Rihanna's Super Bowl Halftime Show Drives Positive Sentiment and Marketing Bonanza

Football fans were treated to a classic Sunday evening as the Kansas City Chiefs edged out the Philadelphia Eagles 38-35 at Super Bowl LVII. The halftime show performed by pop icon Rihanna was also a certified hit, according to social media data pulled together by influencer platform Influential. It's clear that the Super Bowl is more than just a game, it's a marketing bonanza, and this year there were lots of interesting takeaways to note.

The Chiefs and Eagles combined for nearly half of the attention on social, with 25% and 20% respectively, with Quarterbacks Patrick Mahomes and Jalen Hurts combining for 8%. Rihanna, however, was the biggest topic of conversation, garnering 24% of social media attention - almost as much as the Super Bowl champs, and three times more than the QBs.

Compared to the previous year's halftime performance, Rihanna's show drove seven percent higher positive sentiment. People were curious about the singer, with the top Google search during the performance being "Is Rihanna pregnant?", which was later confirmed to be true. Other popular searches included "Rihanna baby", "Super Bowl 2023", "A$AP Rocky" and "Is Rihanna married?".

In terms of turning the all the Super Bowl attention to products and sales, The Farmer's Dog drove more purchase-related discussions on social than any other spot during the game. Apple Music, the sponsor of the Rihanna halftime show, also gained a lot of attention.

The takeaway here is that the Super Bowl can be an effective platform for marketers, as long as the spectacle doesn't overshadow the game itself. Marketers should remain optimistic about the ability for live events like the Super Bowl to attract attention, and that viewers are still interested in the game itself.

Originally reported by Martech: https://martech.org/what-everybody-was-buzzing-about-during-the-super-bowl/
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