fetchme report: understand super bowl 50's effect on u.s. mobile usage
TRANSCRIPT
FetchMe Report Understand the effect of the Super Bowl on
US Mobile Engagement
Introduction Fetch conducted analysis of how people interacted and engaged with their mobile devices during the periods pre, post and during Game Day, and during the half-time show. Using FetchMe, our proprietary mobile data insights tool, we looked at mobile media interactions on Sunday 7th March between the hours of 1pm-10:00pm San Francisco local time. The findings show just how people were interacting with their mobile devices throughout and that the golden hour preceding the match was effectively a ‘dead zone’ for mobile usage and mobile advertising, whilst immediately after kick off there were huge spikes in mobile activity. Basic ad formats (banner ads, social ads etc.) during game are 35% more effective during the game compared to mobile video ads.
Total US usage – drops pre-game and picks up during the match
• Total mobile usage dropped by 36% in the hour before Super Bowl kick off, compared to levels earlier in the day, as users prepared for the game • From kick-off, total usage increased by 47% back to 1pm levels, as users made the most of dual screen opportunities such as TV downloading apps after an advertisement, tweeting, or posting on social platforms • Usage remained high throughout the game, before slumping 29% an hour after full-time • Throughout the game mobile responsiveness (how people responded to mobile advertising ) fell by 10% compared with pre-game levels. It rose again just after the game finished, only to slump massively one hour after the game finished
Denver celebrated their victory over mobile
• During pre-game build-up, North Carolina had higher usage between 1.5 to 3 hours before the game. Carolina was 31% more mobile engaged than Denver pre-match. • Denver showed higher mobile usage between that period and actual kick off. Both areas saw a mobile usage peak at 17:30, during the half time show. Denver and Carolina had respective engagement 41% and 45% higher during half time show than their average during the game. • Unlike their strong start in the game, Denver had a slow build in mobile usage. Mobile usage was 15% in Denver than Carolina up until 3:45 • Usage remained high throughout the game, then peaked late into the evening as fans celebrated post-game. 8pm PST saw the peak usage in Denver at 60% higher than average game time level.) • Denver mobile usage was 25% higher than North Carolina post-game
New York attention span waned towards the end of the match
• The relative time differences made a big difference. We can see pre-game usage in New York was much higher (it coincided with peak usage times in that region). In fact, New York mobile usage was 31% higher than California’s in pre-game, as well as during the Halftime show where again New York mobile usage was 18% higher than the West Coast. • Once the game started, usage levels are relatively even in both states as we can see that the impact of the big game stretched from coast to coast • Californians used their mobiles well into the post-game period, whilst the late hours impacted New York mobile usage. California usage in the two hours directly after the game was 25% higher than in New York. This is especially significant in the second hour post-game as this number goes up by another 45%.
Marketers should invest in mobile only in the period during and post-game
• Pre-game and during the start of the game was when most users were consuming basic mobile content (e.g. clicking on a banner or responding to social media ads) • Once the game got rolling, users began to engage with mobile video content, mobile video engagement then peaks into postgame. • Users were 51% more likely to be consuming mobile video content during post-game, compared to the pre-game hours
“ It is rare to have such a sudden drop in mobile volume in such a short time period, but Super Bowl 50 is a unique event. This drop off is likely to be an effect of Super Bowl buildup; either through focus on anthems and performers, or through the users focusing on travelling to their preferred party spot. Our analysis has shown that if advertisers in mobile are going to invest during the Super Bowl, it is worth focusing on during and post-game rather than the hours before the match.”
Dan Wilson, Head of Data
