Football fans are turning to search and social in anticipation of the big game on February 1st. Discover how fans are engaging online with the latest insights around the big game.

1. s u r r o u n d i n g
super bowl xlix
This year, the New England Patriots and Seattle Seahawks
face off in a sure to be epic Super Bowl. They also face off
in search and in social media. In anticipation of the big
game, fans are turning to search and social to research key
event dates, team/player info, halftime entertainment and -
of course - football deflation. We pulled together the latest
search and social trends around the big game:
“Super Bowl 2015”searches
started to accelerate in Dec. and
have spiked every Monday since.
After the AFC Championship
Game, not surprisingly, there
was an inflation in“deflated
balls”searches.
2015SEARCH TRENDS
Device, Age & Gender Searches
for Super Bowl 2015
super bowl searches
65%
male
35%
female
70%
male
30%
female
on desktops
super bowl searches
on smartphones
25-34 year olds
search for “super bowl”
on smartphonesmore than any other device
while 35-49 year olds
search mostly on
desktops
& tablets
Source: Google Trends
December 2014 – January 2015
Source: Bing Ads Intelligence January 2015
12/8 12/15 12/22 12/29 1/5 1/12 1/19
“Super Bowl 2015”searches
“Deflated balls”searches
15.60% Super bowl 2015
3.65% Super bowl
1.67% super bowl 2015 date and location
search interest
for Super Bowl XLIX
While“Super Bowl 2015”is the most common generic
search query, searchers are also looking for dates,
location and tickets.
Closer to the game, they’ll start searching for queries
like “Super Bowl start time” to ensure that they pop
the nachos in the oven in time for the game.
47.21% deflated balls
11.07% patriots deflated balls
0.99% patriots USE DEFLATED balls
“Deflated balls” will go down in history as a top search term for
this year’s game. These searches have been fueled by the 24-hour
news cycle. Speed of news matters, and searchers want the most
up-to-date info (or speculation), often searching hot topics like
“deflated balls”multiple times per day.
where’s all the chatter?
Source: “Super Bowl” searches, Hitwise, 4 rolling weeks ending January 24, 2015
Source: “Deflated balls” searches, Hitwise,
4 rolling weeks ending January 24, 2015
Source: Brandwatch, past 7 days (1/20/15 – 1/27/15)
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#sb49
#patriots
#seahawks
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#nfl
#superbowl
#deflategate
TOPHASHTAGS
facebook
7%
Twitter
93%
majority of chatter
on twitter