1. Social Media Trends from
The Super Social
Bowl XLVIII
Monday, February 3, 2014

2. Total #SB48 Mentions:
21,369,605
That’s 14,840 mentions per minute!
Data gathered on 2/2/2014 using Radian6 social listening.

3. Team Share of Voice
The Seattle Seahawks may have won the Super Bowl by a score of 43-8, thanks in no small part to Seattle’s #1 ranked defense, but how did the
Seahawks and Broncos compare when it comes to team mentions on social media?
BRONCOS:
Total Team Mentions: 6,384,933
Peyton Manning: 909,599
Champ Bailey: 31,955
John Fox: 31,562
SEAHAWKS:
Total Team Mentions: 4,563,177
Richard Sherman: 302,724
Russell Wilson: 281,119
Pete Carroll: 97,045
• Despite being dominated by Seattle’s defense, Manning had a small
silver lining in setting a new Super Bowl pass completion record with
34. Unfortunately, that didn’t lead to many points.
Add Art
• The Seahawks only registered one official sack, but their defensive line
put enormous pressure on the quarterback, who usually performs well
under pressure.
• Overall, Super Bowl XLVIII turned out to be a record-breaking event,
including the fastest scoring play in Super Bowl history, Peyton
Manning’s record 34/40 passes completed, and Demaryius Thomas’
record-setting 13 receptions.
• While Richard Sherman had a ton of mentions, other Seahawks
proved worthy of hype, including Percy Harvin who had an 87-yard
kickoff return and game MVP Malcolm Smith’s whose 69-yard
interception return touchdown helped set the stage for the Seahawks’
win, and got him 42,665 mentions to boot.

4. Turns in conversation
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
The first play of the game
resulted in a safety for the
Seahawks and was recognized
as the fastest scoring play in
Super Bowl history.
The halftime show featuring Bruno
Mars and the Red Hot Chili Peppers
was hailed as one of the best in Super
Bowl history.
Congratulatory posts
at the end of the game
with conversations
surrounding the
surprising final score.
Viewers also began
sharing thoughts on
who should be named
MVP.
Then, we see the
expected decline in
overall conversations.

5. How did the commercials stack up?
Budweiser
• With 192,527 mentions, Budweiser was the most discussed
brand mentioned in conjunction with commercials or the
game, with conversation about their commercial making up
85.2% (163,948 posts) of this volume.
192,527
JC Penney
120,334
H&M
Add Art
• JC Penney was the second most mentioned brand, despite not
airing a commercial, because of their Twitter campaign
consisting of tweets reacting to the game with fumbled words.
Subsequently, #TweetingWithMittens and #lowsscorinh were
trending.
105,580
Coca-Cola
95,266
Doritos
65,913
Radio Shack
31,996
Cheerios
31,329
Maserati
30,186
Pepsi
29,049
Bud Light
• Maserati garnered 30,186 posts and was the most talked about
car company.
• Radio Shack was the pleasant surprise of the event, as its
commercial, poking fun of its public image as an out-of-date ‘80s
brand, evoked feelings of nostalgia among viewers while still
promoting its new-look stores.
21,188
0
50,000
100,000
150,000
200,000
250,000

6. Top hashtags mentioned
134,401 89,475 43,000
40,594 39,800
344,811
#superbowl
#sb48
#seahawks
456,576
2,324,190
#broncos
#superbowlxlviii
673,046
#gohawks
#nfl
#esurancesave30
#bestbuds
1,381,209
#12thman
• #Superbowl was by far the most used hashtag with 2,324,190
mentions. #SB48 and #SuperbowlXLVIII also ranked within the
top 10, with 1,381,209 and 344,811 mentions, respectively.
• Seahawks-related hashtags within the top 10 included
#Seahawks, #GoHawks, and #12thMan, and combined to
make up 847,247 mentions.
• #EsuranceSave30 and #BestBuds (Budweiser) were the top
branded hashtags. Esurance created buzz on Twitter by giving
away the $1.5 million it saved by waiting to air their
commercial until the end of the game.

7. What’s for dinner?
80,000
• Wings, pizza, and beer were the most talked-about Super
Bowl snacks, being mentioned 180,729 times collectively.
70,000
Add Art
60,000
• Overall, wings were mentioned 71,872 times, with chicken
wings being cited 14,443 times and buffalo wings 6,153. It was
estimated by the National Chicken Council that approximately
1.25 billion wings would be consumed during the event.
50,000
40,000
• In the pizza category (54,469 posts), Papa John’s was the
most talked-about brand, followed by Pizza Hut and Domino’s.
More pizza is ordered on Super Bowl Sunday than any other
day of the year.
30,000
20,000
10,000
0
Burgers
Nachos
Chips
Pizza
Beer
Wings

8. Top 5 Most Mentioned Users
Add@NFL
Art
@Seahawks
435,953 Mentions
@BrunoMars
422,535 Mentions
@Broncos
295,266 Mentions
@NFL
112,429 Mentions
@JCPenney
109,927 Mentions

9. Bruno Mars vs. The Red Hot Chili Peppers
Bruno Mars
• The Red Hot Chili Peppers may be Rock and Roll Hall of Fame
inductees, but Bruno Mars demonstrated that a new generation of
musicians is ready to lead the social conversation. Mars had over
2,000,000 more mentions than the Chili Peppers on Super Bowl
Sunday.
Red Hot Chili Peppers
Add Art
• Some big names took to Twitter to congratulate Bruno Mars on his
halftime show, including Rihanna, Jennifer Lopez, and Ellen
DeGeneres.
2,889,408
• Hashtags mentioned alongside Bruno Mars included expected
ones such as #Superbowl and #Halftime, but others such as
#PuppyBowl (840 mentions) and #GameDaySpoilers (410
mentions) may not have been expected.
706,198
• The Red Hot Chili Peppers got a little love as well, though mostly
from media outlets such as MTV, Eonline, Time, and People.
0
1,000,000
2,000,000
3,000,000
4,000,000

10. JC Penney Steals Some Spotlight
• Despite not having a Super Bowl commercial, JC Penney earned the second-most
mentions of all brands tracked during the game. Just prior to kickoff, they tweeted
an image of some US Olympic mittens.
• The two tweets following the initial mittens image had some questionable typos
that left many Twitter users, including media outlets such as USA Today and Ad
Age, wondering if JC Penney’s Twitter account had been hacked or was just being
run by someone who enjoyed too many celebratory beverages.
Add Art
• JC Penney returned an hour later to show another photo of the mittens to explain
the mistyped tweets: they were #TweetingWithMittens. Their little stunt sure
seemed to work!

11. Top 5 Most Retweeted Users
@SportsCenter
177,217
@NiallOfficial
144,238
@Seahawks
104,292
@NFL
• While any fan would guess that sports-related social accounts
such as @SportsCenter, @NFL, and @ESPNNFL would be
among
the
top
10
most
retweeted
accounts, @HillaryClinton, @BudweiserPuppy, @FloydMaywe
ather, and @Macklemore also ranked within the top 10.
75,803
@ESPNNFL
46,390
@HillaryClinton
44,640
@TomBradysEgo
16,450
@FloydMayweather
15,176
@BudweiserPuppy
13,446
@Macklemore
11,610
0
50,000
@HillaryClinton
100,000
150,000
@Macklemore
@FloydMayweather
@BudweiserPuppy
200,000