Super Bowl
is most social event ever
Other shorts: What people talked about during the game: Ads
By Louisa Ada Seltzer
Feb 7, 2012
Super Bowl is most social event ever
Super Bowl XLVI lived up to its pregame billing as the
most social game in history. In fact, it was the most social TV event ever, according to Bluefin Labs, which analyzed posts on social media during the game and found that 5.4 million commentators weighed in on the contest. They posted some 12.2 million comments, nearly four times the number of the previous record holder, August's "MTV Video Music Awards," which had 3.1 million comments. The game grew 600 percent over last year's Super Bowl, Bluefin says. The halftime show alone generated 862,000 comments, while the five minutes during which the New York Giants scored the winning touchdown generated 400,000. Interestingly, despite the perception that men are more into football than women, comments were divided closely between the sexes, with 53 percent coming from men and 47 percent from women. The latter probably fueled the conversation over the most-commented Super Bowl ad, H&M's spot featuring a scantily clad David Beckham, which generated 109,000 comments.
What people talked about during the game: The ads
Sunday's Super Bowl was the most social ever, but very few online conversations via social media were about the actual football being played. The top social Super Bowl theme on Sunday was the advertising, with 42 percent of the Super Bowl-related conversation about the commercials, according to analysis from Networked Insights. Another 32 percent of the conversation was about Madonna and her performance in the halftime show. The top football-related theme was New England Patriots quarterback Tom Brady, who accounted for 15 percent of the conversation, although that also includes comments about how attractive his wife, Gisele Bundchen, is. In other social media analysis of the Super Bowl, NBC's massive self-promotion of "The Voice" seemed to pay off, at least online. "The Voice" was easily the leading brand in terms of volume of Twitter mentions, according to IPG Mediabrands' annual digital marketing scorecard, with Coke a distant second. Doritos, "The Avengers" and Samsung rounded out the top five. To download the Networked Insights study
click here, and for more from IPG Mediabrands
go here.
The word: Univision and Disney launching news network
Big media companies, eager to target the fast-growing Hispanic population, are rushing to get new ventures underway to target an audience that has traditionally had only a few choices on television. Just days after News Corp. confirmed plans to
launch a Spanish-language network, Univision and Disney are rumored to be in talks to start an English-language cable news network targeting Hispanics that would rival the traditional cable news channels. The project is being fast-tracked to launch before the November elections, according to The Wall Street Journal, where Hispanics are a key demographic being targeted by both Democrats and Republicans. Spending on Hispanic media grew at roughly double the rate of English-language media last year, and English-dominant Hispanics are an increasingly dominant part of the Hispanic population. While Univision would handle the production side, Disney would be in charge of securing distribution across cable systems, presumably using the popularity of Disney-owned ESPN to leverage its deals.
Redbox and Verizon team to stream
Redbox is taking its rivalry with Netflix to a new level. The DVD rental kiosk service said yesterday that it has reached a deal with Verizon to allow users to stream movies online as well as rent DVDs, though the details of the plan still have to be worked out. The service will be available to anyone with a broadband connection and not just Verizon FiOS subscribers. This will be the first time that Redbox has offered a streaming option. The company currently has more than 35,000 rental kiosks located at convenience, grocery and drugstores, as well as a few fast food restaurants. Despite the lack of a convenient web presence, Redbox claims 30 million customers, about 5.5 million more than its biggest rival, Netflix, which delivers DVDs via mail and offers a streaming option. The hope is that Redbox will become a streaming player as common as Hulu or YouTube on American TV sets, which are increasingly wired to play video from the web.
DVR ratings: 'Family' leapfrogs Thursday 'Idol'
ABC's "Modern Family" has done something that hadn't been done for nearly two years: Beat "American Idol." Of course, it needed a boatload of DVR playback to do it. During the week ended Jan. 22 "Family" averaged a 7.8 live-plus-seven-day DVR playback rating among viewers 18-49, according to Nielsen, a 53 percent boost over its original 5.1 rating. With DVR viewership added in, "Family" surpassed the Thursday edition of Fox's "American Idol" (7.0 L+7 rating), marking the first time since May 2010 that a regularly scheduled series has finished ahead of "Idol." That said, "Family" couldn't manage to move ahead of the Wednesday edition of "Idol" that week, which aired head-to-head against "Family." Wednesday's "Idol" was No. 1 for the week with an 8.6 L+7 rating. CBS's "The Big Bang Theory" also came close to posting "Idol"-like numbers with DVR playback data factored in, averaging a 6.9 rating, 0.1 behind the Thursday "Idol" it aired opposite. Among total viewers, "Family" received an additional 5.24 million with L+7 data added in, a new record for seven-day playback and bringing its total to 17.13 million.
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