Super Bowl XLVI has become the most-watched television program in U.S. history, with 111.3 million viewers, according to NBC Sports. Not only did the 2012 Super Bowl break ratings records, it dominated in social conversations on Twitter, Facebook, and other social media networks.
Which commercial spots were the most talked about in the social media realm? What was the highest rate of tweets per second? Here is a roundup of what excited viewers the most during the Super Bowl.
- Social media comments during the game: 12.2 million (compared to only 1.8 million last year).
- The most searched term on Google during the game: Madonna.
- Super Bowl searches that came from mobile devices: 41% (up from last year’s 21%).
- Super Bowl commercial with the highest positive feedback: Honda’s CR-V ad featuring Matthew Broderick. According to Zeta Interactive, which analyzes millions of social media posts, the Honda commercial spot received 91% positive comments on Twitter, Facebook, blogs and other social media platforms.
- Websites that crashed: Acura’s website, the website for the film Act of Valor, and Coca-Cola’s Facebook app all crashed due to overwhelming ad-driven traffic.
- Number one celebrity endorsement: David Beckham garnered over 85,000 tweets during the game for his H&M underwear commercial.
- Highest rate of tweets per second: a new record of 12,233 tweets per second was achieved during the final three minutes of the game.
The Super Bowl’s first Social Media Command Center in Indianapolis proved to be a huge success. The staff of strategists and analysts had a direct reach of 49,000 people in the Indianapolis area through Facebook, YouTube, Twitter, and Foursquare. Overall, the command center created 1.8 million online impressions each day for the Indianapolis host committee. The committee’s vice president of marketing Brad Carlson told Mashable he is sure the Social Media Command Center concept will continue in the future.
It is evident through Super Bowl XLVI that social media marketing is more influential than ever. With the amount of Facebook comments, YouTube hits, and tweets per second rivaling that of the average television commercial viewership, it is vital for your company to examine its corporate social media strategy.