At the speed of … Twitter?

#Superbowl tweets per second. Photo courtesy of Twitter.

Twitter had its Super (Bowl) moment last Sunday.

According to the microblogging site, a sporting-event record 4,064 Tweets per second were sent during the waning moments of the Green Bay Packers’ late victory. That mark toppled the previous record of 3,283 Tweets per second, set during the 2010 World Cup match between Denmark and Japan. (Japan, by the way, seemingly has a vise grip on the all-time record, which it set just after New Year’s Eve this year with an astounding 6,939 Tweets per second.)

The catalog of other information provided offers a glimpse into the interests of the “normal” Super Bowl viewer, among other things. The second-largest peak in Tweets didn’t coincide with a Greg Jennings catch or Ben Roethlisberger touchdown. Rather, it came during Usher’s unannounced appearance in the game’s halftime show (see above chart). The Super Bowl’s viewership obviously had its share of football-crazed legions, but that bit of Twitter information shows the game wouldn’t have reached its record highs without a number of casual, I-watch-it-for-the-commercials viewers.

The advent of Twitter and Facebook, as we know, also offers marketers and research firms a world of information on public responses to countless topics. It was no more obvious than during Super Sunday. From Twitter:

So which commercials and brands were people talking about most during the game? Doritos, whose “Pug Attack” commercial was a popular favorite, was this year’s champion. Audi and Pepsi took a close second and third, followed by Chevy, Coca-Cola and Groupon.

The hope of such companies, according to the San Francisco Chronicle, is to develop long-lasting relationships with customers. Some are enlisting the help of customers in creating the ads themselves. Others are using hashtag campaigns that make participants eligible for cool product-related prizes. A small number are even creating commercials whose entire premises depend entirely on the use of Twitter and Facebook.

It has to be an exciting time for marketers, who can gauge almost instantaneously reactions to their newly minted products. Will we ever see the complete eradication of “dud” ads? I doubt it, but social-networking sites have them headed in the right direction.

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One Response to At the speed of … Twitter?

  1. Pingback: Week 3 Blog Review: Operation Tweet | Media Frontiers

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