Super Bowl XLIX is officially in the books. The New England Patriots have been named World Champions once again, Katy Perry wowed the world riding in on a lion, and many people now understand what it is that GoDaddy.com actually offers. After a night of parties, cheering, and some of the most prolific advertising of the year, our team here at Salesforce Marketing Cloud is providing you with a comprehensive analysis of Super Bowl XLIX advertising and social media trends.
Jeff Rohrs, VP of Marketing Insights at Salesforce Marketing Cloud, just published his annual Super Bowl advertising analysis. In it, he takes a look at advertising trends this year and how brands are (or aren't) taking full advantage of their $4.5 million ad placement with CTAs and digital engagement. For more analysis on the Super Bowl ads and their use of hashtags, URLs, and other CTAs, check out his article here.
Over the past couple weeks and throughout Super Bowl XLIX last night, we also have been using Salesforce's Social Studio to track all the social conversations around the Super Bowl, the teams, the advertisements, and more. We tracked 13.9 million tweets (a 1.4% decrease in Super Bowl-related tweets from last year) to give you insights on how the Social Super Bowl played out in the infographic below.
Here are some of the top trends:
- The top five most-mentioned brands for Super Bowl XLIX were Budweiser, Nationwide, Skittles, Doritos, and McDonald's. All but Nationwide had extremely positive sentiment throughout the Super Bowl. 77.3% of the Nationwide conversations, though, were negative.
- Males just barely beat out females for share of social voice during Super Bowl XLIX (54.7% vs. 45.3%).
- Katy Perry's halftime show received 3.4 million tweets, which was a 52% increase in mentions over last year's halftime show with Bruno Mars.
- The New England Patriots not only won on the field, but they also won the Social Super Bowl as well with 1.9 million mentions and a 47,000 increase in Twitter followers due to the Super Bowl. The Seahawks only saw an increase of 38,000 and 1.7 million mentions throughout the game.
For the full analysis, check out the infographic below. Let us know how these social trends compared to your own social activity during the Super Bowl in the comments below.