Posted by Katie Kalmes
For the past two years the Super Bowl has been the most watched television program in the United States and this year was no exception. According to NBC Sports, 111.3 million viewers watched Super Bowl XLVI on Sunday.
But this year’s game was nothing like any game before it. Not because of the amount of viewers or the epic finish of the game. This was the first ever “social media” Super Bowl. Viewers posted more than 11.2 million comments on sites such as Facebook and Twitter.
As my peer Erin Hall pointed out in her blog-post entitled “Social Media vs. Traditional Advertising,” many viewers of Super Bowl XLVI watch it for the commercials. Advertisers spend, on average, $3.5 million per 30-second spot. Question is with the onset of the social-media revolution, is that money well spent?
Although this year’s game had millions of viewers, most of the tweets related to the Super Bowl were not about the football plays. About 42 percent of the comments were about the commercials and 32 percent was related to Madonna and the halftime performance.
Those statistics alone are proof enough for me that the commercials catch the eye of the viewers. It doesn’t matter if we think they’re bad or good because either way we end up talking about them, which makes us remember that company.
But if you’re not convinced that $3 million ads are worth it, let’s take a look at how many comments specific ads received.
According to Bluefin Labs, the top 4 social media ads of this year’s Super Bowl were:
- H&M – David Beckham Bodywear
- Number of social media comments: 109,000
- Women = 80 percent of comments
- Chrysler – It’s Halftime in America (feat. Clint Eastwood
- Number of social media comments: 96,000
- Men = 65 percent of comments
- NBC The Voice – Vocal Kombat (feat. Betty White)
- Number of social media comments: 90,000
- Doritos – Man’s Best Friend
- Number of social media comments: 74,000
- Received highest rate of positive comments: 61 percent
See the rest of the most commented-on advertisements here.