Pity the Super Bowl advertisers that didn’t take full advantage of mobile search this year. According to Google, 82 percent of TV ad-driven searches during the Super Bowl happened on smartphones. That’s a 12-point jump from last year, when 70 percent of Super Bowl ad-related searches across Google and YouTube derived from phones.
During this year’s game, just 11 percent of searches related to ads aired during the big game happened on desktop/laptop, and seven percent occurred on tablets.
Overall, the ads drove more than 7.5 million incremental searches during the Broncos-Panthers game, according to Google. That’s 40 percent higher than the lift last year’s Super Bowl advertisers saw in search.
Searches driven by Super Bowl TV ads were at their highest levels during the first two quarters of this year’s match-up. Ads-related searches fell in the second half of the game, in which the score remained relatively tight. Google says this trend reflects what happened during last year’s close game.
That contrasts with 2014, when audiences seemingly grew bored when the Seahawks dominated the Broncos, winning 43–8, and searches for ad content rose in the second half of the game.
Looking at the incremental lift Super Bowl advertisers received in brand-related searches on across Google and YouTube, Audi came out on top with its “Commander” ad. In fact, automotive brands dominated the chart. Four of the top five ads driving lift in brand search were from automotive manufacturers: Audi, Acura, Honda and Kia. Universal Studios’ ad for the new Jason Bourne movie rounded out the top five.
Google also released a set of Google Trends data related to the Super Bowl. While the Broncos dominated the Panthers in search most days leading up to the big game, Carolina actually held sway throughout most of the actual game — that is, until the Broncos walked away with the win.