Superbowl is a major event in the calendar for many reasons. Obviously, it is the main event in the football calendar and the culmination of a full season’s games but it is also an excuse for singers, musicians, and other stars to get together on stage. Advertisers aren’t left out of the fun and games either as many vie to produce the most popular and the most effective of ads shown during the game. Figures released by Google show massive increases in the number of ad related searches during the game, with the biggest gains coming from mobile device users.
Living Up To The Pre-Match Hype
Some sources have said that the advertising failed to live up to hype. Many had predicted that there would be a bumper rise in social networking and social media type tools involved in the advertising and while their existence was certainly noticeable, a lot of analysts do not believe that there was enough to warrant the pre-match hype.
Google Data
However, not all data agrees with this. Google, as the biggest search engine in the world by some considerable distance, releases figures that are generally considered to be among the most important metrics there is. And, according to the search giant, 41% of all searches made during the game that related to the ads shown were made on mobile devices like smartphones. Searches on every type of device from desktop to tablet and from mobile to smartphone rose compared to pre-match search volume too.
Increases
Desktop devices saw the lowest rise, in terms of gains, although there were still twice as many searches conducted on desktops compared to before the game. There was a very impressive 970% rise on tablet devices and a staggering 2700% rise in smartphones. Looking at it logically, of course, this rise is understandable as most viewers would have easy access to a mobile phone even while watching the ads.
Not All Advertisers Got It Right
Some experts have said that while the ads clearly worked, some advertisers still don’t get the crossover between television and online searches. QR codes, for example, may have their uses in print media because the code stays around longer but on TV ads they are largely useless and unused.
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