We huddled with our data science team to find the top 7 advertising takeaways from the Big Game. Read on for advertiser game time stats including when most advertiser conversions happened, the top performing advertiser category, and more!
1. People woke up early on game day
On Sunday, we saw clicks and conversions start to pick up around 8am, and peak at 10am-11am. The clicks and conversions consistently decreased through the afternoon as the game (and preparations for it) came closer. There was a sharp drop at 6pm.
2. People checked their phones and email during the half time show
The clicks remained low through the first 2 hours of the game until 8pm, around when the halftime show started. Then, we saw a brief spike around 9pm in clicks and conversions. After 10pm, the clicks dropped again.
3. Political campaigns and pet ads converted best the days before game day
The ad categories ‘Law, Govt. & Politics’ and ‘Pets’ converted the best on Friday and Saturday (i.e. days before The Big Game). They had a 15x and 4x higher conversion rate respectively as compared to typical ads. The ad categories ‘Technology and Computing’ and ‘Education’ converted the worst on Friday and Saturday, with 10x lower conversion rate as compared to typical ads.
4. Auto ads pay off on game day
The ad category ‘Automotive’ performed the best on Sunday with 3x higher CTR and 2x higher conversion rate.
5. No one wants to think about work on game day
The ad category ‘Business’ performed the worst on Sunday with 30% lower CTR and 70% lower conversion rate.
6. People got burned out on sports prior to the Big Game
The newsletter category ‘Science’ performed the best on Friday and Saturday (i.e. days before game day) with 2x higher CTR and 2x higher conversion rate compared to average. The newsletter category ‘Travel’ performed the worst on Friday and Saturday with 25% lower CTR and 40% lower conversion rate.
7. Personal Finance performed best on Sunday
The newsletter category ‘Personal Finance’ performed the best on Sunday, with 2x higher CTR and 3x higher conversion rate as compared to average. The newsletter categories ‘Careers’ and ‘Real Estate’ performed the worst on Sunday with 2x lower CTR.