Super Bowl: Social Engagement Increases 5%, Mobile Usage Up 132%

Written on
Feb 4, 2013 
Adotas  |

Many marketers looked beyond the $4 million price tag on ads this year by putting additional emphasis on their engagement with fans online. Social media engagement rose 5% this year as ad campaigns drove viewers to the web, audiences’ attention was taken to the second screen with 132% increase in mobile usage year over year and users flocked to Twitter during the power outage driving a 34% spike in usage.

AddThis, the data, distribution and decisioning company delivering consumer engagement tools and services to brands, publishers and advertisers, monitored the top brands and activity during the Super Bowl to see what is generating the most buzz across the web. From this data, marketers can gain valuable insight on how to target influencers, followers and advocates on the services they’re using. Data highlights AddThis saw from conversations around the web included:

  • Audi had the highest percentage in brand lift during the game, even though Mercedes Benz was the clear leader in the automotive vertical leading up to the game.
  • Budweiser, Calvin Klein, Disney’s Lone Ranger and GoDaddy came out on top in their respective verticals.
  • Android users increased the most YoY when compared against iPad and iPhone.

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ADOTAS was acquired by New York Publishing Group Inc. in May 2007. Our emphasis is on providing the best news and information on media buying, planning, selling, technology and activities of the digital media business to the interactive advertising community. We are proud to have over 100 contributing writers, including the foremost experts in the field.

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