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Bowled Over with Super Stats

Have you recovered from eating your share of the 1.25 billion chicken wings consumed at Super Bowl parties? To continue the over-indulgence, there is a wealth of data to crunch from this commercial exercise. The statistical reporting of the big game is kind of like drinking from a fire hose, but there is a lot to learn about how brands reach and interact with consumers.

Just the Facts

  • According to Nielsen, 47.8 percent of TV homes, or about 111.3 million viewers, watched the Super Bowl Sunday night.
  • Commercial spots sold by NBC Universal reportedly cost an average of $3.5 million for 30 seconds.
  • Companies spent an average of $0.31 per person for air time – less than the cost of a postage stamp.
  • “Super Bowl Creep” pushes ads online the week before the game, so the number of impressions start even before the game begins.
  • AdWeek provides a critique on all the ads aired during the game if you missed any.

Anybody Seen My Cell Phone?

The trend of watching television while using a mobile phone or tablet, known as the “second screen”, continues to increase in popularity.

  • Sport fans sent about 11.5 million comments during the big game over social media networks like Twitter and Facebook.
  • Twitter reported there were 12,233 tweets per second during the final three minutes of the game. To compare, Tim Tebow’s overtime playoff win on January 8, 2012, saw 9,402 TPS.
  • Patriot fans love their team more than Giant fans, if you measure love in web site statistics.

Flag on the Play

A word of caution about the seduction of second screen stats: consumers may tweet about your company, but there is a possibility the conversation could hurt your brand instead of improving it. McDonald’s, Qantas, and Samsung are a few corporations that have learned the hard way that you can’t control the conversation on this channel. Carefully consider how you will engage your consumers before you begin. And develop a way to use any negative comments to improve your products and services.

The Post Game Analysis

When you are looking for a really big number of eyeballs to see your ad, the Super Bowl is the way to go. But what if you don’t have a super-sized budget for that kind of exposure? You can still have a game winning strategy that markets your products and services to your audience.

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