super bowl xlix: by the numbers
TRANSCRIPT
SUPER BOWL XLIX
BY
THE NUMBERS wishpond
The Numbers
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Viewership
The big game between the New England Patriots and the
Seattle Seahawks drew a historic 114.5 million viewers.
This topped 2014’s 111.5 million audience.
Viewership of the game surged to 120.8 million from 9:45 –
10 PM ET as the clock wound down.
Ratings
The Nielsen company said the game had a 49.7 rating in the
nation's largest media markets, up 4% over last year's game.
That means nearly half of the homes in Nielsen’s 56
selected metropolitan areas were watching the game.
The Halftime Show
Katy Perry riding a lion, twerking on Lenny Kravitz, flipping her hair with Missy Elliott and dancing with beach balls drew
more viewers than the game itself.
This is the fifth year in a row that the halftime show drew more attention than the game.
3 of the top 10 songs on iTunes on Monday the 2nd of February were Missy Elliot’s.
The Commercials
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Most Popular Ads
1. Budweiser – ‘Lost Dog’ 2. Joyful Heart Foundation – ‘911 Delivery’3. Doritos – ‘Middle Seat’4. Nationwide Insurance – ‘Invisible Mindy Kaling’5. Supercell (Clash of Clans) - ‘Revenge’ Feat Liam Neeson
In 2015, advertisers spent upwards of half a billion dollars on NBC’s airtime during the broadcast.
There were 115 ads in total, making up more than one-third of broadcast time.
The average 30 second spot was worth 4.5 million dollars,
meaning the auto industry alone spent 121.5 million on Super Bowl ads.
By the Numbers
● Ads featuring celebrities: 52● Ads with a hashtag: 46● Ads with women in revealing clothing: 22● Ads with a dog: 9● Ads with animals talking or acting like humans: 8● Ads for NBC’s “The Blacklist”: 6● Ads with penguins: 3● Ads for mobile games: 3
Nationwide’s somber spot is the one people are still talking about, shocking viewers in the first quarter, a trending topic by the second, and a viral meme by the end of the first half.
Social Media
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65 million people created 265 million interactions
on Facebook during the game, peaking with 1.3 million people per minute talking about the game at the end of
the New England Patriots' victory.
The second most talked about moment on Facebook was Katy
Perry’s “Firework” finale at halftime with 1.02 million
people-per-minute conversing on the platform.
Most Facebook conversations occurred in New Hampshire, followed by Rhode Island, Maine, Massachusetts and Washington State.
The 3 most active countries on Facebook during the game were, unsurprisingly:
1. United States2. Canada3. Mexico
#LikeAGirl - The demographic groups most involved in
the Super Bowl Facebook conversation were:
1. Women 25-342. Women 35-443. Women 18-244. Men 25-345. Men 18-24
There were 28.4 million tweets about Super Bowl XLIX,
setting a new record for Super Bowl tweets and ringing in an increase of 3.6 million tweets over 2014.
What were the most tweeted moments?
1. Malcolm Butler intercepts pass by Russell Wilson with 20
seconds left in the game: 395,000 TPM (tweets-per-minute)
2. Patriots defeat Seahawks to become #SB49 champions:
379,000 TPM3. End of Katy Perry’s halftime performance: 284,000
TPM
Katy Perry's halftime show received 3.4 million tweets,
a 52% increase in mentions over last year's halftime
show with Bruno Mars.
McDonalds received more than
634,310 Twitter mentions
during the game, followed behind by
runners-up Always with 455,695 and
Budweiser with 371,900.
McDonalds cleverly offered giveaways related to products advertised by others during the game in retweet to win sweepstakes for a trip to Ecuador, a Mercedes C300 and Coca-Cola for a year, just to name a few.
They also tapped into real-time conversations (like Katy Perry’s hair whip):
Youtube
Google has reported that people this year spent nearly
4 million hours watching game-day ads and other teasers
videos on YouTube, up from 2.2 million hours last year.
Youtube
Youtube ranked those commercials that were most popular on its network, which revealed that Anheuser-Busch won the two top spots:
1. Budweiser: 2015 Budweiser: “Lost Dog”2. Budweiser #BestBudsBud Light: Real Life PacMan #UpForWhatever3. T-Mobile: #KimsDataStash 4. BMW: BMW i3 – “Newfangled Idea”5. Snickers: SNICKERS® – “The Brady Bunch”
Youtube
The user-generated Doritos ad “Middle Seat” - a submission to the Doritos “Crash the Super Bowl” contest - generated
over 850,000 views (as of February 2nd).
What were Superbowl fans searching for during the game?
Players:
1. Tom Brady2. Marshawn Lynch3. Russell Wilson
Katy Perry’s performance reference to NBC’s old “The More You Know” PSA lead to Google searches for the phrase “the more you know” spiking 190x for the following 10 minutes.
Super Bowl 50
Nicknamed “The Golden Super Bowl,” Super Bowl 50 (they’re ditching the
Roman numerals for this one), is scheduled to be broadcast on February 7, 2016 from Levi’s Stadium in Santa Clara,
California.
Sources
● http://marketingland.com● http://www.bloomberg.com● http://techcrunch.com/
● http://marketingland.com/● http://techcrunch.com/● http://deadline.com
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