Based on social media searches and events surrounding last year’s Super Bowl game, IPG Mediabrands has stepped out to say the Denver Broncos might win this year’s Super Bowl 50 over Carolina Panthers because of the halftime show featuring Cold Play, Super Bowl ads, and the team Canadians want to win the Vince Lombardi trophy.
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IPG Mediabrands points to the fact that up till January 31, 2016, Twitter tweets of over 49,000 have been made of Super Bowl – with the Broncos tweeted about 3,600 times and the Panthers 3,000.
"Canadians appear to be pulling for Peyton Manning and the Broncos in what will likely be his final season of football," said Loraine Cordery, Insights Manager for IPG Mediabrands. "That being said, most Canadians actually care more about the halftime show. They'll monitor everything very closely and take to Twitter to share their views on the winners and losers."
Last year, there were over 11,700 Super Bowl Sunday tweets that mentioned Katy Perry and her performance during halftime show which featured Coldplay; and since Coldplay has also been known to play this time around, over 3,000 tweets have referenced Coldplay with the Super Bowl.
Last year again, 19.5 million Canadians made Super Bowl the most watched TV program in Canada with 57% of the population watching it one way or the other.
"Even without Katy Perry, we believe that Super Bowl 50 will be the most-watched TV program in Canada this year," added Cordery. "There were 34 per cent more viewers for her halftime show. We'll see if the addition of Beyoncé and Bruno Mars will help Coldplay surpass those numbers."
Analysts also think that ads in Canada will perform very well during this Super Bowl 50 with most of them probably centered on the environment and powerful women in the country, with lots of celebrities sighted during the ad breaks as well. To that extent, Buick, Kia, Mini, Toyota, Bud Light, Shock Top, Pepsi, Skittles, Wix.com, and LG Electronics have confirmed they have well-known names in their ads.
Relying on data from Numeris and Sysomos, IPG Mediabrands note that Canadians have the Super Bowl 50 as the last year to invest in adverts slotted into the game spots. The CRTC ruling means that from 2017 onwards, Canadian broadcasters will be showing exactly the same spots as in America. Currently, simsub pumps $250 million annually into Canada's broadcast system.
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