Millennial Media's Mobile Bowl
On February 3rd, 2013, Super Bowl XLVII became one of the most viewed television events in the US. Many viewers were watching with a mobile device in hand. Whether they were using social apps to keep a running
commentary, looking up statistics to solve arguments, or checking out mobile content during downtimes, Super Bowl viewers across the US stayed engaged with their mobile devices during the big game.
Connected device traffic on the Millennial Media Platform: 1) Smartphones - 87%; 2) Tablets - 13%.
Top-line social traffic related to game events (Baltimore fans)
- Pre-game: 1) 6:10 EST - Ravens introduced; 2) 6:24 EST - Ravens fans yell "O" during National Anthem.
- 1st quarter. 6:31 EST - Ravens fans focus as game begins.
- 2nd quarter. 7:21 EST - Ravens touchdown.
- Half time. While overall traffic on our platform dropped during halftime, the applications that Ravens fans most often turned to during this period were Games, Communications, and Social applications on their mobile
- 3rd quarter. Blackout. 9:44 EST - 49ers field goal at end of third quarter.
- 4th quarter: 1) 10:11 EST - Ravens interception; 2) 10:19 EST - Ravens are sacked; 3) 10:45 EST - national traffic spikes after Ravens win the Super Bowl.
Top-line social traffic related to game events (San-Francisco fans)
- Pre-game. 6:28 EST - Ravens win coin toss.
- 1st quarter. 6:54 EST - social silence as 49ers drive converts to a field goal.
- 2nd quarter: 1) Of our mobile audiences, Casual Gamers were the most likely to look to mobile devices during commercials, followed by social influences and music fans; 2) 7:48 EST - 49ers fans stunned at Raven's
- Half time, 3rd quarter, blackout. During the blackout: 1) Traffic on our platforms spiked 13%; 2) Health & fitness app impressions grew 53%; 3) Impressions from avid shoppers grew by 30%; 4) 9:24 EST - 49ers
touchdown; 5) 49ers fans sent the most text messages during the third quarter after their team scored a total of 17 points.
- 4th quarter: 1) 10:13 EST - 49ers win first down challenge; 2) 10:33 EST - Ravens turnover.
Top 10 audiences accessing sports content during halftime (Baltimore fans)
- #1 Sports fans.
- #2 Social influencers.
- #3 Music fans.
- #4 Gadget geeks.
- #5 Vacationers.
- #6 Avid shoppers.
- #7 College students.
- #8 Tradesmen.
- #9 Fashionistas.
- #10 Foodies.
Content most often accessed during Super Bowl (San-Francisco fans)
- #1 Games.
- #2 Entertainment.
- #3 Communications.
- #4 Social.
- #5 Productivity & tools.
- #6 Music & audio.
- #7 Shopping & retail.
- #8 Media & video.
- #9 News.
- #10 Sports.
Tablet users peaked post-game to 20% of total traffic
- After the Super Bowl ended, overall traffic on our platform spiked, especially in social applications and on tablet devices. Post-game, fans most often turned to Social Communications, and Entertainment applications.
Millennial Media - The Mobile Advertising & Data Platfrom | www.millennialmedia.com | Source: Millenial Media, 2013.