5 Super Bowl Digital Marketing Stats That Will Grab Your Attention

Stranger Things, lucky Eggo and social causes reign supreme

The Netflix show, Stranger Things, was extremely buzzy during the Big Game.
Headshot of Christopher Heine

The stats from Super Bowl LI —which saw the New England Patriots overcome a 25-point, second-half deficit to stun the Atlanta Falcons in overtime, 34-28—are flowing in. Here are a handful from the digital marketing realm that have really jumped out so far from Amobee Brand Intelligence.

  1. From midnight until 7 a.m. today, according to Amobee, Big Game advertisers that aired a social-causes-minded message averaged 275 percent more online chatter compared to Sunday. Per the data company, the brands that were the recipients of such buzz included Budweiser, 84 Lumber, Audi, Expedia, Coke, Airbnb and Kia. It will be interesting to learn how much buzz will positively or negatively impact the companies, as some politically conservative viewers have been calling on consumers to boycott brands like Budweiser.
  2. Pennsylvania-based 84 Lumber, with its long-form immigration ad, this morning got a 1,180 percent jump in digital mentions, said Amobee, which measures brand mentions across social networks and essentially the entire web. While 84 Lumber’s website crashed, only 7 percent of the chatter entailed the word “crashed,” according to Amobee.
  3. More specifically, Amobee found, Netflix show Stranger Things had a huge night. Its surprise Big Game spot revealed the premiere date for Season 2 will be on Halloween, and it got 307,000 tweets on Twitter from 6:30 p.m. to 11:30 p.m. E.T. in reaction to the news.
  4. What’s more, Stranger Things should have no bigger fans than marketers for Eggo. With brands paying $5 million for a 30-second spot, Eggo got six seconds of gratis advertising when the show opened its Big Game spot with footage of a retro ad for the frozen waffles, which is the favorite foods of perhaps the show’s most recognizable character.
  5. And, since the Netflix spot aired, up until 7 a.m. this morning, there had been 17,800 tweets about Eggo, creating nearly 18 times the amount of digital content for the brand compared to Saturday.

@Chris_Heine Christopher Heine is a New York-based editor and writer.