Game Day Research Calls Superbowl XLVI a Social Media Blitz
This year Superbowl Sunday fell on February 5. According to the study, this year's game, Superbowl XLVI received the highest TV rating of any Superbowl, drawing an audience of 111.3 million viewers (166 million if we include those who watched all or part of the game). On February 8, ymarketing, a digital marketing services company, released its 2012 Superbowl Social Media Scorecard Report, intending to measure success of this year's team of Superbowl messages, received by social media networks with specific identification according to individual message's adhesion for the brand.
According to this research, these numbers make this the most watched program in the US.
Brands were heavily merchandised this year, with ads priced at a record $3.5 million for 30 seconds of programming space. This being noteworthy since so many brands were competing for time and viewer attention, ymarketing's research strategy was to determine the brand's return on investment (ROI) per ad with critical review of success for brand awareness and overall performance, game day and thereafter.
The process involved a thorough review of consumer/user/fan involvement through the strategic assignment of points associated with a highly calibrated 'conversion' ratio, (see image above). We could describe it, but it might kill us.
With successful illumination of these key components for brand consciousness, the company measured social media benchmarks in an attempt to show brand-specific "lift" post broadcast message.
Using a baseline for existing Facebook popularity in terms of fan-ability, and like-lihood. The stellar standouts with the 14 brands accounted for, Coca-cola and Disney, far exceeded H&M, which was number 3 on the list of brand devotees:
Coca-cola with 37,689,266
Disney a hefty 31,509,642
H&M at a paltry 9,513,295
The number declines from there with Honda picking up the slack at 1,520,053.
Influential Twitter-ites involve 10 brands. The number one spot goes to H&M (is David Beckham even ON Twitter?)... with researchers noting that brands with a Twitter presence saw far more benefit from their dollars spent than their counterparts who had little to no presence on Twitter.
The overall brand winners in the Superbowl Sunday social media challenge were Chevrolet at 27 overall points, and Coca-cola at 25.
Quarter by quarter results were impressive, as well, "In a case of art imitating life, just like the NY Giants did, Chevrolet came from behind in the second half and used a strong Fourth Quarter to surge to victory."
Chevrolet, looks like you made it.