By the numbers: Social media, Super Bowl
February, 4, 2013
By Maria Burns Ortiz | Special to ESPN.com
Super Bowl XLVII was a social media success. What else do you expect when you combine one of the most social events of year with an artist who previously set a tweets-per-second record and a 34-minute blackout ?
Here’s a look at some of the findings:
More than 24.1 million tweets were sent during the Super Bowl, compared to 13.7 million in 2012. In fact, last year’s mark was already toppled early in the second half.
Twitter hasn’t yet released the peak tweets-per-second sent during Super Bowl XLVII, but the game have may set a new record for a sporting event. Beyonce’s halftime performance generated 268,000 tweets-per-minute. The final game of the 2012 Euro tournament -- which set a tweets-per-second record of 15,000 -- peaked at 267,200 tweets-per-minute.
Almost a third of all social media conversation (32 percent) surrounding the NFL’s biggest night centered on Beyonce, according to Networked Insights. That was almost as much as the Ravens (21 percent) and 49ers (17 percent) combined.
Ravens coach John Harbaugh had twice as many Twitter mentions as San Francisco coach/brother Jim Harbaugh, according to Salesforce Marketing Cloud. It was a dramatic reversal from the days leading up to Super Bowl XLVII when Jim Harbaugh garnered three times more social media mentions than John.
That’s a dramatic departure from what Facebook saw going on with status updates. Facebook found that Jim Harbaugh received 98 percent more mentions in posts and comments than his brother on the opposing sideline.
Ravens quarterback Joe Flacco might have won MVP, but retiring linebacker Ray Lewis dominated the social media discussion. Crimson Hexagon found Lewis single-handedly accounted for a third as many tweets as either team. Lewis had almost three times more mentions than any other player, according to Salesforce Marketing Cloud.
Another Super Bowl social media winner was Instagram. Not only did Oreo score big on the site, but more than 3 million users posted photos with Super Bowl-related captions.
Baltimore bested San Francisco 60 percent to 40 percent for team-specific social media mentions, according to Sysomos.
Social Guide Intelligence measured 26.1 million tweets around the Super Bowl. For comparison, that’s almost as many as the company measured for all three presidential debates combined.
As for the power failure, the blackout generated the night's most tweeted about moment that didn't involve Beyonce, generating 231,500 posts per minute.