Part of the benefit of offering a smarter way to buy and sell advertising within email newsletters and alerts is that we have insight into how people interact with those emails. In a world of second screens (and a world where email is the most popular activity on mobile), we have the privilege of monitoring certain consumer sentiments and reactions in real time. And one of our favorite insights happened during the Super Bowl.
To give context, people are on their phones and checking email when they are not paying attention to the event at hand. Our activity goes up during these moments. Conversely, when people are engaged with the event at hand, our traffic goes down.
Between our outposts in New York, Austin, Detroit, heck, even the UK, we’re lousy with New England Patriots fans, so maybe our prediction was a little skewed. We expected the most engaged moments across our platform to be during pivotal moments in the game. But, it turns out, this was not the case. The moment where people were the most engaged with the Super Bowl? Katy Perry’s performance, specifically as she ascended to the sky. That’s when people were paying the most attention to the broadcast and ignoring their phone! Here’s our data:
During the game, there was an average of 50,000 impressions per minute. The lowest impressions were during Katy Perry’s performance (specifically, at 8:18 EST, when she ascended to the sky with sharks, or some combination thereof). During this time, it was 31,858 impressions per minute, 36.3% lower than the average impressions per minute.
Interestingly, the traffic peaked again at 8:35, right before the second half kickoff.
Once the second half started, people went back to their phones and checking their email.