Yahoo! Inc. (YHOO) Flurry Data Says Messaging Apps Winners During Super Bowl
Super Bowl XLIX became the most-watched television event with an average of 114.4 million viewers, according to Nielsen. Yahoo! Inc. (NASDAQ:YHOO)’s Flurry data examined app usage activity during the Super Bowl telecast to reveal interesting insights on what engaged users.
Besides the much-exciting New England Patriots and the Seattle Seahawks battle, Katy Perry and her half time extravaganza emerged as the clear winner of viewer attention. Among the commercials, the Budweiser puppy grabbed the most attention more than any other Super Bowl ad.
The recent report by Yahoo’s VP of Marketing Analytics, Jarah Euston, examined the data to understand how the interplay of live telecast and fillers were impacting what viewers do on their smartphones.
The analysis of data suggested that when viewers see something attention-grabbing on the screen, they immediately turn to their devices and apps to discuss what they just saw. A second-by-second analysis of app usage suggested that app activity was increasing by 20% during the spot that follows five minutes after the game ended. For instance, Nick Offerman’s NASCAR commercial ran at 07:10 p.m. and app users were ready to talk about NASCAR and Offerman after the provocative spot. Social activity increased by more than 40% during that spot.
The insights from the analysis also revealed that messaging apps were used more than any other type of app during the game. Nationwide’s ad featuring tragic household accidents failed to grab viewers’ attention much like Bob Costas’ half time recap, as people were busy on their phones during these spots.
Yahoo! Inc. (NASDAQ:YHOO)’s Flurry Analytics tracks 630,000 apps and an average of 7 billion sessions a day worldwide. The index presented in this report was based on the average app session starts of the previous three Sundays in January to define control or normal app usage activity.
As the price of Super Bowl ads continue to climb to as much as $4.5 million for a 30 second spot, Advertisers and content producers are still trying to figure out how to manage consumers’ split interest between screens on their walls and in their hands. The new data allows them to track engagement from their spots in unique ways.
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