3. Media-wise
260.000
viewers watched the Super Bowl 2013 on W9 in France
108.4
1.8% of audience share/ Vs 326.000 in 2012
million
viewers watched the Super Bowl 2013
in the USA.
The 3 last Super Bowl had an average of
3 million
47 minutes of commercials
Nielsen / Médiamétrie / CBS
for a 1 hour game
Americans followed the Super Bowl live
on the Internet
Vs 2.1 million in 2012
4. Economic wise
$1.85 billion
$4 million
the average price of the 30s in 2013
invested by brands in Super Bowl Vs 3.5 million in 2012
Kantar Media / Retail Advertising and Markting Association / Nevada Gaming Control Board
advertising over the last 10 years
$10 billion
$98.9 million
bet in Nevada’s casinos in 2013,
spent by American consumers on the breaking the $94.5 million
Super Bowl in 2013 including 70% for record (2006)
food
5. Web Social wise
24.1 million
cumulative tweets posted about the
Super Bowl during the game.
Vs 13.7 million in 2012
268.000
tweets/minute posted at the end of Beyoncé’s
show
52.556.473
total activities (post, tweet, comment, like, share)
Twitter / Mashable / Trendrr
during the Super Bowl 2013 in the USA
Vs 17.456.217 in 2012
6. The consacration of Social TV in USA
2012 Top 5 of the most commented tv ads 2013
# Social Media # Social Media
Rank Brand Title Rank Brand Title
Comments Comments
Bodywear
1 for H&M 109K 1 Farmer 402K
It’s
2 Halftime in 96K 2 Viva Young 321K
America
Big Game
3
Vocal
Kombat 74K 3 Spot 319K
Man’s Best
4 Friend 74K 4 Brotherhood 302K
360
King’s
5 Court 45K 5 Seamless 258K
Bluefin Labs
Technology
7. And what about France?
Same thing for the 2nd screen
Tweets on air, sportscaster replaced by twitter-
users, creation of special rooms dedicated to
social conversation on set…
11. The Followers / Scriptwriters
For the 1st time in Super Bowl history,
an ad was inspired by followers’ tweets
12. Twitter knocked out Facebook
26 out of the 52 national ads mentioned Twitter vs. 4 mentioned
Facebook
In 2012, 8 ads mentioned Twitter and 8 ads mentioned Facebook
Marketing Land
14. Ads which last…
Percentage of ads lasting 60 secondes and more during the Super Bowl
25%
19%
15% 15%
11% 10%
2008 2009 2010 2011 2012 2013
Kantar Media
15. ...and turn the heat up
• Brands increase the pressure around the ads really ahead of the D-Day
• Others preach for the “Anticipation Bubble”, they keep everything secret
to cultivate their difference like Chrysler and its 2minutes long ads.
• An effective strategy : Dodge’s ad is the most tweeted about for the Super
Bowl 2013 with 402.000 comments in 45 min.
20. Win the jackpot?
• GoDaddy also had its own controversy thanks to its ad
• The website proudly claimed the day after the Super Bowl :
•+45% sales on hosting
• +40% sales on domain name
• +35% mobile clients
• +10.000 clients
GoDaddy
