Social Media Trends from

The Super Social Bowl

XLVIIIMonday, February 3, 2014

Total #SB48 Mentions:21,369,605 That’s 14,840 mentions per

minute!

Data gathered on 2/2/2014 using Radian6 social listening.

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The Seattle Seahawks may have won the Super Bowl by a score of 43-8, thanks in no small part to Seattle’s #1 ranked defense, but how did the Seahawks and Broncos compare when it comes to team mentions on social media?

BRONCOS:Total Team Mentions: 6,384,933Peyton Manning: 909,599Champ Bailey: 31,955John Fox: 31,562

SEAHAWKS:Total Team Mentions: 4,563,177Richard Sherman: 302,724Russell Wilson: 281,119Pete Carroll: 97,045

• Despite being dominated by Seattle’s defense, Manning had a small silver lining in setting a new Super Bowl pass completion record with 34. Unfortunately, that didn’t lead to many points.

• The Seahawks only registered one official sack, but their defensive line put enormous pressure on the quarterback, who usually performs well under pressure.

• Overall, Super Bowl XLVIII turned out to be a record-breaking event, including the fastest scoring play in Super Bowl history, Peyton Manning’s record 34/40 passes completed, and Demaryius Thomas’ record-setting 13 receptions.

• While Richard Sherman had a ton of mentions, other Seahawks proved worthy of hype, including Percy Harvin who had an 87-yard kickoff return and game MVP Malcolm Smith’s whose 69-yard interception return touchdown helped set the stage for the Seahawks’ win, and got him 42,665 mentions to boot.

Team Share of Voice

12:00 AM2:00 AM

4:00 AM6:00 AM

8:00 AM10:00 AM

12:00 PM2:00 PM

4:00 PM6:00 PM

8:00 PM10:00 PM

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

Turns in conversationThe halftime show featuring Bruno Mars and the Red Hot Chili Peppers was hailed as one of the best in Super Bowl history.

Congratulatory posts at the end of the game with conversations surrounding the surprising final score.

Viewers also began sharing thoughts on who should be named MVP.

Then, we see the expected decline in overall conversations.

The first play of the game resulted in a safety for the Seahawks and was recognized as the fastest scoring play in Super Bowl history.

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• With 192,527 mentions, Budweiser was the most discussed brand mentioned in conjunction with commercials or the game, with conversation about their commercial making up 85.2% (163,948 posts) of this volume.

• JC Penney was the second most mentioned brand, despite not airing a commercial, because of their Twitter campaign consisting of tweets reacting to the game with fumbled words. Subsequently, #TweetingWithMittens and #lowsscorinh were trending.

• Maserati garnered 30,186 posts and was the most talked about car company.

• Radio Shack was the pleasant surprise of the event, as its commercial, poking fun of its public image as an out-of-date ‘80s brand, evoked feelings of nostalgia among viewers while still promoting its new-look stores.

How did the commercials stack up?

Bud Light

Pepsi

Maserati

Cheerios

Radio Shack

Doritos

Coca-Cola

H&M

JC Penney

Budweiser

0 50,000 100,000 150,000 200,000 250,000

21,188

29,049

30,186

31,329

31,996

65,913

95,266

105,580

120,334

192,527

Top hashtags mentioned

• #Superbowl was by far the most used hashtag with 2,324,190 mentions. #SB48 and #SuperbowlXLVIII also ranked within the top 10, with 1,381,209 and 344,811 mentions, respectively.

• Seahawks-related hashtags within the top 10 included #Seahawks, #GoHawks, and #12thMan, and combined to make up 847,247 mentions.

• #EsuranceSave30 and #BestBuds (Budweiser) were the top branded hashtags. Esurance created buzz on Twitter by giving away the $1.5 million it saved by waiting to air their commercial until the end of the game.

2,324,190

1,381,209

673,046

456,576

344,811134,401 89,475 43,000 40,594 39,800

#superbowl#sb48#seahawks#broncos#superbowlxlviii#gohawks#nfl#esurancesave30#bestbuds#12thman

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What’s for dinner?

Burgers Nachos Chips Pizza Beer Wings0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

• Wings, pizza, and beer were the most talked-about Super Bowl snacks, being mentioned 180,729 times collectively.

• Overall, wings were mentioned 71,872 times, with chicken wings being cited 14,443 times and buffalo wings 6,153. It was estimated by the National Chicken Council that approximately 1.25 billion wings would be consumed during the event.

• In the pizza category (54,469 posts), Papa John’s was the most talked-about brand, followed by Pizza Hut and Domino’s. More pizza is ordered on Super Bowl Sunday than any other day of the year.

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Top 5 Most Mentioned Users

@Seahawks435,953 Mentions

@BrunoMars422,535 Mentions

@Broncos295,266 Mentions

@NFL112,429 Mentions

@JCPenney109,927 Mentions

@NFL

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Bruno Mars vs. The Red Hot Chili Peppers

• The Red Hot Chili Peppers may be Rock and Roll Hall of Fame inductees, but Bruno Mars demonstrated that a new generation of musicians is ready to lead the social conversation. Mars had over 2,000,000 more mentions than the Chili Peppers on Super Bowl Sunday.

• Some big names took to Twitter to congratulate Bruno Mars on his halftime show, including Rihanna, Jennifer Lopez, and Ellen DeGeneres.

• Hashtags mentioned alongside Bruno Mars included expected ones such as #Superbowl and #Halftime, but others such as #PuppyBowl (840 mentions) and #GameDaySpoilers (410 mentions) may not have been expected.

• The Red Hot Chili Peppers got a little love as well, though mostly from media outlets such as MTV, Eonline, Time, and People.

0 1,000,000 2,000,000 3,000,000 4,000,000

706,198

2,889,408

Bruno Mars Red Hot Chili Peppers

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JC Penney Steals Some Spotlight• Despite not having a Super Bowl commercial, JC Penney earned the second-most

mentions of all brands tracked during the game. Just prior to kickoff, they tweeted an image of some US Olympic mittens.

• The two tweets following the initial mittens image had some questionable typos that left many Twitter users, including media outlets such as USA Today and Ad Age, wondering if JC Penney’s Twitter account had been hacked or was just being run by someone who enjoyed too many celebratory beverages.

• JC Penney returned an hour later to show another photo of the mittens to explain the mistyped tweets: they were #TweetingWithMittens. Their little stunt sure seemed to work!

@Macklemore

@BudweiserPuppy

@FloydMayweather

@TomBradysEgo

@HillaryClinton

@ESPNNFL

@NFL

@Seahawks

@NiallOfficial

@SportsCenter

0 50,000 100,000 150,000 200,000

11,610

13,446

15,176

16,450

44,640

46,390

75,803

104,292

144,238

177,217

Top 5 Most Retweeted Users

• While any fan would guess that sports-related social accounts such as @SportsCenter, @NFL, and @ESPNNFL would be among the top 10 most retweeted accounts, @HillaryClinton, @BudweiserPuppy, @FloydMayweather, and @Macklemore also ranked within the top 10.

@HillaryClinton @Macklemore

@FloydMayweather @BudweiserPuppy