Learn from the Global Mobile Marketing First Agency Fetch how Super Bowl 50 effected U.S. mobile engagement and usage.

1. FetchMe Report
Understand the effect of the Super Bowl on
US Mobile Engagement

2. Introduction
Fetch conducted analysis of how people interacted and engaged with their mobile
devices during the periods pre, post and during Game Day, and during the half-time
show. Using FetchMe, our proprietary mobile data insights tool, we looked at
mobile media interactions on Sunday 7th March between the hours of 1pm-10:00pm
San Francisco local time.
The findings show just how people were interacting with their mobile devices
throughout and that the golden hour preceding the match was effectively a ‘dead
zone’ for mobile usage and mobile advertising, whilst immediately after kick off
there were huge spikes in mobile activity. Basic ad formats (banner ads, social ads
etc.) during game are 35% more effective during the game compared to mobile
video ads.

3. Total US usage – drops pre-game and picks
up during the match
• Total mobile usage dropped by 36% in the hour before Super Bowl kick off,
compared to levels earlier in the day, as users prepared for the game
• From kick-off, total usage increased by 47% back to 1pm levels, as users made
the most of dual screen opportunities such as TV downloading apps after an
advertisement, tweeting, or posting on social platforms
• Usage remained high throughout the game, before slumping 29% an hour after
full-time
• Throughout the game mobile responsiveness (how people responded to mobile
advertising ) fell by 10% compared with pre-game levels. It rose again just after
the game finished, only to slump massively one hour after the game finished

5. Denver celebrated their victory over mobile
• During pre-game build-up, North Carolina had higher usage between 1.5 to 3
hours before the game. Carolina was 31% more mobile engaged than Denver pre-
match.
• Denver showed higher mobile usage between that period and actual kick off. Both
areas saw a mobile usage peak at 17:30, during the half time show. Denver and
Carolina had respective engagement 41% and 45% higher during half time show
than their average during the game.
• Unlike their strong start in the game, Denver had a slow build in mobile usage.
Mobile usage was 15% in Denver than Carolina up until 3:45
• Usage remained high throughout the game, then peaked late into the evening as
fans celebrated post-game. 8pm PST saw the peak usage in Denver at 60% higher
than average game time level.)
• Denver mobile usage was 25% higher than North Carolina post-game

7. New York attention span waned towards the
end of the match
• The relative time differences made a big difference. We can see pre-game usage
in New York was much higher (it coincided with peak usage times in that region).
In fact, New York mobile usage was 31% higher than California’s in pre-game, as
well as during the Halftime show where again New York mobile usage was 18%
higher than the West Coast.
• Once the game started, usage levels are relatively even in both states as we can
see that the impact of the big game stretched from coast to coast
• Californians used their mobiles well into the post-game period, whilst the late
hours impacted New York mobile usage. California usage in the two hours directly
after the game was 25% higher than in New York. This is especially significant in
the second hour post-game as this number goes up by another 45%.

9. Marketers should invest in mobile only in the
period during and post-game
• Pre-game and during the start of the game was when most users were consuming
basic mobile content (e.g. clicking on a banner or responding to social media ads)
• Once the game got rolling, users began to engage with mobile video content, mobile
video engagement then peaks into postgame.
• Users were 51% more likely to be consuming mobile video content during post-game,
compared to the pre-game hours

11. “ It is rare to have such a sudden drop in
mobile volume in such a short time period,
but Super Bowl 50 is a unique event. This
drop off is likely to be an effect of Super
Bowl buildup; either through focus on
anthems and performers, or through the
users focusing on travelling to their
preferred party spot. Our analysis has shown
that if advertisers in mobile are going to
invest during the Super Bowl, it is worth
focusing on during and post-game rather
than the hours before the match.”
Dan Wilson,
Head of Data

12. www.WeAreFetch.com
Want to learn more?
Get in touch:
hellomarketing@wearefetch.com