Tuesday, February 05, 2013

Twitter blitzes social media rivals in Super Bowl XLVII ad placements

The Baltimore Ravens won Super Bowl XLVII, but when it comes to social media, the winner of the Super Bowl was Twitter. Twitter dominated the social media landscape during Sunday's game, blitzing Facebook, Google+ and all other social networks.

In an unofficial count, Twitter was mentioned in 26 of 52 national TV commercials during the CBS coverage of the game, to score at 50 percent. Facebook was mentioned in only four of those commercials, about eight percent. Google+ wasn’t mentioned at all.

YouTube and Instagram were mentioned once each, by Hyundai and Oreo, respectively.

That was a huge rise for Twitter from Super Bowl XLVI. Last year, Facebook and Twitter tied, with eight mentions each, out of a total of 59 counted national TV ads. Not only does that mean that Twitter rose from 13.6 percent to 50 percent, it also means that Facebook -- numerically -- dropped by half. It also dropped from 13.6 percent to eight percent.

Here are the Twitter-related ads and their respective hashtags:
  1. M&Ms – #betterwithmms
  2. Audi – #braverywins
  3. Hyundai – #pickyourteam
  4. GoDaddy – #thescore
  5. Doritos – #doritos
  6. Best Buy – #infiniteanswers
  7. Disney Oz – #disneyoz
  8. Fast & Furious movie – #fastandfurious
  9. Toyota – #wishgranted
  10. Doritos – #doritos
  11. Calvin Klein – #calvinklein
  12. Cars.com – #nodrama
  13. Bud Light – #herewego
  14. Hyundai Sonata – #epicplaydate
  15. Volkswagen – #gethappy
  16. Subway – #15yrwinningstreak
  17. Subway – #FebruANY
  18. Bud Light – #herewego
  19. Subway – #FebruANY
  20. Bud Light – #herewego
  21. MiO Fit – #changestuff
  22. Pistachios – #crackinstyle
  23. Speed Stick – #handleit
  24. Budweiser Clydesdales – #clydesdales
  25. Tide – #miraclestain
  26. Samsung – #thenextbigthing
Here are the Facebook-related ads:
  1. "Fast & Furious" (movie)
  2. Hyundai Sonata
  3. Taco Bell
  4. Mercedes-Benz
Twitter's post-game blog post broke down the numbers in terms of tweets. There were over 24.1 million tweets about the game, the ads, and the halftime show. The peak was Beyonce's halftime show, when there were 268,000 tweets per minute at the end of her show.

The blackout break, when advertisers took advantage of social media, was a close second. Twitter saw 231,500 tweets per minute during that period.

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