But what about those uninterested in the game? According to our analysis of self-reported Twitter data, 61 per cent of non-watchers were women (perhaps unsurprisingly as the NFL’s audience traditionally skews male), and they were 128 per cent more likely than the general Twitter population to be tweeting about not watching the Super Bowl. Additionally, nearly two in every five consumers not watching were Millennials.
Well, the Super Bowl happened. Despite not being particularly exciting for anyone other than fans of the Broncos, Beyonce or Bruno Mars, per AdAge, “CBS’ coverage of Sunday night’s comedy of errors now stands as the fifth highest-rated Super Bowl in the last 30 years.” With an average of nearly 119 million viewers, one-third of America tuned in as expected and online conversation around the game dominated social media, generating 20x more mentions than non-Super Bowl-related posts. During the game, peak conversation was around the halftime show and the announcement of Broncos linebacker as the game’s MVP.