Brands Neglected Second Screen With Super Bowl Campaigns

By Karen Fratti 

nationwide-ad-lgWhat’s more disturbing? The sentimentality and dead Nationwide children or the fact that most advertisers didn’t have a clear social, or mobile, component to their ads? (Okay, yes, child mortality is the more disturbing of the two.)

But while hashtags abound, where were the calls to action? The web video? Anything, anything, please. Steve Smith from MediaPost writes:

From a mobile perspective, despite the occasional hashtag callouts, there was little deliberate use of the second screen beyond the usual social channels. Facebook made a big deal this year about targeting ads into game watchers’ streams, but I saw little of it. Most of the action was happening on Twitter, and it was underwhelming. In fact, the social sidecar most of us rode during the game got so tedious and unremarkable with brands trying to draft off of the game and other ads that it seemed to beg for an alternative.


Wywy, a television and advertising research company ran the numbers and it looks like Smith’s hunch is correct. Brands weren’t taking action from the tube to mobile.

Looking at the homepage of the advertisers, Wywy found that:

  • Only 45% of advertisers showed a clearly visible reference to the advertised product on the homepage of its website
  • 37% showed the product with compromised visibility (in a slide show, a small space or lower on the display causing a need to scroll)
  • 18% did not connect their website with the Super Bowl ad message at all

In regards to the mobile presence of the advertisers, the study found:

  • Only 38% prominently displayed the product on the mobile version of its homepage
  • 42% showed the product with compromised visibility (in a slide show, a small space or lower on the mobile device display causing a need to scroll)
  • 20% neglected to connect their mobile website to the Super Bowl ad message

Here’s some more surprising stats:  infographic super bowl devices