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BizReport : Advertising archives : February 09, 2016

Super Bowl winners and losers

Millions of people around the globe tuned in to the Super Bowl Sunday night in California, and several reports show the big winners - and losers - of the night weren't just the Broncos or the Panthers.

by Kristina Knight

Tremor Video followed advertisers across screens and found average CPMs increased by about 10% during the game, with mobile driving most of that growth. The biggest winners of the night included Food/Beverage and Auto brands. Researchers found Auto advertisers showed a sustained increase from about 2pm through midnight with Food/Beverage brands' peaking around 4pm.

Before the game began, people were hitting the Internet looking for game, team and player details. According to data from HookLogic the top ecommerce search terms for the teams before the game included Denver Broncos, Carolina Panthers and Broncos Shirt, and for football, in general, the top terms included Football Sports and Football Cards.

Meanwhile, Fetch has delved into mobile specific results and found that in the hour before kickoff of the Super Bowl, usage drops an average of 36%. They also found that Denver fans were more vocal via their mobile devices after the win than Carolina fans were in defeat. Other interesting findings from Fetch included:

• Mobile users were 51% more likely to be consuming video content after the game than before
• Mobile usage dropped about 29% an hour after the game
• New York mobile users were some of the most active, showing 31% more acivity than California before the game

As for how Super Bowl advertisers did, AppNeta's data shows Colgate, Doritos and Mountain Dew all kept their page load times below 1 second during the game while sites including Avocados from Mexico, Toyota and Turbo Tax all showed load times of at least 5 seconds during the game.

Image via Shutterstock

Tags: advertising, AppNeta, Fetch, HookLogic, mobile ads, mobile marketing, Super Bowl ad trends, Super Bowl advertising, Tremor Video

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