Super Bowl Buzz: Who’s Watching and Which Ads Are Gaining Steam on Social Media

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January 29, 2013 ‐ By Kimberly Maul
Deion Sanders appeared in a Century 21 ad last year. AP Photo/Century 21

Deion Sanders appeared in a Century 21 ad last year. AP Photo/Century 21

As we get closer and closer to Super Bowl XLVII, the online buzz related to the advertisements and how consumers will use social media during the game is growing.

Two-thirds of women (66 percent) watch the Super Bowl as much to see the commercials as the actual game, as do 47 percent of men, according to a study from integrated marketing communications firm Hanon McKendry and research firm Harris Interactive. Additionally, 28 percent of women and 12 percent of men say they watch the game just for the ads.

Looking at conversations on social media relating to Super Bowl brands and advertisements, Salesforce Marketing Cloud found that Mercedes-Benz was the most talked about brand, having debuted its ad online, featuring supermodel Kate Upton washing a Mercedes-Benz. Blackberry 10 (RIM) was the next most popular brand, with plans to launch the new smartphone with events this week and a Super Bowl ad on Sunday.

One area that sees a lot of debate is whether or not previewing, teasing, or posting the entire Super Bowl ad online prior to the game helps or hurts companies. But if a brand wants video views, YouTube data says go for it. According to YouTube, companies that introduced their ads on the video site prior to the game in 2012 saw an average of 9 million views. The companies that kept the ads secret saw 1.3 million views, Mashable reported.

But marketers aren’t the only ones looking to social media and online tools to supplement game-day antics. Real estate company Century 21 asked consumers about their Super Bowl habits and found 36 percent of people who plan to watch the game said they will also use a second screen to supplement the on-air action.

Additionally, African-American viewership of the Super Bowl overall has been rising in recent years, with minority viewership breaking records in 2010. What are you paying most attention to?

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  • Kenedy

    I actually had to watch the commercials for a marketing class…but every year, the commercials get worse & worse, they know everyone is watching, so they try too hard & just end up having whack commercials…so nowadays, i only watch the game…during commercial time, switch to something else or mute the tv & surf the net

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