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 commercialsNielsen / Médiamétrie / CBS for a 1 hour game Americans followed the Super Bowl live on the Internet Vs 2.1 million in 2012
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 2012Kantar 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
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
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 258KBluefin Labs Technology
And what about France? Same thing for the 2nd screenTweets on air, sportscaster replaced by twitter- users, creation of special rooms dedicated to social conversation on set…
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 2013Kantar Media
...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.
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 clientsGoDaddy