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)
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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

 

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