Now that the Super Bowl is over, it’s time to look at the plethora of social stats available — and then maybe we can get back to our normal non-Super Bowl lives.
This year, according to Networked Insights, the Super Bowl generated over 24 million real-time social media conversations across Twitter, Facebook, blogs and forums. But the most discussed topic wasn’t a player or a team or the blackout. It was Miss Queen Bey (pronounced “bee”) aka Beyoncé and her visually spectacular, pop-star-glam halftime-show performance. According to Bluefin Labs, social commentary peaked at 366,000 comments per minute during Beyoncé’s performance, which was even more social than Election Night 2012, at the exact moment the election was called for Barack Obama. That moment generated 261,000 comments per minute. Yeah, this is America.
Of the Super Bowl ads, the most-discussed according to Networked Insights was the GoDaddy ad “Perfect Match,” which got 255,121 social mentions; however, the gross make-out session spot also got the most negative reaction with 11 percent net negative response.
Taco Bell’s “Viva Young” ad came in second place with 213,125 mentions, followed by Calvin Klein’s “Concept 30” ad, which got 209,539 mentions. Tide’s “Miracle Stain” ad came in eighth place but had the most positive viewer reaction with 59 percent net positive sentiment.
People were active on social TV, too. According to Bluefin Labs, there were 108,000 check-ins on social TV app GetGlue during the Super Bowl. Bluefin Labs’ data, which takes into account GetGlue comments, found that Dodge Ram’s “Farmer” ad was on top as far as the most social Super Bowl ad, not the GoDaddy ad. According to Bluefin, the Dodge Ram ad generated a whopping 402,000 comments. See Bluefin’s full top 10 list of social Super Bowl ads below to compare to Networked Insights’ top 10.
Hashtag marketing unsurprisingly played a big role in the Super Bowl this year. According to Networked Insights, 26 of the 52 national commercials CBS broadcasted during this year’s Super Bowl used hashtags, which is a 300% increase from last year’s game. The top five most mentioned hashstags from the top to bottom were Budweiser’s #Clydesdales, Pepsi Frito-Lay’s #Dorritos, Wonderful Pistachios’ #CrackInStyle, Calvin Klein’s #CalvinKlein, and Dodge Ram’s #GodMadeAFarmer. You can see Networked Insights’ full Super Bowl report here.
Image via Shutterstock
Wave of AI-based marketing startups arrives as Microsoft, Google rush AI-based products to market
As Microsoft and Google compete with generative content, much smaller firms are building their own tech to tackle new territory
Digiday+ Research: On the eve of the Super Bowl, brands much prefer advertising on CTV over traditional TV
Brands prefer investing in connected TV over traditional TV — if they're spending on TV at all, a Digiday+ Research survey found.
Pinterest jockeys for position in platforms arms race for short-form video
The company’s recent deal with Conde Nast was just the start.
SponsoredAdvertising predictions that will shake up the media industry in 2023
Chris Kelly, CEO, Upwave Like many people, marketers and advertisers were ready to see 2022 come to a close. A year that started off promising was assailed by inflation, layoffs and the disastrous effects of RSV, the flu and additional COVID strains. Still, despite an uncertain outlook for 2023, there are plenty of reasons for […]
Will Twitter continue to be where brands comment on the Super Bowl – or will TikTok play usurper?
As TikTok continues to dominate marketing conversations, experts sound off on whether or not it will become the future second screen for live events.
Brands stay silent on Tyre Nichols killing as marketers signal it as an industry backslide
Compared to the things that were said and acted upon during the murder of George Floyd and the protests that took place three years ago, many brands have been relatively quiet around Tyre Nichols.