What Drove Discussion During Super Bowl LII on Twitter, Facebook, YouTube?

Activity spiked after the last play of the game

The Philadelphia Eagles won their first-ever Super Bowl Philadelphia Eagles/@eagles/Twitter

Super Bowl LII came down to the last play, so it’s no surprise that the last play sparked the most activity on Twitter and Facebook.

Both social networks reported that their highest volumes of conversation during the National Football League’s championship game Sunday night came when New England Patriots quarterback Tom Brady’s Hail Mary pass fell incomplete, giving the Philadelphia Eagles the 41-33 victory and the team’s first-ever Super Bowl title.

Meanwhile, YouTube reported that viewership of Super Bowl ads on the Google-owned video site was up 16 percent year-to-date, with viewership in the living room (via smart TVs, game consoles, casting devices, etc.) rising 52 percent.

Twitter said there were 4.8 billion impressions (views on and off Twitter) of Super Bowl LII-related tweets Sunday night, and the three most-tweeted moments were:

  1. Eagles win
  2. Brady’s fumble on a sack by Eagles defensive end Brandon Graham is recovered by fellow Eagles DE Derek Barnett
  3. A touchdown reception by Eagles tight end Zack Ertz is upheld by replay review, giving Philadelphia a 38-33 lead with 2:21 remaining

Facebook said 62 million people worldwide generated 270 million interactions during the big game, with about 90 percent of those occurring via mobile, and its three top social moments were:

  1. Eagles win
  2. Justin Timberlake’s halftime performance pays tribute to Prince
  3. Brady throws a touchdown pass to Patriots tight end Rob Gronkowski to cut the Eagles’ lead to 22-19 in the third quarter

The most-talked-about players on Facebook Sunday night were:

  1. Brady
  2. Eagles QB Nick Foles
  3. Eagles QB Carson Wentz (who was injured late in the season and did not play)
  4. Patriots wide receiver Brandin Cooks
  5. Ertz

On Twitter, the top three Eagles players, in terms of mentions, were:

  1. Foles
  2. WR Alshon Jeffery
  3. Ertz

And the top three Patriots were:

  1. Brady
  2. Gronkowski
  3. Cooks

The top hashtags on Facebook during the Super Bowl were:

  1. #SuperBowl
  2. #FlyEaglesFly
  3. #SBLII

The most viral tweets about the Super Bowl (by impressions, or views on and off Twitter) were:

The most-loved post on Facebook was from National Anthem singer Pink, thanking fans for their support after she performed with the flu.

And the most-viewed video featured a team that did not even qualify for the playoffs: the NFL’s ad in which New York Giants QB Eli Manning and WR Odell Beckham Jr. re-created a scene from Dirty Dancing.

Speaking of ads, the 10 most-viewed Super Bowl ads on YouTube AdBlitz were:

The most-tweeted moments during Timberlake’s halftime show were:

  1. Timberlake ends his performance in the stands with Can’t Stop the Feeling, and a young fan asks for a selfie
  2. Timberlake plays piano and sings Until the End of Time alongside a projection of Prince
  3. Timberlake performs Suit & Tie with a marching band

And the most-tweeted-about songs were:

  1. The tribute to Prince
  2. Can’t Stop the Feeling
  3. Suit & Tie

YouTube said Timberlake’s music averaged more than 500,000 views per hour in the U.S. during the game, nearly 500 percent higher than the previous Sunday.

The top trending questions on YouTube parent Google during the Super Bowl were:

  1. Where was Prince from?
  2. How old is Steven Tyler?
  3. What’s the score?
  4. Is Timberlake married?
  5. How old is Timberlake?

The top five countries discussing the big game on Facebook Sunday night were:

  1. U.S.
  2. Mexico
  3. Canada
  4. Philippines
  5. Brazil

Finally, Twitter shared its Twitter Moment for Super Bowl LII:

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.