Commercials during the Super Bowl don’t just make us laugh or cry—they also make us search. This year, there were more than 7.5 million incremental searches for the brands advertising during the game, which was 40% higher than searches for brands during last year’s game. This searching represents a 7X response rate compared to a typical TV ad, even after normalizing for audience size.1 Second-screen searching—whether it’s to re-engage with the ad, to learn more about the product, or to purchase—is a powerful indication of brand interest. For brands, that means a presence on the big screen isn’t complete without a strategy for the small screen, too.
Source: How the Big Game Played Out on the Second Screen – Think with Google