Super Bowl XLVI was a huge success. How huge?
So many numbers, so few cross-device measurements. A real smorgasboard of data not easy to grasp and summarize. See below for a very simplified and limited inventory.
- 2.1 million streaming viewers (legal) on NBCSports.com and NFL.com (Omniture / mDialog)
- 111,350,000 TV viewers (Nielsen)
- Unique audience for the teams' websites: 574,000 visitors for the Patriots, 644,000 for the Giants (Nielsen / NN Incite)
- Team and quarterback buzz according to teams' websites (Nielsen / NN Incite)
- Viewers manipulated the 5 cameras 1.8 million times and also watched 1.8 million video clips (NBC)
- 12.2 social media comments (Bluefin)
- 43.5 TV rating in the Phoenix DMA (Nielsen / Phoenix Business Journal)
- 12,233 tweets per second during the last three minutes of the game (Twitter)
- 13.7 million tweets, 6-11pm, ET (Twitter)
- Best social moments (USA Today Facebook Ad Meter)
- Most replayed moments, during game and commercials (TiVo). Hulu users also rated the ads.
- 69% Positive sentiment (trendrr)
- 8,846,429: "Total Activity"on Twitter, Facebook, Miso, GetGlue (trendrr)
- Most-used second screen (trendrr)
- Share of social voice during the game (Networked Insights)
- Additional value for the TV commercials through online video viewership (Kantar)
- 23,8% Away from home audience. Persons 18-34. (Arbitron)
- Many commercials were Shazam-enabled but we do not know how successful audio tagging was
MultiScreenTasking?
Of course, TV was connected during the game; connected via all kinds of TV apps and social networking. The Super Bowl is a perfect opportunity to test the new form of engagement. We should keep in mind that for all data published there is much data left unpublished that could perhaps modify the overall conclusions.
Was the TV set sometimes the second screen? The social dimension of the game was measured in many ways, even if the meaning of the measurements was not clear.
Next? Advertisers need to cross information through devices, concepts (audience, engagement, sentiment, activity, etc.), to understand the contribution of each platform, the network effect... All of these new indicators only take into account social interaction when using tools. How many viewers did not interact at all, or were social only in the traditional way, sharing drinks, food, disappointment or enthusiasm? How many viewers did not tweet at all?
We do not know. Measurement is (for) celebration.
Of course, TV was connected during the game; connected via all kinds of TV apps and social networking. The Super Bowl is a perfect opportunity to test the new form of engagement. We should keep in mind that for all data published there is much data left unpublished that could perhaps modify the overall conclusions.
Was the TV set sometimes the second screen? The social dimension of the game was measured in many ways, even if the meaning of the measurements was not clear.
Next? Advertisers need to cross information through devices, concepts (audience, engagement, sentiment, activity, etc.), to understand the contribution of each platform, the network effect... All of these new indicators only take into account social interaction when using tools. How many viewers did not interact at all, or were social only in the traditional way, sharing drinks, food, disappointment or enthusiasm? How many viewers did not tweet at all?
We do not know. Measurement is (for) celebration.
5 commentaires:
I think this example clearly illustrates how new tools have been invented to study the audience. They are particularly interesting when used to study one of the most important events in the year : the superbowl.
Recent studies have shown that people are more and more addicted to social media. Therefore, I think it is important to keep an eye on all new applications / websites / companies that can help determine and analyse the audience's behaviour.
by Rymou_
Pour les nostalgiques des publicités de Superbowl, voici un lien présentant dix publicités de Superbowl parmis les plus marquantes:http://dsc.discovery.com/life/top-10-most-memorable-super-bowl-ads-of-all-time.html
Mention spéciale pour la publicité d'apple "1984", un modèle du genre.
Il est intéressant de constater avec tous ces chiffres la nouvelle dimension que peut apporter le web 2.0 à la télévision.
Cela illustre une fois de plus la nécessité pour les chaînes d'arriver à faire interagir leur audience sur les médias sociaux.
J'ignore si la conception d'outils de mesure du "buzz" provoqué par une émission sur les réseaux sociaux (en dehors du nombre de tweets munis de tags) est envisageable.
Mais si tel était le cas, ce serait un indicateur de plus que pourraient développer les télévisions quant à leur audience et qui pourrait être utilisé à des fins publicitaires (avec un public prêt à l'interaction avec des marques notamment).
Lors d'un cours de marketing que j'ai eu il y a quelques années, on parlait de l'immense audience qu'avait les annonceurs pendant les Super Bowl. En effet, les gens sont tous réunis et présents, ce qui permet à la publicité de mieux atteindre son audience.
Il est toutefois intéressant de voir par quels autres canaux elle est diffusée et quelles autres audiences la publicité qui passe à cet événement atteint. Avec internet et les réseaux sociaux, l'audience ne se limite plus seulement aux spectateurs réellement présents, mais à toute une communauté virtuelle.
This immense engagement is really impressive and it shows once again how important sports are for media.
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