Even though more than 100 million viewers tuned in to watch the Super Bowl, that didn’t lead to a significant drop in app usage, according to a study by Flurry. In fact, the total app usage dropped by only 5% when compared to the week before.
To be fair, some parts of the event led to reduced app usage, like Beyonce’s half time show and 49ers narrowly-missed comeback, while others led to increased use, notably a power outage which halted proceedings.
Flurry noted an increase in app starts during ad breaks, compared with the slight decline witnessed in 2012. The company therefore concluded that advertisers are better off investing in mobile marketing than in over-priced Super Bowl ads. Here’s what they said: “This should cause advertisers to question the value of paying a premium for Super Bowl ads when the attention premium they command is eroding,” adding that “many marketers may benefit from reconsidering their media mixes”.
Overall, there was a 19% increase in app usage between the 2012 event and the 2013 Super Bowl.