Super Bowl Ratings Down but Advertisers Get Social
Once the Super Bowl is over, it’s time for the real games to begin – the post-game analysis. Community boasts many a sports fan, and we’re passionate watchers of TV while we Tweet, so we thought we’d recap the noteworthy from last night’s game. FOX took a hit this year in ratings, which were down 13% among adults 18-49 from last year. But if the game itself was yawn-worthy, surely people would tune in for the commercials? After all there were more to choose from – this year advertising was up 14% over 2013 with 20 60-second spots available.
Budweiser’s “Puppy Love” spot was the most-watched commercial according to TiVO stats, dominating the social media chatter on Facebook, Twitter, Instagram and YouTube. Unlike past years most advertisers opted for feel-good sentiments over shock value.
Social media played a main character in most Super Bowl ads. More than half of all commercials included a social hashtag, up 50% from last year. From Chevy’s #SilveradoStrong to #Doritos, H&M’s #BeckhamforHM to Coke’s #AmericaIsBeautiful – 57% or a whopping 31 hashtags – drove brand conversations onto Twitter, Instagram, Facebook and other platforms. That’s up from 50% last year.
Even without a SuperBowl-blackout-Oreo moment, Twitter provided some great sideshows, and some not so great. JCPenney didn’t shell out the millions for a commercial, and fell a little flat with a #TweetingwithMittens hoax, sending a few misspelled, garbled tweets before this. (It might have been more believable if this shot didn’t appear to be taken indoors.)
There were a few a show stealers, including Hillary Clinton.
And then there was this from Huffington Post Canada. (Applause all around.) It didn’t take long before Joe Namath’s coat had its own Twitter handle. Next year we’re betting on brands using Snapchat and finding more ways to integrate social media into their Super Bowl ad storytelling. Tell us, did you have a fave?