Here are 6 stats that show how SuperBowl viewers used their mobile devices in 2017:
- Mobile usage in the hours before the Big Game was, on average, between a 7 percent and 10 percent higher than on previous Sundays.
- Between 6:30 p.m. and 6:45 p.m. ET, mobile usage dropped nearly 10 percent in relation to what Fetch had seen on previous Sundays.
- A few minutes into the game, mobile usage jumped almost 30 percent and stayed at that level throughout the first half.
- The beginning of the second half was the peak time for mobile, as viewers were evidently amazed by Lady Gaga’s Pepsi-sponsored halftime show. Smartphone and tablet usage rose by about 32 percent, as viewers were posting on social media and texting about the performance.
- The remainder of regulation time—the game went into overtime for the first time in Super Bowl history—saw an increase between 10 percent and 20 percent.
- In overtime, when New England ultimately defeated Atlanta, 34-28, mobile usage fell off fourth-quarter levels by 15 percent.
Implications for marketers:
Marketers should pay more attention to mobile moments while planning ad spend on tentpole events like the Super Bowl. Since consumers are increasing their usage on mobile while watching TV, marketers should reach this modern audience with timely, highly contextual and cross-platform messaging and content. This is an opportunity for brands to place themselves in the center of the cultural moments users already care about, such as Lady Gaga’s halftime performance.
This article was first published in AdWeek on 8th February 2017.