In this piece, we measure the pulsating excitement surrounding Super Bowl LVIII using Google Trends data to explore its implications for advertising costs during this high-stakes day. Furthermore, we'll dissect the platform nuances to offer insights for advertisers on how to really pop during the big game.
Google Trends Data on Share of Search
Google Trends data continues to be a cornerstone for brands looking to understand relevance and market share [1].
So, diving into this data to figure out when the Super Bowl starts to dominate the nation's collective mind is a smart move—it’s all about tapping into that Super Bowl frenzy, at just the right time.
What's interesting when looking at the Google Trends Data is that the Super Bowl is the most-searched term the day after the Super Bowl—not the day of the big game!
Looking at the Google Trends data, it becomes evident that SB+1 (the day following the Super Bowl) is when the event truly captures the nation's attention, claiming the largest slice of the market share pie. This pattern was a bit muted in 2022, and we're keen to see how this anomaly influences platform advertising costs this year. It’s also worth mentioning that in 2022, the day after the Super Bowl coincided with Valentine's Day, introducing a unique twist to the advertising landscape.
Relationship between Share of Search and Platform Costs
Analyzing more than 9-figures of media spend within Tracer, it’s clear that it is expensive to advertise on digital platforms during the Super Bowl, nevermind a television spot during the gridiron showdown…
When examining data across all platforms, there's a noticeable trend of rising costs during Super Bowl weekend. A fascinating shift emerges when comparing the years 2022 and 2023. In 2022, the Cost Per 1000 Impressions (CPM) reached its zenith on Super Bowl Sunday itself. However, in 2023 the peak shifted to the day following the Super Bowl. This trend is corroborated by Google Trends data. On Super Bowl Sunday 2022, there was a significant increase in search activity on the day of the big game. In contrast, 2023 witnessed a more pronounced surge in searches the day after the Super Bowl (SB+1).
When examining the cost of driving traffic to websites, a consistent pattern is observed in both 2022 and 2023. The Cost Per Link Click (CPC) reaches its highest point on the day following the Super Bowl in each year. Additionally, in both years, the CPC remains relatively elevated even after the Super Bowl. This sustained high cost is likely a result of brands attempting to leverage the momentum and awareness generated from their Super Bowl campaigns to attract visitors to their websites.
Platform Nuances
When looking at platform nuances, we have highlighted those platforms that experienced the most dramatic shifts with respect to the Super Bowl.
X (formerly Twitter)
The instantaneous and interactive nature of X (formerly Twitter) perfectly encapsulates the Super Bowl’s excitement, making it a pivotal platform for exploring the connection between social media trends and one of the globe's most-viewed sporting events. The dramatic surge in CPM on Super Bowl Sunday further underscores the platform's immense popularity on this significant day.
With CPMs soaring by more than 50% in the four days leading up to the event, advertisers should be prepared for heightened expenses when allocating their budgets to X. This spike vividly illustrates the competitive and high-value advertising environment surrounding the Super Bowl, reflecting the platform's crucial role in capturing audience attention on the day.
Beyond Super Bowl Sunday, advertisers using platform X should brace for extended higher costs, reflecting the Super Bowl's 'long tail effect' on site traffic and ad expenses. This trend aligns with Benet's insights on Google Trends as predictors of market shifts, emphasizing the enduring impact of the Super Bowl on advertising costs. The pronounced CPM spike on X not only peaks on game day but also persists, highlighting the Super Bowl's lasting influence on digital advertising beyond the event itself.
Tiktok
2023 was a standout year for TikTok with relation to the Super Bowl with spending on TikTok ads increasing 3x compared to the previous year. This jump is exactly why we're honing in on TikTok's performance for 2023, putting a spotlight on the rising star in the Super Bowl's digital ad game.
The CPMs on TikTok interestingly mirror the patterns seen in Google Trends data, peaking the day after the Super Bowl (SB+1). This trend showcases a striking 18% increase from Super Bowl Sunday to SB+1. Such a significant jump underscores how advertisers strategically attempt to capitalize on the Super Bowl's momentum. This post-event surge in CPM highlights the advertisers' efforts to piggyback on the heightened audience engagement and visibility generated by the Super Bowl, suggesting a clever move might be to shift some budget to the day before to maximize impressions.
CPC trends on TikTok echo a similar pattern to CPM, but with even more dramatic effects. The day following the Super Bowl witnesses a substantial surge in costs for advertisers aiming to drive traffic to their websites. This surge in costs on SB+1 highlights the significant impact of the Super Bowl on digital advertising, particularly in the context of cost-effectiveness for site traffic acquisition.
Concluding Thoughts
As we wrap up our dive into the Super Bowl's digital impact, it's evident that this event is more than a game—it's a cornerstone for advertisers, marrying sports and marketing in a global spectacle.
Our analysis through Google Trends and platform metrics reveals key insights into how brands can leverage this moment, offering a playbook for maximizing engagement and visibility.
As we look ahead, we're poised to navigate the Super Bowl's advertising landscape more effectively, ensuring our strategies resonate beyond the game day. Here's to turning insights into action, and setting up for a winning performance in the advertising arena!