What Aren't Consumers Doing During Super Bowl Sunday?
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As consumers tune into the Super Bowl with their mobile phones by their sides, the ads they see and those they don’t — will influence behavior on both search and social. Adobe Digital Index tracking found that during last year’s game, retail and travel categories saw the largest decline in Facebook post interaction and website visits and revenue, while automotive saw the largest boost.
That was both a function of retail and travel marketers bowing out of the last year’s game and automotive and media-related marketers going all in. This year’s Super Bowl advertisers can benefit by seeing how Facebook post impressions and engagement altered during last year’s game.
Comments, likes, shares, and other interactions on Facebook increased 60% for the automotive category, and 14% for the media category during the 2014 Super Bowl over an average Sunday. Those interactions decreased for retail (-7%) and travel (-2%) categories.
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