Super Bowl XLVI: Mobile, Manning and Madonna

Now that the final Super Bowl touchdown has been scored, the dip bowl wiped clean and the last of the chicken wings devoured, we’re taking a look at some game-day search trends to see what football fans were searching for this year.

As the Giants and Patriots battled it out on the field yesterday, U.S. viewers multi-tasked, watching the game on television and also going online more than ever before, turning to their smartphones and tablets to look up players, halftime show performers and their favorite Super Bowl commercials. In fact, around 41% of searches related to [Super Bowl ads] that were made during the game came from mobile devices, up from 25% for the same time the day prior.

Overall, the top trending searches on Google during the game were:

1. Madonna
2. Halftime show
3. Patriots
4. Tom Brady
5. Giants

This was the first year that the Super Bowl was live streamed, and there was a significant spike in searches related to Super Bowl live streaming on game day. Searches peaked at kickoff, and were made predominantly on desktop, followed by mobile phones and then tablets. Searches for the Spanish language version of the live stream made the list of top trending queries, and while it may have been after midnight on the other side of the Atlantic, we still saw searches for [Super Bowl 2012 übertragung] and [w9 streaming] in Germany and France, respectively.

The Giants claimed the game in a down-to-the-wire nail biter; however, the Patriots edged them out in searches. Patriots quarterback Tom Brady not only broke Joe Montana’s record for the most consecutive completions at a Super Bowl, he also scored the most searches out of all the players. Eli Manning, Victor Cruz, Aaron Hernandez and Danny Woodhead rounded out the top five players trending during the game.

The Material Girl Madonna took the honor of being the most-searched for term during the game, but other celebrities that caught viewers’ eyes included Super Bowl performers LMFAO, Kelly Clarkson and Nicki Minaj. Searches for Katherine McPhee’s soon-to-premiere NBC show [Smash] beat out searches for David Beckham’s H&M ad campaign.

Finally, no Super Bowl wrap-up would be complete without talking about the commercials. 2012 saw a pre-Super Bowl ad bonanza, with many of the top commercials either being teased or posted in full well in advance of the game. Super Bowl ads or ad teasers were watched more than 30 million times on YouTube before the big weekend this year (you can read more on the top rising Super Bowl searches on YouTube here).

Game day searches for [super bowl ads] were 122 times higher than the same time last week. The most popular commercials in terms of Google searches were ads from Acura, GoDaddy and M&M’s. Searches for The Avengers movie trailer were also trending, along with Chrysler’s spot featuring Clint Eastwood.

Now that you’ve seen them all, vote for your favorite commercial of the game on the YouTube Ad Blitz channel. The winning ads will be showcased on the YouTube homepage on February 18.

To download the full infographic above, visit Think Insights, our website for marketers. Our final Ad Blitz infographic (coming soon) will include new facts and stats about Super Bowl ads, and you can follow Think with Google on Google+ to be the first to know when it's released.

That’s it for the NFL 2012 season, but luckily, major league baseball is just around the corner...

Posted by Jeffrey Oldham, Software Engineer

Update 10:09am: Earlier, this post incorrectly stated that Patriots quarterback Tom Brady broke Joe Montana’s record for the most touchdown passes at a Super Bowl, instead of most consecutive completions. This post has been updated to correct the error.