With the stadium seats empty and Patriot's parades in full swing, Super Bowl XLIX is officially complete.
For marketers, that means the numbers are in.
With a historic viewership of 114.5 million viewers, the 2015 Super Bowl was the most-watched in history.
115 ads and 265 million Facebook interactions, we've compiled all the most up-to-the-moment numbers from the big game in the world of marketing and social media.
3. Viewership
The big game between the New England Patriots and the
Seattle Seahawks drew a historic 114.5 million viewers.
This topped 2014’s 111.5 million audience.
Viewership of the game surged to 120.8 million from 9:45 –
10 PM ET as the clock wound down.
4. Ratings
The Nielsen company said the game had a 49.7 rating in the
nation's largest media markets, up 4% over last year's game.
That means nearly half of the homes in Nielsen’s 56
selected metropolitan areas were watching the game.
5. The Halftime Show
Katy Perry riding a lion, twerking on Lenny Kravitz, flipping her
hair with Missy Elliott and dancing with beach balls drew
more viewers than the game itself.
This is the fifth year in a row that the halftime show drew
more attention than the game.
3 of the top 10 songs on iTunes on Monday the 2nd of
February were Missy Elliot’s.
7. Most Popular Ads
1. Budweiser – ‘Lost Dog’
2. Joyful Heart Foundation – ‘911 Delivery’
3. Doritos – ‘Middle Seat’
4. Nationwide Insurance – ‘Invisible Mindy Kaling’
5. Supercell (Clash of Clans) - ‘Revenge’ Feat Liam
Neeson
8. In 2015, advertisers spent upwards of half a billion dollars
on NBC’s airtime during the broadcast.
There were 115 ads in total, making up more than one-
third of broadcast time.
The average 30 second spot was worth 4.5 million dollars,
meaning the auto industry alone spent 121.5 million on
Super Bowl ads.
9. By the Numbers
● Ads featuring celebrities: 52
● Ads with a hashtag: 46
● Ads with women in revealing clothing: 22
● Ads with a dog: 9
● Ads with animals talking or acting like humans: 8
● Ads for NBC’s “The Blacklist”: 6
● Ads with penguins: 3
● Ads for mobile games: 3
Nationwide’s somber spot is the one people are still talking about, shocking viewers
in the first quarter, a trending topic by the second, and a viral meme by the end of
the first half.
11. Facebook
65 million people created 265 million interactions
on Facebook during the game, peaking with 1.3 million
people per minute talking about the game at the end of
the New England Patriots' victory.
The second most talked about moment on Facebook was Katy
Perry’s “Firework” finale at halftime with 1.02 million
people-per-minute conversing on the platform.
12. Facebook
Most Facebook conversations occurred in New Hampshire,
followed by Rhode Island, Maine, Massachusetts and
Washington State.
The 3 most active countries on Facebook during the game
were, unsurprisingly:
1. United States
2. Canada
3. Mexico
13. Facebook
#LikeAGirl - The demographic groups most involved in
the Super Bowl Facebook conversation were:
1. Women 25-34
2. Women 35-44
3. Women 18-24
4. Men 25-34
5. Men 18-24
14. Twitter
There were 28.4 million tweets about Super Bowl XLIX,
setting a new record for Super Bowl tweets and ringing in an
increase of 3.6 million tweets over 2014.
15. What were the most tweeted moments?
1. Malcolm Butler intercepts pass by Russell Wilson with 20
seconds left in the game: 395,000 TPM (tweets-per-minute)
2. Patriots defeat Seahawks to become #SB49 champions:
379,000 TPM
3. End of Katy Perry’s halftime performance: 284,000
TPM
Twitter
16. Katy Perry's halftime show received 3.4 million tweets,
a 52% increase in mentions over last year's halftime
show with Bruno Mars.
Twitter
McDonalds received more than
634,310 Twitter mentions
during the game, followed behind by
runners-up Always with 455,695 and
Budweiser with 371,900.
17. Twitter
McDonalds cleverly offered giveaways related to products
advertised by others during the game in retweet to win
sweepstakes for a trip to Ecuador, a Mercedes C300 and
Coca-Cola for a year, just to name a few.
They also tapped into real-time conversations (like Katy
Perry’s hair whip):
18. Youtube
Google has reported that people this year spent nearly
4 million hours watching game-day ads and other teasers
videos on YouTube, up from 2.2 million hours last year.
19. Youtube
Youtube ranked those commercials that were most popular
on its network, which revealed that Anheuser-Busch won
the two top spots:
1. Budweiser: 2015 Budweiser: “Lost Dog”
2. Budweiser #BestBudsBud Light: Real Life PacMan #UpForWhatever
3. T-Mobile: #KimsDataStash
4. BMW: BMW i3 – “Newfangled Idea”
5. Snickers: SNICKERS® – “The Brady Bunch”
20. Youtube
The user-generated Doritos ad “Middle Seat” - a submission
to the Doritos “Crash the Super Bowl” contest - generated
over 850,000 views (as of February 2nd).
21. Google
What were Superbowl fans searching for during the game?
Players:
1. Tom Brady
2. Marshawn Lynch
3. Russell Wilson
Katy Perry’s performance reference to NBC’s old “The
More You Know” PSA lead to Google searches for the
phrase “the more you know” spiking 190x for the following
10 minutes.
22. Super Bowl 50
Nicknamed “The Golden Super Bowl,”
Super Bowl 50 (they’re ditching the
Roman numerals for this one), is
scheduled to be broadcast on February 7,
2016 from Levi’s Stadium in Santa Clara,
California.