Amid the advertising extravaganza that was Super Bowl XLVII, aside from the Baltimore Ravens crushing the San Francisco 49ers 34-31, the other real winner this year was Twitter, which revealed there were some 24.1m tweets fluttering in the ether during the pivotal game.
Tweets during this year’s game, which included a performance by Beyoncé and a half-hour long power outage, peaked at 231,500.
This was up from the 13.1m tweets sent during last year’s Super Bowl match between the New York Giants and the New England Patriots, where tweets peaked at 12,333 a second.
The record 24.1m tweets surpasses the previous record that was set during the final six hours of the US presidential election. President Barack Obama’s “four more years” tweet reached a record 327,000 tweets per second.
According to Twitter, the moments generating the biggest peaks of Twitter conversation (measured in Tweets per minute, or TPM) during the game:
- Power outage: 231,500 TPM
- 108-yard kickoff return for Ravens TD by Jacoby Jones: 185,000 TPM
- Clock expires; Ravens win: 183,000 TPM
- Jones catches 56-yard pass for Ravens TD (end of second quarter): 168,000 TPM
- Gore TD for 49ers: 131,000 TPM
“Whether they were inside the stadium or glued to screens elsewhere, athletes and commentators tweeted out their thoughts during the game’s big moments,” Twitter said.
Twitter also won out over other social networks like Facebook and Google+. According to Marketing Land, Twitter was mentioned in 26 out of 52 national TV commercials in the US – including 50pc of the spots that aired during CBS’ game coverage, whereas Facebook was mentioned in only four of the commercials. Google+ wasn’t mentioned at all.
YouTube and Instagram were mentioned in one commercial each, by Hyundai and Oreo, respectively.
Last year, Twitter and Facebook tied with eight mentions out of 59 national US commercials.
A touchdown by Twitter this year, methinks.