We live in a time where digital information surrounds every aspect of our lives, and the Super Bowl, one of the most-watched events of the year, is no exception to this claim.
Drawbridge collected information on device usage and audience engagement during Super Bowl 50. Included in the infographic were device trends and data usage, which paint an interesting story as to how audiences interacted with the highs and lows of Super Bowl 50. Below, are three points that should capture the attention of a marketer.
Computer usage was at its highest at two points; before and after the game. What does this mean? The majority of the audience shifted to mobile platforms such as phones and tablets (1st quarter phone and tablet usage increased 8% in Charlotte and 3% in Denver, respectively). In addition, tablet usage experienced the largest spikes and declines throughout the game, hinting that consumers preferred a smaller, more compact mobile device available the duration of Super Bowl 50.
Team fan base engagement
Charlotte and Denver, the cities where each team reside, were less responsive during game, except when points were scored. This means each team’s audience was focused on the game itself, disproving the general assumption that fan bases would be more responsive and engaged during the game. With that being said, stakeholders in events are more likely to devote time to experiencing the event of interest.
Sharing Emotion vs Seeking Distraction
Although there are many reasons why consumers are engaged during a major event such as the Super Bowl, the two that were focused upon were sharing and distraction. For example, in the 3rd quarter, the Denver Broncos kicked a field goal, creating its largest lead of the game, and phone engagement in Denver spiked 11%. Charlotte, its competitive counterpart, witnessed a 14% and 8% increase in phone and tablet engagement after the team missed its field goal attempt. This particular instance does not represent excitement, but shared frustration.
Ultimately, the infographic has a deeper meaning than an audience interaction during a football game. The data sheds light on how consumers interact, when they interact, and which platforms are used. Information such as engagement, can provide valuable information to a company or agency with a focus on digital marketing.
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