A prime example of the growing influence and use of Twitter during a major event was last Sunday night’s Super Bowl game in New Orleans between the San Francisco 49ers and the Baltimore Ravens. As we all know, the Super Bowl is a huge event on every level, from television viewing to food consumption, not to mention the all important advertising revenue it generates. Social media can now be included in that mix, as Twitter users posted a massive 24.1 million Tweets about the game and the half-time entertainment. Judging by the statistics it now seems that Twitter is fast becoming an integral part of the overall Super Bowl experience as the number of Tweets sent for this year’s game was up +76% on the 13.7 million Tweets sent during last year’s game.
The half-time entertainment by Beyonce generated a massive 5.5 million tweets during her performance. The other moments which generated the most tweets (measured in tweets per minute) during last Sunday’s game were:
- Power outage: 231,500 TPM
- 108 yard kickoff return for Ravens touch down: 185,000 TPM
- Clock expires: Ravens win: 183,000 TPM
It wouldn’t be a Super Bowl final without the advertising. According to Nielsen, an average on 108.4 million viewers tuned in to watch the game (down 3% on last year). Demonstrating the role which Twitter now plays in advertising nearly half of all the advertisements aired during the game contained a twitter hashtag in them – in 2012 the number was 20%. It seems that Budweiser won the Super Bowl advertising popularity contest with their 60 second Clydesdales “Brotherhood” commercial which has obtained 9.1 million views on YouTube to-date as well as 1.5 million shares on Facebook and 10,000 retweets on Twitter.
Perhaps the biggest moment in the game was when the flood lights went out and the SuperDome stadium was thrown into temporary darkness. During the time it took to get the lights back on several advertisers took advantage of the moment and showed how Twitter can also be used in a quick and clever manner. Several brands like Calvin Klein, Oreo cookies and Tide washing detergent posted clever Tweets relating to the power outage in order capitalise on the situation:
Oreo cookie Tweet:
Power out ? No problem
Tide detergent Tweet:
We can’t get your #blackout, but we can get your stains out. #SuperBowl #TidePower.