Posted February 11, 2013 3:23 pm by with 0 comments

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mm-superbowl-mobileThis year’s Super Bowl didn’t break any viewer records but they came in close with an audience of 108.4 million people. (Last year’s game broke the record with 111.3 million.)

This year’s game did break social media records as fans posted more than 47.7 million updates to Twitter, Facebook and other social networks. According to Trendrr, this is three times what we saw during last year’s Super Bowl.

The overwhelming majority of social media updates came in via mobile and that’s where Millennial Media comes in. They’ve put together an infographic showing the pattern of conversation throughout the event.

Let’s examine a few highlights before we look at the whole graphic.

During the game 87 percent of impressions were from smartphones, while 13 percent were on tablets.

I was surprised by this. I know that smartphones are more prevalent than tablets, but we’re talking about an activity performed on the couch in front of the TV – that’s tablet country to me. Then again, if you figure that many people were watching at someone else’s home or at a public venue (including those at the game), then the smartphone would be the device of choice.

Here’s an odd note: “After the game tablet users peaked to 20 percent of total traffic.”

So. . . folks went home and exchanged their smartphones for tablets for the post game analysis? Interesting.


Mobile traffic dropped off noticeably during the halftime show. That could mean that people were so engaged, they put down their phones, or they used this as a chance to refill the snack trays and attend to other issues. Of those who did stick around, the Sports Fans used their mobile devices to find other sports content while those categorized as Parents looked for entertainment content.


The Super Bowl blackout was great for social media. Impressions on the Millennial Media platform jumped up 13% while the teams were in the dark.

Oreo was one of the Johnny-on-the-spot brands who used social media to promote their brand. All hail the graphics guy who whipped this up within minutes:

The post was retweeted 16,000 times. Now that’s social media marketing at its finest.

Back on the Millennial Media system, bored football fans turned to health and fitness apps during the lull (53% rise) and some (30% rise) when shopping.

Here’s the full infographic: