With more than 96 million people expected to watch the Super Bowl LVI Feb. 13, we decided to track mentions in posts across social platforms leading up to the big game. The period tracked was 1/1/22-1/26/22. In addition, we asked Shareablee to exclude sports brands and sports media accounts.
Actions, or consumer engagement, increased 9.6 percent year-over-year, according to Shareablee data provided exclusively to PRNEWS.
Actions is the sum of likes, shares and comments.
Comments increased 28.5 percent, while shares and retweets rose 47.6 percent. Cross-platform video views jumped some 271 percent year over year.
Based on this data alone, it appears America is getting back to normal, at least in terms of devouring sports and sports-related content. Since teams for the game weren't finalized until Jan. 30, the top social post in our charts was about the halftime entertainment, as you will see below.
Pepsi Tops the Charts
Pepsi topped the lists on Instagram and Facebook, though it was more efficient on the latter platform, averaging 41K actions on its Instagram content versus almost twice that much on its Facebook posts.
The brand came in at number two on Twitter, behind XXL Magazine, whose sole post garnered 61K actions. The post was an embedded video trailer for the Pepsi halftime show. It featured performers Dr. Dre, Eminem, Kendrick Lamar, Snoop Dogg and Mary J. Blige.
As the graph below shows, the trailer caused a spike in likes on content mentioning the Super Bowl. The January 20 peak was the result of Pepsi's halftime show trailer release, notes Madison Busick, an analyst at Shareablee.
