Facebook released more statistics on Super Bowl XLIX, this time from its Facebook IQ unit, which named its infographic (below) “The Big Gathering XLIX,” based on its finding that 85 percent of U.S. users planned to watch the game with other people.
Facebook IQ also found that:
- More than 65 million Facebook users worldwide discussed Super Bowl XLIX on the social network, generating some 265 million posts, comments and likes.
- 63 percent of users said the best part of the event is the party, the commercials or the halftime show, while just 37 percent cited the game itself.
- 87 percent of Super Bowl-related posts in the U.S. were made via mobile devices.
- The top organic native video viewed on Facebook Sunday featured comedians/actors Kevin Hart and Will Ferrell, while the most-viewed video ad was “Surprise Scream” from Discover.
- The most-talked-about topic during Super Bowl XLIX was the game itself, while the ad-related hashtag with the most volume was #likeagirl.
Facebook IQ also offered the following takeaways for marketers on Facebook looking to score on Super Bowl Sunday:
- “Go wide” and extend your reach: Facebook is a key online destination for people watching the game. Brands advertising on TV during the Big Game can use Facebook to extend the reach of that investment and deliver an enhanced, multiscreen experience. Brands that are not running a TV campaign can use Facebook to reach and engage a tremendous number of people on mobile devices with Facebook native video.
- Hit the “sweet spot” with accurate and complete targeting: Facebook is the place to reach highly engaged people during tent-pole events like the Big Game. Brands can leverage seasonal targeting segments like the “Football on Facebook” audience to reach people who are watching for the game, party, commercials or entertainment.
- “Kick off” the party: Given that most Americans watch the game with others, and people increasingly use Facebook to plan their parties, the Big Game offers consumer packaged goods, spirits, entertainment and other party-related brands a big opportunity to capitalize on the gathering.