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Super Bowl Wrap: Mobile Engagement Up, Content Sharing Flat

5 Feb, 2014 By: Doug McPherson


CULVER CITY, Calif. - Marketers only saw a 1-percent rise in the overall sharing of Super Bowl content versus last year’s game, says ad measuring company AddThis.

But some social media platforms that fostered that sharing of content – TV and other content – showed strong growth: Sharing on mobile devices was up 67 percent versus the 2013 event; Facebook activity grew 42.9 percent; and Pinterest added 7 percent versus the 2013 Super Bowl.

Overall, 50 million people shared their sentiments about the game on Facebook, generating 185 million interactions, according to the company. Twitter reported a total 24.9 million tweets, up 3.3 percent from 24.1 million during 2013’s Super Bowl.

The most discussed moments were two second-half Seattle Seahawks touchdowns: Percy Harvin’s 87-yard kickoff return, which generated 381,605 tweets per minute; and Jermaine Kearse’s 23-yard grab, at 271,775 tweets per minute.

Among ads, analytics firm Networked Insights ranked Maserati, H&M (David Beckham in his skivvies), and Beats Music (Ellen DeGeneres) as audience favorites, as measured by the balance of sentiment in posts.

The most talked-about ad was Esurance, with 539,610 social conversations, followed by T-Mobile with 309,780, and H&M with 273,760.

Some analysts contend the real Super Bowl ad story this year is that teasers on YouTube were watched more than 44 million times, up from 20 million times during same week last year. In 2013, Super Bowl commercials were viewed more than 265 million times on YouTube, and 80 million of those views occurred before game day, per a Google spokesperson.

More than 55 Super Bowl spots currently exist on YouTube. The latest stats of the most-watched Super Bowl teasers places “Axe Peace: Make Love, Not War” atop the list with 3.4 million views.

Aside from Axe, the top five most-watched Super Bowl teasers on YouTube were Sodastream with 3 million views; Doritos Finger Cleaner from the Doritos Crash the Super Bowl contest with 2.8 million views; Butterfinger with 2.7 million views; and Dannon Oikos The Spill with 2.2 million views.


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