A record 30.6 million social media comments were made last night on Twitter, Facebook and GetGlue checkins, according to Bluefin Labs.
The halftime show, dubbed by fans the “Beyonce Bowl,” generated 5.5 million tweets and was the second most mentioned moment at the end of the night on Facebook, just after the Baltimore Ravens’ victory.
Instagram reported over 200 photos per second were posted of Beyonce during her set, which included hits such as “Crazy in Love,” “Halo” and “Single Ladies.”
Despite denials of a reunion, the social conversation also spiked when Beyonce appeared with her former bandmates from Destiny’s Child.
The “Bootlyicious” trio was the eighth most discussed moment on Facebook at the end of the night, with 257,500 tweets sent per minute when Kelly and Michelle joined Beyonce onstage.
And when Beyonce ended her set, Facebook users declared she had “killed it” – a mention that jumped more than 40,000 percent after the electrifying halftime show.
Many Twitter users joked that the intensity of Beyonce’s performance caused the third quarter partial blackout in the Mercedes-Benz Superdome.
Beyonce’s proud husband, Jay-Z, weighed in:
Lights out!!! Any questions??
— Mr. Carter (@S_C_) February 4, 2013
Kelly Clarkson also joined the club, attributing the blackout to the force of Beyonce.
The force and power that is Beyonce just shut the Super Bowl down ha! Too funny!
— Kelly Clarkson (@kelly_clarkson) February 4, 2013
(It turns out that it wasn’t Beyonce. An abnormality was found in the electrical system, opening a circuit breaker so the issue could be isolated, said Entergy Corp., New Orleans power company, and SMG, the firm that manages the Superdome.)More than 231,500 tweets were sent per minute as the San Francisco 49ers and the Baltimore Ravens lingered on the field, waiting to resume play.
Despite a late comeback attempt by the San Francisco 49ers, the Baltimore Ravens stayed on top to win the game — and also came out on top of the conversation on Facebook.
On Twitter, more than 183,000 tweets were sent per minute as the Ravens celebrated — a bit less than Beyonce’s performance, but still a big number.Super Bowl MVP Joe Flacco was one of the most talked about players on Facebook and Twitter, along with his retiring teammate Ray Lewis and wide receiver Jacoby Jones, whose 109-yard touchdown run generated 185,00 tweets per minute. Colin Kapernick, quarterback for the San Francisco 49ers, rounded out the top four.
And even though Ravens coach John Harbaugh won a Super Bowl ring, his brother, San Francisco 49ers skipper Jim Harbaugh, won the social media sibling rivalry, with 98% more overall mentions in posts and comments on Facebook.
And those Super Bowl commercials — some of the most expensive advertising space around ($4 million for a 30 second spot) — paid off for the companies that ran them.
According to Facebook, Dodge Ram’s “God Made a Farmer” was the most talked about commercial, with mentions of “farmer” increasing by 1.8 million percent while the ad aired, and mentions of “Dodge” jumping 151,000 percent.
Taco Bells “Viva Young” commercial showed elderly assisted living residents sneaking out for a night of debauchery, topped off with a stop at a Taco Bell. After the commercial aired, mentions of the fast food chain jumped 140,000 percent, making it the second most talked about commercial on Facebook.
Tide’s “Miracle Stain” rounded out the top three. Mentions of the detergent increased 132,000 percent after its one-minute spot aired. The commercial featured a 49ers fan who discovers a hot sauce stain on his jersey looks like football legend Joe Montana. 49ers fans go wild, and then an enterprising Ravens fan washes out the stain.
Commercials featured celebrities such as Amy Poehler, Tracy Morgan, Seth Rogan, Paul Rudd, Bar Rafaeli and “Gangnam Style” rapper Psy. But none of the three most discussed commercials on Facebook featured big names.