The Top Five Super Bowl Digital Insights, According To Adobe

SANTA CLARA, CA - FEBRUARY 07:  Beyonce and Bruno Mars perform during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California.  (Photo by Ezra Shaw/Getty Images)
SHARE
THIS



Ahead of this weekend’s game between New England Patriots and the Atlanta Falcons, Adobe put together a sneaky little list of its top five Super Bowl digital insights.

And while we’re typically infatuated with the many ads (seriously there’s so many of them), the Adobe team used immense amounts of data to get a better understanding of what to expect during the big game this year.

Adobe’s Digital Insights (ADI) team took a look at massive amounts of aggregated, anonymous data around social engagements, advertising performance, and web site visits from championships past.

Here’s what they found:

  • NFL is successfully capturing fans’ attention – especially during the Super Bowl:

Mobile ad completion rates drop to 50 per cent during the big game and decrease an additional 28 per cent during halftime, vs. 65 per cent during conference championship games

  • NFL fans prove both loyal and excited during key match ups:

Units sold of NFL products increase 19 per cent before the big game and 104 per cent afterwards. Fans buy 2.1x more NFL products once the AFC and NFC champs are crowned

  • Fans can save and set up their own Super Bowl experience for a fraction of the cost:

With the average Super Bowl ticket costing more than $3K, an in-home experience is the way to go; TVs, furniture and appliance costs have dropped nearly 20 per cent, four per cent and five per cent YoY, respectively.

  • Hot Wings and cheese pizza are the top foods during the Super Bowl:

Fans should start stocking up for their viewing parties as online chicken wing and pizza sales increase 40 per cent and 4 per cent, respectively, on Super Bowl weekend vs. the average weekend. Bone-in wings generate the largest share of social mentions.

  1. Social buzz climbs leading up to the Super Bowl, but down from last season:

Number of viewers peaked with an average of 48.5M viewers for the Jan. 15 Cowboys vs. Packers game (35 per cent higher than divisional average) and there were 2x more social mentions that day.

However, overall NFL social mentions are down six per cent season over season; Patriots are currently leading in terms of social mentions, but the Falcons are driving more positive sentiment on social, while opposing QBs Tom Brady and Matt Ryan are the most buzzed about players.

Check out their sweet little infographic as well:

adobe-digital-insights-big-game-2017-analysis-infographic-1-638

 

Please login with linkedin to comment

rakuten marketing SBS

Latest News

Starts At 60 Makes Two Executive Appointments
  • Media

Starts At 60 Makes Two Executive Appointments

Mature-age media platform Starts at 60 has welcomed two new leaders to its executive team as it looks to scale up and broaden its commercialisation. Amena Reza (pictured above, right) moves into the role of chief operating officer. She was formerly the managing director of ML Design, and is a chartered accountant and a non-executive […]

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses
  • Marketing
  • Technology

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses

Marketing software player HubSpot has launched Marketing Hub Starter, a new software offering that aims to give growing teams the tools they need to start marketing right. This new tier of HubSpot’s platform is designed with small businesses in mind, consolidating the capabilities of existing disparate marketing tools into one platform and offering an affordable […]

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform
  • Marketing

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform

The Association of Market and Social Research Organisations (AMSRO) has launched a digital platform to highlight fake or illegitimate research activities to the public. ‘Phish of the Day’ enables AMSRO members, as well as the general public, to report any scams or non-genuine market and social research activities to the association. These might include telemarketing […]

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]