Super Bowl XLIX: Beyond the GameFebruary 4, 2015 | By Fluent
Sunday night’s Super Bowl brought just as many ‘blink and you’ll miss it’ moments off the field as it did on. This year’s game featured 56 national commercials, which cost $4.5 million for a 30 second spot, and included five companies advertising during one of the biggest nights in marketing for the very first time – Loctite, Mophie, Squarespace, WeatherTech, and Wix.com.
Social media had a busy night, too. Fifty percent of all national ads featured a hashtag for viewers to engage with on Twitter (though this is down from 57% in 2014) and four spots highlighted their Facebook pages. “Pitch Perfect 2” included the upcoming movie’s Facebook page as well as the night’s only mention of Snapchat.
But the question remains, with all of these ad dollars working to unite marketing platforms, did Super Bowl viewers actually engage with these brands on social media?
Fluent conducted a two-part Super Bowl survey of over 5,000 American adults to discover how they expected to watch the game and engage with the commercials versus their actual interactions. Facebook reigned supreme as the social network of choice, with 31.5% of respondents saying they followed along with Facebook during the game, compared to just 15.7% on Twitter.
Other key findings from our survey includes:
- Come for the commercials, stay for the football: While most television viewers typically use commercial breaks to grab a refill, one in five survey respondents listed the commercials as their favorite part of the night. Not surprisingly, half of respondents tuned in primarily for the football game, and 25% said Katy Perry’s halftime show was the highlight of the evening.
- The relatively somber commercials at this year’s Super Bowl were noticed by fans who typically find comical ads the most relatable and memorable: Before Super Bowl XLIX, 76.3% of survey respondents told us that “funny” Super Bowl commercials were their “favorite or most memorable” commercials from past Super Bowls; by comparison after this year’s game, 66.3% of respondents told up that funny ads were their favorite or most memorable ads this year (a 13.1% decrease). Other responses included “thought provoking,” “action packed,” “commercials featuring a celebrity” and “other.”
- New advertisers found new audiences: Mophie, Wix.com and Loctite’s first Super Bowl commercials increased each company’s brand recognition by 36.5 percent, 8.70 percent and 14.3 percent respectively, after they premiered their spots.
- It’s a family affair: Only 5.3% of respondents said they watched the game at a restaurant or bar. 68.9% said they watched at their own homes and 22.2% watched at someone else’s home. If you’re good at math, you know that 3.6% said they were “not sure” where they watched the game, which sounds about right given the quantity of beer estimated to have been consumed on Sunday night across the nation!