular ads - with friends and strangers. Here's the breakdown:

by Kristina Knight

According to data just out from NMIncite, Super Bowl XLVII has nearly as much Twitter activity as all three Presidential Debates (US, 2013) combined. There were more than 26.131 million tweets made about the Super Bowl by more than 5.2 million unique users. While the debates' total tweets numbered just 27.63 million.

As for how Super Bowl ads performed, data is still being collected but RadiumOne polled users and found that nearly half (45%) plan to research a brand/product advertised during the event. About one-quarter (24%) say they watch the Super Bowl just for the commercials with one-third reporting they Tweet and Facebook about the most interesting commercials as they're watching. Other interesting findings:

• 45% posted about the Super Bowl to their social networks via mobile
• 20% say they 'hashtagged' about the game while watching
• 24% say those 'hashtagged' posts were commented on or re-posted by followers

Meanwhile, Velti reports that the ads getting the most social network action included the Jack in the Box commercial with Shazam. The highest impression rates were in the first half, as Baltimore built their lead, finds the report.

"During gameplay, mobile usage reflects the opposite of the game's tide - as the Ravens opened their lead, impressions grew, when the 49ers made it a game as the second half progressed, impressions fell, diving sharply in the thrilling final minutes," is written in the report.

Finally, SocialGuide reports the top hashtags for the game included #SuperBowl (1.6 mentions), and #Ravens (591,043 mentions) while the tops Keywords included Beyonce (5.2 mentions), Ravens (4 million mentions) and Super Bowl (3.2 million mentions). Other interesting findings from Social Guide include:

• Tide Miracle Stain commercial received 92% positive reactions
• 63% of tweets were for the game, 21% for the halftime show and 16% for the ads
• 51% of those tweeting were female, 48% male

Tags: mobile marketing, mobile trends, NM Incite, RadiumOne, social marketing, SocialGuide, Super Bowl XLVII










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