Super Bowl 50 is between the Carolina Panthers and Denver Broncos with a halftime show featuring Cold Play.
If Twitter volumes were an indicator of chances of winning, then the Denver Broncos are by far the Canadian favourite, according to data from IPG Mediabrands. Up until January 31, there were 49,000 Super Bowl related tweets in Canada in 2016, of which approximately 3,600 tweets were about the Broncos versus 3,000 tweets about the Panthers.
“Canadians appear to be pulling for Peyton Manning and the Broncos in what will likely be his final season of football,” said Loraine Cordery, Insights Manager for IPG Mediabrands. “That being said, most Canadians actually care more about the halftime show. They’ll monitor everything very closely and take to Twitter to share their views on the winners and losers.”
Since Coldplay was announced as the headlining act, there have been nearly 3,000 tweets referencing Coldplay and the Super Bowl. Last year, there were 11,700 tweets on Super Bowl Sunday about Katy Perry.
“Even without Katy Perry, we believe that Super Bowl 50 will be the most-watched TV program in Canada this year,” added Cordery. “There were 34 per cent more viewers for her halftime show. We’ll see if the addition of Beyoncé and Bruno Mars will help Coldplay surpass those numbers.”
There were 28 ad breaks throughout Super Bowl 49 meaning that those who watched the whole game saw 150 ads. In the four minutes before halftime the average minute audience was 8 million (+11%) and in the four minutes after halftime was 8.4 million (+16%).
Super Bowl 50 is set to be the last year that Canadian advertisers can invest in Super Bowl spots. The CRTC ruling means that from 2017 onwards, Canadian broadcasters will be showing exactly the same spots as in America.
The IPG Mediabrands Super Bowl Study sourced data from Numeris and Sysomos.