Superbowl Commercials Get Social

Posted by Sam Churchill on

According to figures collected by a trio of research groups, the 2013 Superbowl was the most “most-social event in the history of television,” racking up more than 52.5 million mentions of it around the web in a single day.

CBS claims that its live stream netted 3 million unique viewers, up 43 percent from last year’s game, and almost 10 million live video streams, which is more than a 100% uptick from the previous year. But online viewers were handily eclipsed by the record-breaking 164.1 million viewers who caught the 2013 Superbowl on television.

Total data traffic for the 2013 Superbowl set a record as the lights went out near the beginning of the 2nd half. A record 388 gigabytes was sent as people texted, posted to Twitter, some 80 percent higher than the 2012 Super Bowl, according to Mark Siegel, an AT&T spokesman. Last year’s season-ending game had the highest data usage ever seen at a single sporting event – 215 GB. There were also 73,000 mobile-phone calls during the game, he said.

In 2012, AT&T installed a Distributed Antenna System (DAS) throughout the sports arena. AT&T negotiated a contract last year with SMG, the company that manages the stadium, that requires the company to offer connection to the new antenna system to other cellphone service providers. AT&T is being charged a $175,000 annual licensing fee to cover the space needed for the system in the Dome. The other cell companies will pay AT&T a fee for a share of the installation costs, and licensing fees to SMG.

A statement by Entergy and SMG, the Philadelphia company that manages the 73,000-seat Superdome, said that a piece of equipment that monitors electrical load “sensed an abnormality in the system.” It says the equipment “operated as designed,” and caused power to be partially cut to the Superdome so the issue could be isolated.

Verizon Wireless built the Wi-Fi network in the stadium, with nearly all Cisco equipment.

Wieden + Kennedy scored a Superbowl coupe with Oreo, says Ad Week. The spot was entertaining, but didn’t rely solely on its commercial. During the stadium blackout, it whipped up a clever ad on the fly and got some 14,000 retweets over social media. Twitter was mentioned in half of the spots that aired during the Superbowl game.

A 120 second spot, celebrating farmers, was the most evocative and visually rich of the evening, thanks to Paul Harvey’s spellbinding “God Made a Farmer”, says AdWeek.

It had Wieden + Kennedy written all over it, but no. It was done by The Richards Group.

Ad Age reviews The Good, the Bad, the Clydesdales and has more on the blackout. Audi, whose spot ran before the blackout, used the power outage as an opportunity to take a jab at rival luxury carmaker Mercedes-Benz — sponsor of the Superdome in New Orleans. Mercedes-Benz USA remained mum on its Twitter feed and didn’t respond to Audi’s zinger.

My favorite Superbowl ad of all time (after Apple’s 1984) was a two minute Chrysler spot two years ago by Joe Staples who cut through the noise with a resonant 2 minute Chrysler ad, Born of Fire for the “imported from Detroit” campaign. Unflinching honesty moved a lot of Chryslers that year.

Chrysler’s two-minute ode to the U.S. military by Global Hue of Detroit was ranked fifth by USA Today’s Ad Meter, with Budweiser’s Clydesdale commercial on top.

The worst Superbowl ad of all time may have been from Go Daddy. Some 55 commercials, costing 40 advertisers about $4 million per 30-second slot were aired yesterday. It generated close to $300 million for CBS.

See Dailywireless: Superbowl 47

Posted by Sam Churchill on Monday, February 4th, 2013 at 12:02 pm .

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