For the second year in a row, the Super Bowl with 162.9 million people watching has set a record for American television viewing. Not only was this year’s game the most-watched television event in history, but it also broke a Twitter record with 4,064 tweets per second during the final moments of the game. That’s a whopping 243,840 tweets per minute!
Twitter is the new online water cooler that plays a huge role in promoting events and television premieres as well as keeping people tuned in. Advertisers now have a real opportunity to engage their viewers during live TV and retain them for future television events as they turn to the second screen to express their likes or frustrations. Super Bowl advertiser, CareerBuilder, leveraged organically trending topics by incorporating popular hashtag #brandbowl into their promoted tweets in order to increase visibility and buzz around their commercial.
Last month, eMarketer released a study that predicted 14% of Internet users (32,466,000) in the US would post updates and/or photos about the game on social networks, including Twitter, this year. Those who consume online media rather than create it, spent Super Bowl Sunday monitoring stats or news related to the game, watching the ads, visiting Websites of Super Bowl advertisers, researching past Super Bowl games, and buying game memorabilia.