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

News.com.au Unveils New Homepage
  • Media

News.com.au Unveils New Homepage

Australia’s leading national news website news.com.au today unveiled a new homepage. As the gateway to Australia’s largest news website, the news.com.au homepage delivers 135 million page impressions per month. The redevelopment of the news.com.au homepage has been designed to evolve the brand into the next decade with plans to roll out continued updates across the […]

Study: Startup Mentality Defined By Culture More Than Age Or Size
  • Marketing
  • Media

Study: Startup Mentality Defined By Culture More Than Age Or Size

The lines between startups and corporates should no longer be defined by organisation size, but by the kind of culture they foster, a panel of top marketers have agreed. Some of Sydney’s top marketers – including Guzman y Gomez CMO Lara Thom, Outdoria CEO Nick Baker, Menulog’s head of marketing Tasman Page and Facebook ANZ’s […]

Cupcakes on a cake stand with sparklers
  • Media

The New Daily Turns Five

Online news site, The New Daily, the brainchild of industry super fund boss Garry Weaven and former Age and Herald Sun editor Bruce Guthrie, turns five this week. It boasts a monthly Google audience of more than two million and close to 500,000 daily subscribers. It’s impressive climb up the Nielsen news site rankings – from outside […]

Nielsen: Aussies Aged 50-Plus Spent Most Time Online With News
  • Media

Nielsen: Aussies Aged 50-Plus Spent Most Time Online With News

Nielsen Digital Content Ratings monthly-tagged data for October 2018 revealed that more than half (52 per cent) of the total time spent online consuming news-related content during October 2018 was by Australians aged 50 plus. Desktop was the device of choice for Australians accessing news stories online, contributing to close to half (49 per cent) […]

Haystac Shakes Up National Leadership Team
  • Marketing

Haystac Shakes Up National Leadership Team

Haystac, part of the BWM Dentsu Group, has announced three key changes to its national leadership team as the agency evolves to service the needs of major national and global brand clients. Haylie Marchant moves into a new national role as head of strategy at Haystac. Formerly the general manager of Haystac Brisbane, Marchant will drive Haystac’s new business […]

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia
  • Marketing
  • Media

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia

Creative agency VIRTUE has introduced a number of key hires, innovative campaigns and an expanding roster of clients within its newly established Sydney office. VIRTUE is the creative agency born from global youth media company VICE, and will service the whole of Asia-Pacific from three offices in Sydney, Singapore and Seoul. The agency aims to […]