Super Bowl Post Mortem: Second Screens and Online Ads

Here’s a rundown of online video advertising numbers and second screen activity related to the Super Bowl.

A study by Century 21, a Super Bowl advertiser, looked at expected second-screen usage for the game. Profiling 3,000 viewers, 36 percent said they will supplement viewing on the second screen. Furthermore, 42 percent said they will check sports apps for up-to-date news and behind-the-scenes commentary, and 52 percent intend to use social media to provide their own commentary. Thirty percent of the 18-54 age demographic intend to tune into multiple screens, compared with 10 percent of the 35-plus group. Twitter’s official numbers: 24.1 million tweets, with Beyoncé stealing the show.

On the TV side, CBS’s sold-out inventory is said to average $3.7 million to $3.8 million per ad. There aren’t official figures on what online video ads run, but last year’s live stream commanded “between the high six figures and low seven figures” per ad. The online numbers could be higher this time around, given the surge in second-screen and live viewing.

Those who shelled out the big bucks for the Big Game can expect to see a 20 percent increase in website traffic for the week following the Super Bowl. With more emphasis on digital marketing, these companies are said to have experienced an increase in traffic before the game as well, since most of the highly anticipated ads are already online.