Last week I wrote a blog post about the 3 things I was considering in the building up to this year’s Super Bowl:
– the stadium experience
– live streaming
– Facebook’s social stadium
Overall they were not broadly met for a variety of reasons.
The game itself may have been less of interest because of the profile of the teams (with all due respect) compared to 2015, the game was not so close and less emotionally powerful without the last minute drama of Super Bowl 49, so less conversational.
In general the CBS global audience on TV was not the most watched Super Bowl and became the third most watched event in US TV history.
1. The Levi’s interactive stadium
Everything went fine from what I was able to collect from friends and acquaintances but nothing memorable was mentioned, also due to the fact that most of the more advanced features at the stadium that are normally the core of the experience during the regular season were not activated. So a more traditional experience. But the stadium completely full looked beautiful and we can only imagine the experience.
They definitively have used the provided Wi-Fi but honestly whatever the technology, do we really think that stadiums where we cannot be connected to the internet will be acceptable by fans in the next few years? For sure the pure no-devices experience is very romantic and if you watch the game always through your smartphone you are quite dumb, but still…
2. Live streaming on digital and OTT
The CBS live streaming digital experience was available on most platforms, I watched on CBS free Apple TV app (quite a basic one) and apart from my unstable internet connection it seemed fine even if I read of issues during the first part of the game.
The less notable part is that it was basically pure simulcast. The stream as-is on TV, no extra features, no beyond-TV experience — the ones we at deltatre are used with our own Diva platform.
Live streaming record seems there were almost 3 times NBC numbers from last year which is good news for us digital natives 🙂 even if the game is obviously something you want to watch on the big screen. Maybe that’s where the increase comes from too, CBS made it available on a plethora of OTT devices. The Ads being streamed is also another factor that has increased viewing time.
3. Facebook Sports stadium and Social in general
The biggest surprise (and it was a positive one) is that the usual massive growth that we experience every year, both Twitter and Facebook reported lower than 2015 figures. Can it be the game itself? Is this the end of social growth for sport? (EURO 2016 and Rio 20156 will tell us later this year). Is Twitter in trouble and Facebook not ready yet to be the live social engine? Is snapchat not measurable enough to tell us it has overthrown the others?
As for Facebook Sports Stadium per-se it did not work well at the start it seems — stats were not flowing in real time — but also it did not attract the mass that was expected and overall from what I experienced it does not provide any sense of live at the moment.
These are quite complex times and maybe after a strong irresistible growth the more traditional media is taking a little revenge 🙂 or it was just an accident?