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Search & Social Interest Surrounding Super Bowl XLIX

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Football fans are turning to search and social in anticipation of the big game on February 1st. Discover how fans are engaging online with the latest insights around the big game.

Published in: Sports, Marketing
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Search & Social Interest Surrounding Super Bowl XLIX

  1. 1. s u r r o u n d i n g super bowl xlix This year, the New England Patriots and Seattle Seahawks face off in a sure to be epic Super Bowl. They also face off in search and in social media. In anticipation of the big game, fans are turning to search and social to research key event dates, team/player info, halftime entertainment and - of course - football deflation. We pulled together the latest search and social trends around the big game: “Super Bowl 2015”searches started to accelerate in Dec. and have spiked every Monday since. After the AFC Championship Game, not surprisingly, there was an inflation in“deflated balls”searches. 2015SEARCH TRENDS Device, Age & Gender Searches for Super Bowl 2015 super bowl searches 65% male 35% female 70% male 30% female on desktops super bowl searches on smartphones 25-34 year olds search for “super bowl” on smartphonesmore than any other device while 35-49 year olds search mostly on desktops & tablets Source: Google Trends December 2014 – January 2015 Source: Bing Ads Intelligence January 2015 12/8 12/15 12/22 12/29 1/5 1/12 1/19 “Super Bowl 2015”searches “Deflated balls”searches 15.60% Super bowl 2015 3.65% Super bowl 1.67% super bowl 2015 date and location search interest for Super Bowl XLIX While“Super Bowl 2015”is the most common generic search query, searchers are also looking for dates, location and tickets. Closer to the game, they’ll start searching for queries like “Super Bowl start time” to ensure that they pop the nachos in the oven in time for the game. 47.21% deflated balls 11.07% patriots deflated balls 0.99% patriots USE DEFLATED balls “Deflated balls” will go down in history as a top search term for this year’s game. These searches have been fueled by the 24-hour news cycle. Speed of news matters, and searchers want the most up-to-date info (or speculation), often searching hot topics like “deflated balls”multiple times per day. where’s all the chatter? Source: “Super Bowl” searches, Hitwise, 4 rolling weeks ending January 24, 2015 Source: “Deflated balls” searches, Hitwise, 4 rolling weeks ending January 24, 2015 Source: Brandwatch, past 7 days (1/20/15 – 1/27/15) CONNECT WITH US performics.com facebook.com/performics twitter.com/performics #sb49 #patriots #seahawks #patriotsnation #nfl #superbowl #deflategate TOPHASHTAGS facebook 7% Twitter 93% majority of chatter on twitter

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