2022年超级碗报告（英）-21页_3mb

Conviva's 2022 Super Bowl Summary

Core Content

Conviva's 2022 Super Bowl report provides insights into streaming and social media engagement during the event, highlighting trends in viewer behavior and team performance across various platforms. The report focuses on how the Cincinnati Bengals and Los Angeles Rams fared in terms of streaming and social media engagement, as well as the broader market and device usage data.

Main Highlights

• Streaming Engagement:

  • Viewers spent an average of 132 minutes per unique device watching the Super Bowl in 2022, which is 23 minutes more than in 2021.
  • Halftime show significantly boosted streaming viewership, with an 13.4% increase in average minute audience compared to game time.
  • The peak in concurrent viewership occurred at 8:24 PM during the halftime show.

• Device Usage:

  • 78.4% of viewers watched the game on a television, including connected TVs, smart TVs, and gaming consoles.
  • Roku led in connected TV viewing with 36.3% of the share, followed by Samsung TV (12.8%) and Amazon Fire TV.
  • Mobile phones accounted for 13.9%, desktops for 5.4%, and tablets for 2%.

• Social Media Performance:

  • Instagram remained the top platform for social engagement for the fourth consecutive year.
  • Twitter showed consistent growth, with a 30% share over the four years measured.
  • TikTok saw significant engagement, with the Cleveland Browns outperforming the Los Angeles Rams despite the Rams' on-field victory.

• Team Engagement:

  • The Rams gained 291.7k followers in 24 hours, while the Browns gained 228.6k.
  • Both teams saw substantial follower growth on TikTok, with the Rams gaining 139.9k on Instagram, the most among all platforms.
  • The Browns had 740k engagements on TikTok, surpassing the Rams' 616k.

• Cross-Platform Engagement:

  • The Rams had 2.07 million total cross-platform engagements, narrowly beating the Browns with 2.06 million.
  • Instagram dominated engagement, while Facebook showed a decline but still had the highest share of audience.

Key Findings

• Streaming Quality:

  • Video start time was 3.9 seconds, and buffering was 0.22%, indicating strong performance.
  • However, video start failures were 6%, and bitrate was 6.63 Mbps, suggesting some issues with streaming quality.

• Market Engagement:

  • Cincinnati and Los Angeles markets showed higher-than-expected streaming engagement, with Cincinnati coming in second only to Indianapolis.
  • Miami-Fort Lauderdale was the least engaged market, with 35% less streaming than expected.

• Methodology:

  • Data was collected using Conviva's Stream Sensor™ technology, which measures streaming performance across 4 billion applications and 500 million unique viewers.
  • Social media data was gathered from Conviva's Social Insights NFL Teams Leaderboard, covering over 32 accounts, 151,000 posts, 66.6 thousand videos, 1.2 billion views, and 830 million engagements.

Conclusion

The 2022 Super Bowl saw a notable increase in streaming engagement, driven largely by the halftime show. While Instagram remained the dominant social platform, Twitter showed steady growth. The Rams and Browns were the top-performing teams in terms of social engagement, with the Browns leading on TikTok. Overall, the event reflected a growing trend of viewers preferring streaming and social platforms over traditional TV, with Roku and Samsung TV leading in big screen viewing.