The new MVP of Superbowl Sunday is the second screen, and music is a huge part of that experience. Fans everywhere are soundtracking the big game. From pre-game party playlists to game-time streaming to post-game jams, listeners across the country turn to Spotify to provide the musical backdrop for their Super Bowl Sunday.
Here’s last year’s replay:
- According to eMarketer, almost one third of the Super Bowl audience used social media while watching the game.
- Listeners created over 21,000 Super Bowl playlists on Spotify.
- Game-day listening took place on desktop 18% more than regular listening.
- 62% of listeners were men, and they were 215% more likely to be 35-44 years old.
We know that they will be listening, but it’s also pretty easy to predict what they’ll be listening to. Major artists who perform during the Super Bowl halftime show see a mammoth bump in their audience. Last year, Missy Elliott’s plays went up 676%, Lenny Kravitz’s spiked 103%. Even Katy Perry — who was already the most streamed female artist of 2014— saw an 85% bump in streams. This year, Coldplay takes the stage and music fans everywhere will be tuned in.
The big screen influences smaller screens during commercial breaks as well as halftime. Last year, “Show Me Love” by Hundred Waters averaged just over 1,000 streams each day in the week leading up to the Super Bowl. That number jumped 5,454% to 56,551 streams after the song was featured in Coca-Cola’s #MakeItHappy commercial on Super Bowl Sunday.
The traditional television commercial is only half of the Super Bowl story. Reach out to us for more information how how to engage your audience on the biggest Sunday of the year.
Sources: eMarketer, Internal Data