While more than 100 million viewers tuned in to watch the Super Bowl, this did not lead to a significant drop in app usage, according to a study by Flurry.
With total app usage dropping by only 5 per cent when compared to the week before, “the Super Bowl largely failed to curb customer app usage when compared to normal behaviour”.
Some parts of the event led to reduced app usage – for example Beyonce’s half time show – while others led to increased use – notably a power outage which halted proceedings.
There was also a drop-off in app use toward the end of play, “as the 49ers mounted an intensive, narrowly-missed comeback”.
Flurry noted an increase in app starts during ad breaks, compared with the slight decline witnessed in 2012. This suggests that “while Beyonce was compelling enough to cause viewers to put down their phones, much of the game and many of the ads were not”.
Flurry noted: “this should cause advertisers to question the value of paying a premium for Super Bowl ads when the attention premium they command is eroding.”
With the money spent on Super Bowl advertising paying for “a lot” on mobile, whether in-app advertising, sponsored content, in-app product placement or branded apps, the company advised that “many marketers may benefit from reconsidering their media mixes”.