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BizReport : Research archives : February 06, 2012

Super Bowl Hangover: How people are still engaging with the big game

Twitter and Facebook were buzzing with Super Bowl related stats, questions, observations and ironic comments Sunday night. iProspect reports an average of 10,000 tweets per second during Super Bowl XLVI, breaking the record held by pop star Beyonce's baby announcement. While most of the buzz has died down those conversation threads are still pushing consumers to brands, content and information and that means more chances for engagement.

by Kristina Knight

superbowl.jpgAccording to iProspect the Super Bowl is still high on the attention meter of fans, even a day after the plays are history. The top search terms related to the game for Monday, February 6 include 'Madonna Halftime Show', 'Acura NSX', 'Giants Super Bowl 2012' and 'Best Super Bowl Commercials'. As for the players, many of them are getting search time, as well. People are shopping for news and information on players including Eli Manning, Wes Welker, Tom Brady and even Peyton Manning, Eli's brother, who was on neither Super Bowl team.

As for the big winners during the game 67% of Viggle users checked in to say they liked Madonna's halftime show; their favorite Super Bowl commercials included NFL's 'We Play For You', Volkswagon's 'Fat Dog' and Budweiser Light's 'Here We Go' spots.

USAToday's AdMeter panel, meanwhile, rated the top three Super Bowl commercials as Doritos (Dog Bribing Cat Owner), Volkswagen (Fat Dog/Star Wars) and Skechers (Dog running). Apparently animals were hot this year.

Does all the chatter about the Super Bowl really matter to brands? While the buzz is relatively short-lived, data from Buddy Media finds that in the six weeks leading up to the game, Super Bowl related posts received 60% higher engagement rates than non-Super-Bowl related posts. And, on Super Bowl Sunday, posts with game keywords received 99.7% higher engagement rates.

Tags: Buddy Media, iProspect, online advertising, online content, social marketing, Super Bowl 2012, super bowl buzz, Super Bowl XLVI, USA Today, Viggle

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