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How Did Super Bowl Brands Do on the Second Screen?
By: Dwayne W. Waite Jr.
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No more are the days where brands simply spend a large amount of money for a mere 30 seconds during the Super Bowl. In today's connected society, engagement starts weeks before the Super Bowl is even aired. Brands leak out previews, and even full and extended cuts of their ads, so consumers have time to see the brand multiple times. Brands set up experiences online in order to enhance the Super Bowl ad. Pokémon, for example, encouraged fans to use a hashtag it created for its 20th anniversary. Squarespace partnered up with Key & Peele in order to do live-stream commentary of the Super Bowl.

And speaking of live-streaming, CBS also streamed the Super Bowl live on its website. Much to our disappointment, the people we talked to who watched the game online said it was very similar to TV. We feel like there was an opportunity missed there.

As connected consumers, sports fans will not leave their devices alone during the game. It is advantageous for brands to leverage that. Google and Adometry partnered up to present some statistics about how consumers worked with the second screen.

  • Search count during the game was 40% higher than last year's game
  • Search during the second half lagged; data consistent with close scoring games; people tend to watch a little more, search less
  • Mobile still reigns supreme; 82% of searches during the game were on mobile
It is interesting to see how the second screen continues to develop. We wonder if, as long as the popularity of Smart TVs continues to rise, and the Internet experience gets even more streamlined, it will dramatically affect the way we watch live games.

Not necessarily a bad thing.

And another Super Bowl down. So it goes.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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