According to the data, Super Bowl XLVI generated 12.2 million social media comments—a 678% increase from last year’s 1.8 million.
Super Bowl XLVI is considered the largest social TV event recorded, by far—overtaking the MTV Video Music Awards in August 2011, which had 3.1 million comments.
H&M, a first-time advertiser of the big game, aired an ad featuring a half-naked David Beckham for his underwear line ‘Bodywear for H&M’. The ad garnered 109,000 comments in 45 minutes, topping the charts of comment counts for ads.
Of all 5.4 million social commenters, half are made up of both male and female—no majority are of a specific gender.
“It’s really all about consumers having access to smartphones or their laptops while watching TV,” Tom Thai, Bluefin’s VP of Marketing and Business Development, said.
“People want to check social media, and with TV being such an important part of people’s lives, whether it be a mega event like the Super Bowl or everyday events, it’s becoming more and more of a natural behavior for people to tweet and Facebook post when they watch TV.”
[via Fast Co Create]
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