February 5, 2013
San Francisco sits near one of the most technologically-literate cities in the US–aka the Silicon Valley. So is it a surprise that our data showed that California had over 4X app engagement during the Super Bowl vs. Maryland? Not really. But what is interesting, is California’s increased levels of engagement post-game compared to Maryland’s decrease–maybe SF had a little too much time to reflect whereas Baltimore was too busy (or inebriated) celebrating?
Regardless of the numerous assumptions we can make, check out the data we pulled for the big game this year, and how mobile users put down their phones to watch Queen B give one of the best halftime shows in a while (imo), and how they picked them back up in a frenzy during the 34-minute power outage!
- When the Oreo commercial aired around 4pm, there was a 15% spike in app engagement, possibly due to the Instagram plug
- All eyes on Beyonce: data showed a significant 27% drop during the halftime show
- After Beyonce’s performance ended there was a 35% increase in app engagement from the end of her performance to the start of Q3
- The Ravens return touchdown at the start of Q3 caused a noticeable 11% drop in app engagement, eluding to fans from both teams stuck staring at the TV screen in both amazement & shock
- Mobile users were mobile-happy during the power outage, generating the highest peak of traffic of the game at 0.44% app engagement share just before the lights came back on
- When the lights went out at 5:38pm, app engagement increased 28% between 5:38 and 6:00PM. This increase was especially notable in California, compared to Maryland
- There was a sharp 5% drop once the game resumed play at around 6:11
- From 6:00 PM (sometime when the lights were still out) to 7:45 PM (end of game), there was a steady drop in app engagement, falling a total of 36% from the peak at around 6:05pm
For more on our Super Bowl coverage, read up on what TUAW and Mobile Marketing Watch had to say!