Tuesday, February 3, 2015, 10:21 AM ET|Posted by Will Richmond
Super Bowl XLIX will go into the books as one of the most exciting ever, full of unexpected twists and turns, right up until the last few seconds of the game. Importantly, the Super Bowl experience continues to change, with streaming, extended online ad viewing and social sharing. Below I've rounded up the most relevant data I could find about these trends. If I've missed anything, please let me know.
TV and streaming viewership
The Super Bowl itself was the most-watched TV program in history, with 114.4 million viewers, up 2.2 million vs. last year's game, with peak viewership of 120.8 million during Tom Brady's 4th quarter touchdown drive.
NBC said that its Live Extra desktop/tablet app peaked at 1.3 million concurrent viewers (up from 1.1 million last year, though still just 1.1% of peak TV viewing), had an average of 800K viewers (up 52% from 528K last year) and generated a total of 213 million minutes of viewing. I tuned into the live stream several times and thought the video quality was superb, though the lag time vs. TV of 30-60 seconds was problematic given real-time Twitter updates I was also following.
Ads - Likelihood to purchase
Advertising is ultimately about generating sales, and the stakes to do so are even higher when spending $4.5 million for a spot. Extreme Reach's study of 45,886 viewers using Internet-connected devices found that the Furious 7 ad drove the highest percentage increase in likelihood to purchase (26.18%), followed by Chevrolet (23.92%) and Squarespace (18.045).
The average increase was just 6.5%. Amazingly, 11 advertisers actually experienced a decrease in likelihood to purchase, led by BMW, Mercedes and Heroes Change.
Ads - YouTube viewership
YouTube viewership once again multiplied the reach of Super Bowl ads, with Pixability reporting that as of Monday at 10am, all of the ads had aggregated 133 million YouTube views, with teasers gaining another 51 million viewers. Bud's "Lost Dog" (posted 5 days before the game) led all ads with 21 million views on YouTube, followed by Bud's "Real Life PacMan" (14.1 million). Clash of the Clans' ad with Liam Neeson led with post-game 8.3 million post-game views (it also had the most comments, nearly 8,000).
Pixability found that emotional ads averaged 4.5 million YouTube views, followed by humor (2.7 million) and inspirational (1.1 million). The most successful celebrity endorsers were Kim Kardashian (13 million views), Katie Couric and Bryant Gumbel (12.5 million) and Liam Neeson. Pete Rose (35K) and the retired football players in Wix's ad (55K) were the least successful.
Ads - Facebook viewership
This was the first year where viewing ads on Facebook became material. According to iSpot.tv, Bud's "Lost Dog," so far has approximately 50 million online views, with around 60% of which have been on Facebook. However, among most-viewed ads, there isn't a clear trend toward Facebook viewing. For example, T-Mobile's "Kim's Data Stash" ad, with the second-most views (17.8 million) has just around 22% on Facebook, while Bud's "Real Life PacMan," in third place with 16.3 million views, has around 21% on Facebook.
Given Facebook's big video push, it wouldn't surprise me to see advertisers ramping up promotion on Facebook next year, and share of views growing across the board.
Social - Facebook usage
Facebook said more than 65 million users shared 265 million posts, comments and likes. That was up from 50 million users during last year's game. Usage peaked just after the game ended, with 1.36 million people per minute engaged, followed by Katy Perry's halftime show (1 million PPM) and the Seahawks' 3rd quarter touchdown pass (710K PPM).
Social - Twitter usage
Twitter said that it had over 28.4 million tweets during the game and halftime show, surpassing last year's 24.9 million tweets. Peak tweeting moments occurred after Malcolm Butler's game-ending interception (395K tweets per minute), end of the game (379K TPM) and end of Katy Perry's halftime show (284K TPM).
Ads - Popularity
According to voting at Hulu's Toyota AdZone, the most popular Super Bowl ad was Bud's "Lost Dog," followed by Snickers "The Brady Bunch," Clash of the Clans "Revenge" and Fiat's "Pill" (which was also voted the funniest).
Ads - Failure to bridge TV ads to online/mobile
Despite the big outlays on Super Bowl TV ads, advertisers dropped the ball in bridging to online and mobile channels, according to wywy, a cross-screen advertising company. Of the 56 different Super Bowl ads, just 45% referenced the advertised product on their home page and 38% referenced it on their mobile sites. However, 48% of the ads had appropriate hashtags to encourage social activity.
Viewing - Mobile video usage by geography fluctuated based on scoring
Tremor Video found higher mobile video usage by geography depending on who was scoring. When the Patriots scored, mobile video consumption was down 10.2% in the Northeast (and up 22.7% in the West). Conversely, when the Seahawks were scoring, consumption was down 38.7% in the West (and up 23.1% in the Northeast). Mobile video consumption during the ads was just 2% higher during the ads than during the game.
Video Research Around the Web
- Kids' TV Viewing Records Big Declines Mediapost
- Millennials mostly watch TV after it’s aired Recode
- SVOD Viewing Still Surging: Study Multichannel News
- Futuresource: Older Consumers to Drive SVOD Growth Home Media
- Analyst Forecasts 5% Decline in Total TV Advertising Multichannel News
- Netflix’s ‘Marvel’s The Defenders’ Poised for Binge-Viewing Pop, Data Indicates Variety
- Study: Most Virtual MVPD Subs Pleased With Value Multichannel News
- OTT Growth Helped By Connected TV Mediapost