As consumers tune into the Super Bowl with their mobile phones by their sides, the ads they see – and those they don't -- will influence behavior on both search and social. Adobe Digital Index tracking found that during last year's game, retail and travel categories saw the largest decline in Facebook post interaction and website visits and revenue, while automotive saw the largest boost.
That was both a function of retail and travel marketers bowing out of the last year's game and automotive and media-related marketers going all in. This year's Super Bowl advertisers can benefit by seeing how Facebook post impressions and engagement altered during last year's game.
Comments, likes, shares, and other interactions on Facebook increased 60% for the automotive category, and 14% for the media category during the 2014 Super Bowl over an average Sunday. Those interactions decreased for retail (-7%) and travel (-2%) categories.
The automotive category's post average impressions were up 45%, while media's increased 21% during the Super Bowl over an average Sunday. Retail's average post impressions decreased -22% and travel was down -7%.
Not surprisingly, if your ad is in the game, you are more likely to see a boost in website visits. However, there seems to be a penalty for those who stay out of the game. Website visits for the automotive category were up 24% during last year's game compared to an average Sunday, while media saw a 26% increase. Other categories not well represented, such as retail (-9%) and travel (-18%) experienced decreases in website visits.
A decrease in website visits corresponds to a decrease in revenue. This chart shows the average revenue decreases from retail (-24%) and travel (-9%) on the Super Bowl compared to an average Sunday.
Adobe Digital Index tracking found that TV Everywhere sports consumption overall got a boost during last year's game, not just the NFL. TV Everywhere consumption for sports channels increased 28% on average, as the Super Bowl seems to feed consumption of sports beyond just football. TV Everywhere consumption of other content overall was down 15% during last year's game when compared with an average Sunday.
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