Super Bowl LIII wins the Americas but ‘soccer’ still the main event in Africa and parts of Asia

The Super Bowl is one of the globe’s biggest sports events for brands with 160 million viewers, but how does that translate to social interest around the world? 

Super Bowl LIII wins the Americas but ‘soccer’ still the main event in Africa and parts of Asia

78% of buzz for the Super Bowl comes from the US despite its growing international appeal. Comparing the Super Bowl to other key sports events this weekend, Man City vs. Arsenal drew particular interest in Africa, the Middle East and Asia.  In the UK, both the Super Bowl and Arsenal vs. Man City interestingly drowned out England’s win against Ireland in the Six Nations.

Super Bowl’s broader audience as a cultural event is revealed in its gender and interest splits across family, music, celebrities and entertainment.

OMD clients Pepsi, Mercedes-Benz and Disney feature in the most associated Super Bowl brands

The Super Bowl is known as being particularly fertile ground for entertainment properties with Avengers: End Game, Sponge Bob, Fortnite and Injustice: Gods Among Us all generating interest through ads. However, this year Pepsi’s half time sponsorship and Mercedes Benz stadium sponsorship sees them associated.

Of all branded content distributed on video channels, Amazon’s Not Everything Makes the Cut generated the most views. However engagement rates were under 0.1x for the most viewed ads, with significant spend by brands driving the top viewed ads.

When we look at it in terms of most engaged branded content, gaming leads the way with Microsoft Xbox and EA Sport both featuring. Fashion brands such as Pretty Little Thing and Nine Line Apparel’s anti-Kaepernick content drove engagement; both negative and positive.

In terms of most talked about celebrities, #ImWithKap saw Colin Kaepernick gained support a social media awareness campaign to raise money for the Know Your Rights Camp. Maroon 5’s Adam Levine’s performance also generating interest.

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