New Media Strategies Releases Super Bowl Social Media Snapshot Report
NMS' Snapshot showed that across all platforms – even in a down economy – participation, interest and buzz were up.
Yet most advertisers did not fully take advantage of social media to target, engage and sustain a relationship with interested consumers.
Arlington, VA – February 2, 2009 – New Media Strategies today released its 2009 Super Bowl Social Media Snapshot. The Snapshot included a quantitative and qualitative analysis of the discussion taking place about Super Bowl ads and related brands on nine social media platforms, which included blogs, Twitter, Facebook, Wikipedia, Digg, Flickr, Qik, Brightkite and Utterli.
The Snapshot showed that across all platforms – even in a down economy – participation, interest and buzz were up. Yet most advertisers did not fully take advantage of social media to target, engage and sustain a relationship with interested consumers. As a result of each company’s Super Bowl ad and subsequent online engagement, there does not appear to be a significant social media-based foundation for most of the advertisers to build on for future efforts.
Key findings from the NMS Snapshot included:
- In the 24-hour period surrounding the game, there were over 191,000 blog mentions of 41 Super Bowl advertising-related brands, personalities and terms
- During the game itself, there were nearly 49,000 tweets about 41 Super Bowl advertising-related brands, personalities and terms
- Movie trailers and car companies saw the highest volume of blog mentions; notable performers included Audi, Star Trek, Hyundai and Transformers 2
- There was minimal discussion on Facebook brand pages regarding spots aired during the game
- Companies were selective in the platforms that they used – most posted their ads on YouTube at some point, some also ran a Twitter account in the character of their ad spot; however, users proliferated on dozens of social media platforms and no one single company successfully activated and realized the potential that was out there
- For a significant number of online community members, social media usage surrounding this year’s game was centered on sharing and documenting their own Super Bowl Sunday experiences, including: preparing snacks for a planned Super Bowl party, watching the game with friends at a local bar and families tailgating in head-to-toe Steelers or Cardinals fan gear
- People are becoming more and more comfortable in the online space as it relates to social media, while advertisers have yet to fully take the plunge
The full report, which details the trends within each platform, can be downloaded in .pdf form here: http://nms.com/docs/NMS-Super_Bowl_Snapshot_Report_2-2-09.pdf
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New Media Strategies pioneered the first online brand intelligence, protection and social media engagement firm in 1999. New Media Strategies uses the power of the Internet to give clients and their brands a direct line to consumers and a competitive advantage online, while safeguarding their products, services and issues from the effects of negative perceptions and attacks. Working closely with top bloggers, online communities and social media platforms, New Media Strategies serves as the "eyes, ears, and voice" online for some of the biggest and best known brands. Leading companies such as ABC, PepsiCO, C-SPAN, and Sony all use New Media Strategies to add value to their brands and guard their bottom lines. New Media Strategies also was named one of the "Fastest Growing Companies in America" by Inc. Magazine for three consecutive years and has been a subsidiary of Meredith Corporation since being acquired in January 2007. Headquartered in Arlington, Virginia, New Media Strategies was founded in 1999 by former pollster Pete Snyder, who also serves as CEO. To learn more, visit www.nms.com.