Fetch, which can analyze more than 1 billion global mobile interactions a month, offered Adweek a look at how consumers used smartphones and tablets during Super Bowl LI.
Here are six data points we found particularly intriguing from the mobile agency:
- Mobile usage in the hours before the Big Game was, on average, between a 7 percent and 10 percent higher than on previous Sundays.
- Between 6:30 p.m. and 6:45 p.m. ET, mobile usage dropped nearly 10 percent in relation to what Fetch had seen on previous Sundays.
- A few minutes into the game, mobile usage jumped almost 30 percent and stayed at that level throughout the first half.
- The beginning of the second half was the peak time for mobile, as viewers were evidently amazed by Lady Gaga’s Pepsi-sponsored halftime show. Smartphone and tablet usage rose by about 32 percent, as viewers were posting on social media and texting about the performance.
- The remainder of regulation time—the game went into overtime for the first time in Super Bowl history—saw an increase between 10 percent and 20 percent.
- In overtime, when New England ultimately defeated Atlanta, 34-28, mobile usage fell off fourth-quarter levels by 15 percent.
“[The Super Bowl] is an opportunity for brands to place themselves in the center of the cultural moments users already care about such as Lady Gaga’s halftime performance,” said Guillaume Lelait, evp and U.S. managing director at Fetch.