SUPER BOWL FOR QUANTS: 2012's Big Game In Charts And Data


Last night, 111.3 million people in the U.S. watched the Giants beat the Patriots in Super Bowl XLVI. It was the most-watched big game of all time, according to Bloomberg: The broadcast reached 47.8 per cent of households in the top 56 U.S. television markets.

But the numbers don’t stop there.

The next few pages show how the Super Bowl performed in terms of social media, in geographic reach of Madonna fans, and for best and worst ads (as ranked by B.I. readers).

Before the game, we asked 500 Business Insider readers to vote on the best ads ...

It was Clint Eastwood's night!

... and the worst ads.

It's official: GoDaddy sucks.

Social media usage was way up during the game.

Clearspring, a company that provides AddThis sharing media (those Facebook and Twitter buttons you see at the top and bottom of web pages like this one) monitored what people shared in real time during the game. The company found:

  • Sharing via mobile was up 500% from last year
  • Overall sharing was up 143% from last year
  • Shares to and Clicks from Twitter was up 116% from last year
  • Shares to and Clicks from Tumblr was up 615% from last year
  • Shares to and Clicks from Facebook was up 18% from last year
  • Shares to and Clicks from Email were down 16% from last year

Here's all that AddThis data as it happened live. Chevy got the biggest live social media bump.

Doritos, however, saw the most-improved increase in interest in the 24 hours before kickoff, per AddThis.

Although Madonna ruled the half-time show, it was the sudden appearance of Cee Lo Green who dominated social media.

This AddThis map represents greater or lesser interest in Madonna compared to the average. Canadians love Madonna more than Americans do!

Buddy Media monitored the Facebook Wall pages of 1,400 of the world's largest brands. Mentioning the Super Bowl increased engagement:

Honda's 'Matthew's Day Off' ad has more than 80 clips associated with it across the Web, for a total 19.2 million views, according to Visible Measures.

Here's what Taykey did:

'For six hours, including the hour before and the hour after the Super Bowl ended, Taykey monitored all Super Bowl Ad conversations across over 40,000 online sources. This includes publicly available data from Facebook, Twitter, YouTube, Tumblr, WordPress and more.

In total, over 6,000,000 updates/tweets/comments/posts were analysed and ranked by volume and sentiment. The combined score provided a final ranking to determine the Top 10 Advertisers and the Bottom 10 Advertisers based on the real-time reaction of fans watching Super Bowl.'

The 10th best ad, according to Taykey, was by

Ad: The Cloud, Body Paint
Volume Rank: 5th
Sentiment Rank: 26th
61% Male, Ages 18-30

#9 Hulu Plus

Ad: Huluboratory Volume Rank: 14th Sentiment Rank: 13th 64% Male, Ages 25-35


Ad: Confident You
Volume Rank: 18th
Sentiment Rank: 9th
61% Male, Ages 25-35

#7 Coke

Ad: Superstition, Arghh, Catch
Volume Rank: 9th
Sentiment Rank: 17th
58% Male, Ages 18-35

#6 Doritos

Ad: Man's Best Friend
Volume Rank: 2nd
Sentiment Rank: 19th
53% Male, Ages 18-35

#5 Chrysler

Ad: It's Halftime in America, Seduction
Volume Rank: 7th
Sentiment Rank: 14th
72% Male, Ages 18-35

#4 Cadillac ATS

Ad: Green Hell
Volume Rank: 8th
Sentiment Rank: 11th
66% Male, Ages 25-35

#3 Dannon Oikos

Ad: The Tease
Volume Rank: 1st
Sentiment Rank: 16th
61% Female, Ages 18-35

#2 Bridgestone

Ad: Performance Football, Performance Basketball
Volume Rank: 3rd
Sentiment Rank: 3rd
77% Male, Ages 20-30

#1 Acura NSX

Ad: Transactions
Volume Rank: 4th
Sentiment Rank: 2nd
74% Male, Ages 25-35

And, according to Taykey, the 10 worst Super Bowl ads were ...

#10 Suzuki Kizashi
Volume Rank: 40th
Sentiment Rank: 18th
67% Male, Ages 25-35

Volume Rank: 31st
Sentiment Rank: 28th
65% Female, Ages 18-35

#8 Kia Optima
Mr. Sandman
Volume Rank: 23rd
Sentiment Rank: 37th
57% Male, Ages 18-35

#7 GE
Something Big, Power and Beer
Volume Rank: 26th
Sentiment Rank: 35th
64% Male, Ages 30-55

#6 Lexus
Volume Rank: 39th
Sentiment Rank: 27th
68% Male, Ages 25-35

#5 Teleflora
Adriana Lima
Volume Rank: 25th
Sentiment Rank: 43rd
55% Male, Ages 18-25

#4 G.I. Joe
Volume Rank: 34th
Sentiment Rank: 36th
52% Male, Ages 18-35

#3 History Channel
Swamp People
Volume Rank: 33rd
Sentiment Rank: 38th
69% Male, Ages 18-35

#2 H&M
David Beckham Bodywear
Volume Rank: 38th
Sentiment Rank: 42nd
53% Male, Ages 25-35

#1 Kraft BelVita
Breakfast Police
Volume Rank: 44th
Sentiment Rank: 41st
57% Male, Ages 25-35

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