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Top Tips and Insights to Blitz the Football Championship Season with Bing Ads

The Super Bowl holds many first and second place records in American culture; the game typically generates the highest national television viewership each year.[1]  It is the second highest day of food consumption in the United States, behind only Thanksgiving, weighing in with 1,200 calories and 50 grams of fat in snacks alone.[2] As far as commercials go, it’s the most expensive television ad spot of the year, with the average commercial (excluding production costs) commanding $4M for the XLVIII game in 2014.

Super Bowl searches start a couple of weeks before the game, typically around dates, times, and the rival teams. Popular keywords in 2014 included “Super Bowl date change,” “Denver Broncos” and “Seattle Seahawks.”3

The week before the game, food searches around popular game day foods started climbing. Common food-related keyword searches included “artichoke dip,” “buffalo wings recipe,” “super bowl food ideas” and “super bowl recipes.”  But on the actual game day, searches for pizza took the cake.[3]

During the game, the half-time show became all the buzz. In 2014, Bruno Mars’ half-time performance made history and entertainment sales; a record breaking 115.3 million viewers tuned in to see Bruno Mars perform.[4] After the Super Bowl half-time performance, Bruno Mars’ Unorthodox Jukebox secured the No. 1 spot on the iTunes Top Albums chart and his debut album moved up to No. 3.[5] In support of this history-making viewership and chart climbing music, entertainment searches went through the roof during half-time. Top keywords included “Bruno Mars,” “Bruno Mars songs,” and “Bruno Mars tour 2014.”3


And the Super Bowl wouldn’t be the Super Bowl without the ads. In 2014, 78% of Super Bowl viewers looked forward to the commercials.[6] Additionally, 32% of Super Bowl viewers watched a commercial online before the game and 30% watched a commercial again after the game.[7] Searches for Super Bowl commercials peaked the next day, as people watched and re-watched the ads online. Top keywords around Super Bowl ads included “Budweiser puppy love,” “Cheerios super bowl commercial,” and “best Super Bowl ads.”3

For additional Super Bowl search insights, check out our Football Championship seasonal insights deck below. To access our entire library of industry and seasonal insights, visit the Bing Ads Industry Insights Portal.


Thanks for reading!

Shelby Gagnon

Vertical Insights Manager

[1] Super Bowl by the DMAs – A National Treasure Built on Local Passion, TVB, February 2014.

[2] Calorie Control Council and Snack Food Association; as quoted by Latin Times, Super Bowl 2014: 9 Shocking Statistics About Sunday Game Day Culture That Will Surprise You, 2014.

[3] Microsoft Internal Data Analysis: Yahoo! Bing Network, Owned & Operated, US, January 1 – February 28, 2014.

[4] Bruno Mars: Most Watched Super Bowl Halftime Show, WebProNews, February 2014.

[5] Bruno Mars Tops iTunes After Most-Watched Super Bowl Halftime Show, Mashable, February 2014.

[6], Venables Bell & Partners as cited in company blog, January 15, 2014.

[7] Lab42 Super Bowl XLVII Survey, February 2014.