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

Latest News

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch
  • Marketing

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch

Independent communications agency Agent99 Public Relations has welcomed respected founder of No More Practice Education and founder and CEO of Evolution Media Group, Vanessa Stoykov, to its client stable. Agent99 will be supporting the launch of her Learn from the Money Masters – The Investment Series show on Channel Nine. Stoykov has over two decades […]

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign
  • Media

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign

A new crowdfunded short film is shining the light on barriers for women filmmakers, thanks in part to Aussie actresses Susi Porter and Jackie Weaver. Starring Porter, Beverly explores a bizarre love triangle in middle-class suburbia. It is an unflinching coming-of-age comic drama exploring sexual awakening in the era of technology, and the universal yearning […]