The Super Bowl And The Social Network

The Super Bowl And The Social Network

Facebook is going to be a Super Bowl marketer's best friend this year as the social network is set to edge out YouTube for ad searching and sharing, VB&P found in results from our third annual Super Bowl survey published in today's Mashable.

“Facebook has been critical to game day and post game marketing for a couple of years now, but for the first time in our study we are seeing the site bypass YouTube and brand sites as the first place Americans search online for ads pre-game,” said Lucy Farey-Jones, partner and head of strategy, VB&P.

Almost one in five (19%) Americans searched for ads before the game in 2011, about double (11%) who did in 2010. Of that group, 48% searched for ads on Facebook, putting the site just ahead of popular video sharing site YouTube, brand sites, and media sources as the lead destination to find ads. As Audi of America’s agency of record and creator of five years’ worth of Super Bowl spots, VB&P is taking advantage of this trend in this year’s game. To learn more, visit Audi’s Facebook page on January 25th.

Facebook will also be the place where Americans share ads. More than a third (36%) of Americans plan to share their favorite ad via social media. Of that group, 87% will share via Facebook, which is more than emailing with a YouTube link (6%) and Twitter (4%).  Theoretically, this means that if 111 million people watched this year’s game, there could be 35 million posts on Facebook about Super Bowl advertising and with the average Facebook user having 130 friends, those collective posts could result in over 4.5 billion incremental impressions. Overall, digital engagement during the Super Bowl has experienced double-digit increases from 2010—2012, proving Americans are increasingly multitasking during the big event.

For more information on the study or to schedule an interview with Lucy Farey-Jones, partner and head of strategy, please contact Meredith Vellines at

Venables Bell & Partners