Based on record playoff audience numbers combined with growing social media mentions, Adobe is predicting this year’s Super Bowl to draw the largest US television audience of all time and be, “the most mobile Super Bowl ever.”
According to Adobe Digital Index (ADI) analysis, the company claims Super Bowl advertisers can expect a 60 percent increase in mobile traffic on game day, with a third of web site visits happening on a mobile device.
From Adobe’s report:
More than 50 percent of viewers will have a smartphone in their hands at some point during the Super Bowl. One in three of them will be using the phone to chat on social media.
Adobe’s numbers show Super Bowl ad investments are already paying off in terms of social media mentions, with Super Bowl advertisers surpassing their competitors in online buzz the week after playoffs.
Adobe also reports Chevrolet, Pepsi, Audi, Snickers and Kia are leading for Super Bowl advertisers with the most social media activity, noting Pepsi’s Grammy television ad pushed the brand beyond Coca-Cola’s number for the first time in weeks.
Not only did Adobe measure Super Bowl advertiser numbers, the research also included social media calculations for both Super Bowl teams and quarterbacks, with Denver Broncos and Peyton Manning winning the most social mentions.
Based on previous ADI reports, Adobe says social media activity is an accurate predictor of television viewership, claiming, “Viewership for this year’s event should be sky-high.”