SOURCE: Fetch

Fetch

February 08, 2016 14:47 ET

Mobile Usage Peaked at Super Bowl 50 Half Time Show, Usage Drops 36% in the Hour Preceding Super Bowl 50 Kick-Off

As Expected, Colorado Locals Take to Their Mobile Device 25% More in Victory, Than Their North Carolina Counterparts Did in Defeat - Mobile Video Content Performs 51% Better During Post-Game

NEW YORK, NY--(Marketwired - Feb 8, 2016) -  Fetch, the global mobile-first agency and part of the Dentsu Aegis Network, today issued the results of the Super Bowl 50 FetchMe report. Fetch analyzed how people interacted and engaged with their mobile devices during pre, post and during Game Day and half time show. FetchMe is a proprietary mobile data insights tool that collects and 500 million mobile media interactions in the United States every month. Fetch analyses data on Sunday 7th February, between the hours of 1pm-10:00pm San Francisco local time.

The findings show how people were interacting with their mobile devices throughout the day. The hour preceding the match was effectively a 'dead zone' for mobile usage and mobile advertising, whilst immediately after kick off there were huge spikes in mobile activity. Basic ad formats (banner ads, social ads etc.) during the game are 35% more effective during the game compared to mobile video ads.

Key findings from the FetchMe Super Bowl 50 Report:

Total US usage - drops pre-game and picks up during the match

  • Total mobile usage dropped by 36% in the hour before Super Bowl kick off, compared to levels earlier in the day, as users prepared for the game
  • From kick-off, total usage increased by 47% back to 1pm levels, as users made the most of multiscreen opportunities such as TV downloading apps after an advertisement, tweeting, or posting on social platforms
  • Usage remained high throughout the game, before slumping 29% an hour after full-time
  • Throughout the game mobile responsiveness (how people responded to mobile advertising) fell by 10% compared with pre-game levels. It rose again just after the game finished, only to slump massively one hour after the game finished

Colorado vs North Carolina - Colorado celebrated their victory over mobile while a post-match slump was noted in North Carolina

  • During pre-game build-up, North Carolina had higher usage between 1.5 to 3 hours before the game. North Carolina was 31% more mobile engaged than Colorado pre-match.
  • North Colorado showed higher mobile usage between that period and actual kick off. Both areas saw mobile usage peak at 17:30, during the half time show. Colorado and North Carolina had respective engagement 41% and 45% higher during half time show than their average during the game.
  • Unlike their strong start in the game, Colorado had a slow build in mobile usage. Mobile usage was 15% higher in Colorado than North Carolina up until 3:45
  • Usage remained high throughout the game, then peaked late into the evening as fans celebrated post-game. 8pm PST saw peak usage in Colorado was 60% higher than average game time levels)
  • Colorado mobile usage was 25% higher than North Carolina post-game

California vs New York - New York attention span waned towards the end of the match

  • The relative time differences made a big difference. We saw pre-game usage in New York was much higher (it coincided with peak usage times in that region).
  • In fact, New York mobile usage was 31% higher than California's in pre-game, as well as during the half time show where again New York mobile usage was 18% higher than the West Coast.
  • Once the game started, usage levels are relatively even in both states as we can see that the impact of the big game stretched from coast to coast
  • Californians used their mobiles well into the post-game period, whilst the late hours impacted New York mobile usage. California usage in the two hours directly after the game was 25% higher than in New York. This is especially significant in the second hour post-game as this number goes up by another 45%.

Marketers would be wise to invest in mobile advertising only in the period during and post-game when audiences are much more responsive to advertisements. Users are most engaged with the TV during half time, rather than throughout the game.

  • Pre-game and during the start of the game was when most users were consuming basic mobile content (e.g. clicking on a banner or responding to social media ads)
  • Users were 51% more likely to be consuming mobile video content during post-game, compared to the pre-game hours

"It is rare to have such a sudden drop in mobile volume in such a short time period, but Super Bowl 50 was certainly a unique event," said Dan Wilson, Head of Data at Fetch. "This drop off is likely to be an effect of Super Bowl buildup; either through focus on anthems and performers, or through the users focusing on travelling to their preferred party spot. Our analysis has shown that if advertisers in mobile are going to invest during the Super Bowl, it is worth focusing on during and post-game rather than the hours before the match or half-time when users are messaging on social media, but not as engaged with advertisements."

About FetchMe:
FetchMe is a proprietary mobile data insights tool that collects 500 million mobile media interactions in United States every month. It collects over a billion media interactions per month across 100 countries. For this particular analysis Fetch analysed the specific paid, owned and earned interactions in the United States on Sunday 7th Feb to isolate the changes in this behavior related to the Super Bowl 50. This meant that in the region of 60,000 media interactions between paid, owned and earned channels in US were analyzed on Sunday 7th February, between the hours of 1pm-10:00pm San Francisco local time.

About Fetch:
Fetch is an award-winning global mobile-first agency with offices in London, New York, San Francisco, Berlin and Hong Kong. It is part of the Dentsu Aegis Network, which is innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services.

Fetch provides its clients with expertise in all areas of mobile marketing including mobile strategy, mobile creative, mobile media planning and buying, tracking and analysis. Fetch's work for Hotels.com. Expedia and eBay have won recent accolades including gold from Mobile Mafia Awards. Mobile Marketer voted Fetch 'Mobile Agency Of The Year'. It's also the fastest growing mobile marketing agency in Europe, ranked No.3 in the Media Momentum Awards 2014 which celebrates the Top 50 Growing Digital Businesses in Europe, and won Fastest Earnings Grower of the Year. Fetch was also listed in The Sunday Times Tech Track 100 as 'One to Watch'.

Fetch was also named Mobile Entertainment's Marketing Agency of the Year for three consecutive years (2011, 2012, and 2013). Clients include eBay, Hotels.com, Expedia and Uber.

Contact Information

  • Media Contact:
    Christina Higham
    Marketing Manager, Fetch
    Email Contact
    415 523 0350 ext. 100