February 6, 2012, 8:48 am
A Super Bowl Where Viewers Let Their Fingers Do the Talking
By BRIAN STELTERProving again the appeal of chatting online while watching TV, the tense end of Super Bowl XLVI on Sunday night set a new record for simultaneous Twitter messages.
As the game ended, Twitter counted 12,233 posts per second, the most for any English language event in the six-year history of the social-networking service. Earlier in the evening, during the halftime performance by Madonna, the site counted 10,245 posts per second.
It is widely recognized in the television industry that Twitter and sites like it act as online water coolers where viewers can comment — and read others’ comments — while they are watching. Accordingly, most of the Super Bowl ads on television had either a Twitter hashtag, a Facebook reference or a Web address.
Previously, Twitter’s record for an English language event had been the Jan. 8 overtime playoff win by the Denver Broncos, led by the quarterback Tim Tebow, when there were 9,402 tweets per second, according to the company. To date, the single biggest Twitter moment was during the airing of the anime film “Castle in the Sky” on Japanese television on Dec. 9, 2011, when Twitter counted 25,088 posts per second.
Last year’s Super Bowl had a peak of 4,064 posts per second — a record at the time.
The data demonstrates the growth in Twitter use, and the increasing comfort people have in this sort of multitasking, even during a nail-biting football game.
Mark Ghuneim’s social measurement firm, Trendrr, counted over 15 million total Twitter messages about the Super Bowl on Sunday, versus about three million messages last year. He said that Twitter, as opposed to Facebook or other Web sites, “dominated in orders of magnitude as the place to share.”
“Since Twitter has emerged nearly every TV tent-pole event has had larger social engagement and bigger ratings year over year,” Mr. Ghuneim said in an e-mail.
Still, the vast majority of viewers chose not to comment online at all, the data suggests. To advocates of so-called “social TV,” that’s a sign that there is a lot of room for further growth.
As the game ended, Twitter counted 12,233 posts per second, the most for any English language event in the six-year history of the social-networking service. Earlier in the evening, during the halftime performance by Madonna, the site counted 10,245 posts per second.
It is widely recognized in the television industry that Twitter and sites like it act as online water coolers where viewers can comment — and read others’ comments — while they are watching. Accordingly, most of the Super Bowl ads on television had either a Twitter hashtag, a Facebook reference or a Web address.
Previously, Twitter’s record for an English language event had been the Jan. 8 overtime playoff win by the Denver Broncos, led by the quarterback Tim Tebow, when there were 9,402 tweets per second, according to the company. To date, the single biggest Twitter moment was during the airing of the anime film “Castle in the Sky” on Japanese television on Dec. 9, 2011, when Twitter counted 25,088 posts per second.
Last year’s Super Bowl had a peak of 4,064 posts per second — a record at the time.
The data demonstrates the growth in Twitter use, and the increasing comfort people have in this sort of multitasking, even during a nail-biting football game.
Mark Ghuneim’s social measurement firm, Trendrr, counted over 15 million total Twitter messages about the Super Bowl on Sunday, versus about three million messages last year. He said that Twitter, as opposed to Facebook or other Web sites, “dominated in orders of magnitude as the place to share.”
“Since Twitter has emerged nearly every TV tent-pole event has had larger social engagement and bigger ratings year over year,” Mr. Ghuneim said in an e-mail.
Still, the vast majority of viewers chose not to comment online at all, the data suggests. To advocates of so-called “social TV,” that’s a sign that there is a lot of room for further growth.
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