Super Bowl 50 Gets The Gold

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According to Nielsen’s preliminary results, the telecast of Super Bowl 50 on CBS, which ran from 6:39 ET p.m. to 10:21 ET p.m., drew an average audience of about 111.9 million viewers who tuned in to watch the Denver Broncos battle the Carolina Panthers. The golden anniversary game, in which the Peyton Manning-led Broncos defeated the Panthers 24 to 10, was viewed in an average of 54.3 million homes and had a preliminary 46.6 U.S. household rating. Preliminary estimates also found that 72 percent of U.S. homes with televisions in use were tuned into the Super Bowl 50 telecast—the highest household share since Super Bowl XVI in 1982. According to preliminary estimates for Super Bowl 50 simulcast on ESPN Deportes, 483,735 people (P2+) tuned in.

According to the NFL report on Super Bowl 50 that saw Denver Broncos‘ 24-10 victory over Carolina Panthers recorded a whopping 167.0 million viewers, as per CBS, making it the most-watched single broadcast per Nielsen’s Fast Total Audience Estimates.

Doritos Ad featuring an ultrasound was the most shared ad though according to Visible measures, Ritz Crackers that went with an online only video marketing approach saw the highest reach pre-game.

Top Super Bowl 2016 Ads

1. Ritz Crackers – Big Game Snacks – 29,288,180 True Reach®
2. Wix.com – #StartStunning – 28,476,601 True Reach®
3. Doritos – Crash the Super Bowl: Final Edition – 27,326,005 True Reach®
4. Hyundai – The Chase – 27,097,018 True Reach®
5. Amazon – #BaldwinBowl – 23,987,112 True Reach®
6. Sam’s Club – Big Game Zen Babies – 23,035,445 True Reach®
7. TurboTax – It Doesn’t Take A Genius To Do Your Taxes – 22,313,206 True Reach®
8. Axe – Find Your Magic – 20,351,406 True Reach®
9. T-Mobile – Super Bowl 2016 – 17,866,261 True Reach®
10. Heinz – Wiener Stampede – 13,937,414 True Reach®

According to the official YouTube blog, the most watched ads were:

Top Trending Big Game Ads on YouTube based on views (as of 2/8 3 a.m. ET)

  1. Hyundai – The Chase – Hyundai Super Bowl Commercial | The 2017 Hyundai Elantra
  2. Pokémon – #Pokemon20: Pokémon Super Bowl Commercial
  3. MINI USA – MINI USA | #DefyLabels Big Game TV Spot
  4. Hyundai – First Date – Hyundai Super Bowl Commercial | The 2016 Hyundai Genesis
  5. Mountain Dew – Mtn Dew Kickstart: Puppymonkeybaby | Super Bowl Spot
  6. Hyundai – Ryanville – Hyundai Super Bowl Commercial | The 2017 Hyundai Elantra
  7. Axe – AXE – Find Your Magic [60 second version]
  8. Doritos – Doritos® Crash The Super Bowl Finalist – Ultrasound
  9. Snickers – SNICKERS® – “Marilyn”
  10. Doritos – Doritos® Crash The Super Bowl Finalist – Doritos Dogs

Salesforce tracked over 19 Million conversations about the game, with Doritos as the leader at 141852 mentions followed by Budweiser at 81890 mentions.

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Super Bowl In Search

According the Official YouTube update, there was a reported 1,000 percent spike in search interest in Beyonce after the halftime show. Meanwhile, searches for “Longest punt return” spiked 8,000 percent in the first quarter of the game.
Top Searched Moments of the Super Bowl
  • Beyonce performing “Formation”
  • Lady Gaga performing the National Anthem
  • Jonathan Stewart scores touchdown
  • Brandon McManus scores field goal
  • C.J. Anderson scores touchdown

YouTube Ad Blitz lets you vote for your favorite advertising. Go ahead and share the glory, vote for your favorite advertisement.

Key Advertising Insights For Super Bowl Viewer Engagement

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Twittertv ViewersSuper Bowl was one of the most viewed and Tweeted about events for 2015, breaking records for a single most viewed event. According to WSJ, “A record 114.4 million people watched the New England Patriots defeat the Seattle Seahawks in the Super Bowl on Sunday, the largest audience for a U.S. television program in history.”

Nielsen has recently announced Nielsen Social ratings, that will include Facebook Social Media conversations. This new rating will become Nielsen’s “Social Content Ratings.”

 

Watching TV Is A Social Experience

Watching TV combined with multi-screening is now a social experience with viewers turning to social networks to discuss the programming with friends and families. As high as 21 percent email or text friends about the program, 16 percent share photos and 13 percent read conversations about the program and 8 percent of smartphone users watch the program because of something on social media. As high as 6 percent of smartphone users write blurbs on the programs.

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Social Networks Are The New Conversation Hub

The water-cooler effect that has long been associated with ad linked conversations has transcended  over to the social networks with 156 Million US adults reached during Q3 2015, on Smartphones alone. According to Nielsen’s Comparable Metrics report, “156 million adult consumers engaged in social networking on a smartphone alone. That’s about 65 percent of the U.S. population! That’s also a 13 percent increase in adult users from the comparable week a year ago. On tablets, social networking platforms reach about 58 million U.S. adults weekly—nearly a quarter of American adults”. With high reach and the conversation thread easy to follow on Social Networks, Social Networks are the new hub for viewer engagement, content amplification and building brand buzz.

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Social Networks Build On Emotive Power

 

According to Nielsen’s, What’s Next Emotions Give Lift To Advertising Report, Advertisers can expect a monumental shift in results from the ads that connect with audiences emotionally.

Emotionally Evocative content for campaigns brings greater shares and content amplification, generating increased engagement among target audiences. Engaging audiences with emotional advertising during Super Bowl 2015 brought positive brand buzz lift according to Networked Insights. BrandWatch analyzed the cost per mention for Super Bowl advertisers and the cost per mention was seen to be most efficient for brand advertising that audiences emotionally connected with.

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According to a study, for 100 recent ads across 25 brands in the fast-moving consumer goods industry, ads that performed at above-average scores generated a 23 percent lift in sales. Another research from Nielsen shows that higher level of engagement with users for emotions, memorability and attention is correlated with Twitter TV Activity, based on Twitter TV rating a Social media measurement tool from Nielsen Social.

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Social Media Leads To Content Discovery

Research on consumer media habits has shown that more social actions lead to higher  TV Rating, indicating that use of Influencers  can get your brand content for the Program discovered on social media.

 

Five Ways To Supercharge Your Super Bowl Advertising

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Brand Your Content With Emotion

Advertisers with highest positive lift in emotions for their advertising used content that made audiences react with positive emotion as studied by Networked Insights. According to Networked Insights,  positive emotions  studied were as follows:  Amusement, Excitement and Joy, Love, Like, Happiness  and  Trust and negative emotions are Boredom, Confusion, Hatred, Disgust, Anger and Offense.

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Some of the winners and losers in the brand content with social media chatter often are advertisers who went with an emotional theme that audiences connected with and took to social networks to discuss the ads.  Consumers proclaimed Loctite’s ad “weird in a good way” and professed unbridled happiness toward the reggae beat and idea that glue could fix almost anything. Always, Procter & Gamble’s feminine care brand, reran their wildly successful “Like a Girl” ad, and it resonated with viewers in very emotional ways, prompting huge gains across all the emotions, NI measured. Another ad that resonated with consumers was Kia’s action-movie ad. Although it may not have been emotionally complex, consumers took to social media to applaud with excitement for the special effects and clever use of Pierce Brosnan.  McDonald’s promotion of “paying with love” clearly prompted a similar emotional reaction among consumers.

Networked Insights recommends, getting the Right Celebrity or Influencer Can Boost Your Emotional Score. Leveraging an influencer can build the emotional connect with your brand. NI has shared examples that worked during Super Bowl XLIX, “Renowned ESPN analyst Adam Schefter tweeted support for the Always spot hours before the game even kicked off. Chris Pratt promoted Jurassic World early and his fan base went wild with retweets.”

 

Mobile and TV Advertising Make For an Ideal Combination

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SuperbowlappsMessagingappsAccording to Flurry Analytics, “The jerky nature of our attention during the Super Bowl suggests that when we see something on the screen that grabs our attention, we immediately turn to our devices and apps to discuss what we just saw. A great example of this is the Budweiser Pac Man commercial. At 6:29 pm. we put our phones down to watch the real-life arcade game, but at 6:30 pm. picked them right back up. This suggests a big opportunity for advertisers to amplify their message by continuing the campaign within apps. The most striking example of this was Nick Offerman’s NASCAR commercial which ran at 7:10 pm, five minutes after the game ended. The chart shows that app activity increased by 20 percent during that spot while the social activity increased by more than 40 percent! App addicts were ready to talk about Offerman and NASCAR after the provocative spot.” Using Influencers to leverage the messaging phenomenon can help you build on the emotional engagement.

Search and Social For Engagement

Search Marketing impacts the mobile shopper journey. Brands that are targeting audiences with content for Super Bowl need to make campaigns visible with Keywords that audiences are looking for. Moreover search for Super Bowl starts a few weeks earlier as shared by Bing. Search queries peak during the Half-time entertainment. Food Recipes and Dips are the winners for content that kickstart the Game day Searches.

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Social Media engages the audience with conversations that amplify the brand content.

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Mobile-Friendly Campaigns

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Create the right mobile mnemonics and cross-promote the same on social networks.

To see some of the best campaigns on Snapchat that engaged audiences with follower growth for the brands, click here.

 

Location based Intelligence For Personalization

Brands that are offering special deals will benefit from Location aware campaigns. Audience Insights for Super Bowl Fans shared by PlaceIQ reveals that audiences can be targeted with customized deals based on buyer behavior.

 

 

Super Bowl Demographics

Super Bowl Buzz In Social Media

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During the Super Bowl, iPhones were the top devices used by fans and influencers for engagement with Twitter leading share of impressions during the Game.

Some of the most buzzed moments and newer commercials posted from the game:

https://twitter.com/AZSuperBowl/status/562085973614284800

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