Super Bowl Sets Record For Conversation On Facebook

There was plenty to talk about during last night’s Super Bowl. From commercials ranging from uplifting to morose, to a kitschy Katy Perry halftime show, to the Seahawks’ head-scratching decision to pass when the whole world expected a beast-mode run.

Much of that conversation — at least the online part — took place on Facebook. The social network reported that 65 million people world-wide created 265 million posts, comments and likes about the game. The 265 million interactions was a Facebook record for any Super Bowl.

By comparison, in last summer’s World Cup Final between Germany and Argentina, 88 million people generated 280 million interactions. The Super Bowl audience, therefore, generated an average of one more interaction, 4 to 3, than the World Cup audience. Of course, the Super Bowl audience was also overwhelmingly American with 55 million being from the U.S.

The Facebook crowd was most active at the end of the game, with 1.3 million people per minute talking Super Bowl during the final moments of the Patriots’ 28-24 victory.

The Facebook data team produced a video to show how the interactions played out during the evening:

Top Social Moments On Facebook

1. New England Patriots win Super Bowl XLIX (1.36 million people-per-minute)
2. Katy Perry’s “Firework” finale at halftime (1.02 million people-per-minute)
3. Russell Wilson TD pass to Doug Baldwin gives Seattle 24-14 lead in the third quarter (701,000 people-per-minute)
4. Malcolm Butler’s game-deciding interception on the goal line with less than 30 seconds remaining (676,000 people-per-minute)
5. Jermaine Kearse’s catch late in the fourth quarter to set up a dramatic finish (656,000 people-per-minute)

Top States & Countries

Facebook reported that 55 million people in the U.S were talking about about the Super Bowl on the network, with the most active conversation in these states:

1. New Hampshire
2. Rhode Island
3. Maine
4. Massachusetts
5. Washington

And the top five most active countries:

1. United States
2. Canada
3. Mexico
4. Australia
5. Ireland

Most Mentioned Players

Patriots’ cornerback Malcolm Butler’s game-saving interception was one of the top moments. These five players received the most mentions:

1. Tom Brady
2. Marshawn Lynch
3. Russell Wilson
4. Rob Gronkowski
5. Malcolm Butler

Top Five Demographics

Facebook released the demographic groups most represented in the Super Bowl conversation:

1. Women 25-34
2. Women 35-44
3. Women 18-24
4. Men 25-34
5. Men 18-24

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Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

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