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H&M ad featuring David Beckham
In the past, marketers would do market research on the effectiveness of an ad campaign after it had run, but with the growing popularity of social media, we can track the popularity and sentiment related to certain ads in real time. The social TV analytics company Bluefin Labs crunched the numbers and found interesting insight to fan reaction to the Super Bowl.
First, Twitter announced that during the final three minutes of the Super Bowl, there was an average of 10,000 tweets per second. Bluefin also announced that Super Bowl XLVI was the biggest social TV event by a wide margin, surpassing the 2011 MTV Music Video Awards. And if Madonna’s halftime show were a standalone televised event, it would rank fourth in terms of all-time social TV events for entertainment.
What also may surprise some is to learn which Super Bowl ads were the biggest hits on social media. The winner of this race, with 108,914 social media comments within 45 minutes of broadcast, was H&M’s Bodywear for H&M spot featuring soccer star David Beckham. I previously wrote about female viewership of the World Cup, and whether advertisers were responding. Not surprisingly, 83% of social media comments about the H&M ad were by females. So women are watching the Super Bowl, and making a social media hit of certain campaigns. Marketers, take note.
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