Despite the lopsided score, Super Bowl XLVIII was the most-watched television event in U.S. history, drawing in 111.5 million viewers. The halftime show also set a record with 115.3 million viewers watching Bruno Mars and the Red Hot Chili Peppers, beating the 110.8 million delivered by Beyonce last year.
Even with the record amount of eye balls, the “Ad Bowl” and the conversation on Twitter seemed to fall in line with the Broncos’ performance – disappointing.
According to Twitter, Super Bowl XLVIII generated 24.9 million Tweets during the live telecast compared to 24.1 million in 2013. Twitter also highlighted that of all the national ads during the game, approximately 58% featured a hashtag — up from 50% last year. However, without a “Blackout” moment during the game, the volume of conversation didn’t translate into stand out real-time Tweets for brands. The best performing real-time Tweets tended to be negative in tone, playing off the fact that the game was a blowout.
One trend that seemed to stand out were brands talking and interacting with each other, creating the feeling marketers were marketing to other marketers. While consumers may have felt left in the dark, the banter served as a strategy to humanize the brand and show the ability to respond on the fly.
With so much noise and promoted content clogging feeds, only one thing is for sure: quality and relevant content coming from a credible source will always win out.