Over 111.3 million Americans were tuned into the Super Bowl on Sunday, making it the most watched U.S. TV broadcast ever. Moreover, more people than ever were involved in social media concerning the game. According to Bluefin Labs, the Super Bowl garnered around 12.2 million social media comments (from 5.4 commenters), which is 6.8 times more than last year’s event, which only had 1.8 million social media mentions. The event also set a record for the current largest media check-in site GetGlue, which recorded >150,000 check-ins.
Here are the comment counts for the most popular advertisements played during Super Bowl.
Everybody will know who won the biggest sporting event of the year by the end of Sunday night, but did you know there’s a clear winner in the advertising world too? Ever since 1989, interest in every second of advertising shown during the game has been tracked by the USA Today Ad Meter using continuous input from a small panel of viewers. Marketers hope to have cracked the top 10 of all ads shown for the night when ratings come out in the paper Monday morning.
However, over the years both audiences and industry professionals have expressed concern for how the Ad Meter causes creators to fixate on only what will result in the highest ratings and immediate reactions rather than a resonating message. This will be the first year USA Today is opening a public poll on Facebook, in addition to the traditional panel, and won’t declare a “winner” until the polls close on Wednesday.
Coke will be using their classic polar bears in a Super Bowl spot, but they want to give the mascots that extra little oomph. How can you make cartoon polar bears even more endearing you might ask? Well the concept is built around tying the commercials directly into the game itself.
Two polar bears rooting for opposing teams will be introduced in a 30-second ad during the 1st quarter, and then one version of a 60-second ad that continues the story will air during the 2nd quarter—dependent on how the actual game is going. A social campaign that includes Twitter and Facebook profiles written in the voice of the bears, clips extracted from the live stream, and animated versions of the bears reacting in real-time on the website will come full circle to enhance the overall experience of the ads and add a little extra entertainment value. I don’t know about you, but I’ll be keeping my eyes peeled for their every move.
NBC plans to host a post-game Hangout on Google+ to discuss the best and worst commercials of this year’s Super Bowl, using a feature that allows users to watch YouTube videos together. This follows on the heels of President Obama’s first digital chat also using Hangout earlier this week. The partnership between Google and NBC will allow for cross-promoting of the big game on YouTube for the entire weekend leading up to it, while NBC promotes YouTube’s Ad Blitz—where users can vote for their favorite Super Bowl ads. Sports reporter Darren Rovell has been tapped to host the event, and he will reveal the winning ad of Ad Blitz on his show in the coming weeks.
“The day after the Super Bowl is when people head back to their office water coolers to discuss what they loved and what they didn’t,” said Rovell. “Our conversation is about taking all those water coolers conversations and bringing it to a national, digital stage.” Would you join in, or do you think it’s just another forced attempt to make Google+ relevant? Either way you might consider tuning in on Monday. The multi-million-dollar ads will likely still be fresh on your mind so why not see what everyone else has to say about them too?