Football fans were treated to a classical Sunday evening arsenic the Kansas City Chiefs edged retired the Philadelphia Eagles 38-35 astatine Super Bowl LVII. The halftime amusement performed by popular icon Rihanna was besides a certified hit, according to societal media information pulled unneurotic by influencer level Influential.

Below are the biggest takeaways.

Game-related buzz. The Super Bowl is much than conscionable a game, it’s a selling bonanza. That said, lone 10% of societal media buzz related to the Super Bowl spoke straight to the ads. And contempt a arguable punishment precocious successful the game, lone 13% of the chatter was astir in-game moments.

The larger portion of the pastry was claimed by wide speech astir the teams and players, and astir Rihanna (and not conscionable astir her singing oregon lip-syncing — spot adjacent section).

The Chiefs (25%) and Eagles (20%) combined for astir fractional of the attraction connected social. Quarterbacks Patrick Mahomes and Jalen Hurts combined for 8%. The halftime performer, Rihanna, garnered 24% – astir arsenic overmuch arsenic the Super Bowl champs, and 3 times much than the QBs.

Rihanna buzz. Compared with the erstwhile year’s halftime show — featuring a afloat roster of endowment that included Dr. Dre, Kendrick Lamar, Snoop Dogg, Mary J. Blige and 50 Cent — Rihanna’s halftime amusement drove 7 percent higher affirmative sentiment, according to Influential’s research.

Fans tuned into the crippled took large involvement successful Rihanna, and not conscionable astir the nostalgic hits she sang. They wondered if she was pregnant. The apical hunt connected Google during the show was, plainly stated, “Is Rihanna pregnant?” according to YouTube AdBlitz, YouTube’s authoritative blog for each things Super Bowl. (A rep for the vocalist aboriginal confirmed that, yes, Rihanna is pregnant.) 

Here were the apical 5 searches:

1.     Is Rihanna pregnant?

2.     Rihanna baby

3.     Super Bowl 2023

4.     A$AP Rocky

5.     Is Rihanna married?

And present are the apical 5 Rihanna-related searches that trended during halftime:

1.     Is Rihanna pregnant?

2.     When did Rihanna person her son?

3.     How aged is Rihanna’s son?

4.     How aged is Rihanna

5.     How overmuch did Rihanna get paid for Super Bowl?

Purchase intent. Apple Music, the sponsor for the Rihanna halftime show, surely gained a batch of attraction wide by having specified a fashionable performer instrumentality portion successful the event. In presumption of turning each the Super Bowl attraction to products and sales, The Farmer’s Dog drove much purchase-related discussions connected societal than immoderate different spot during the game.

Why we care. It’s the quality of personage that radical volition google questions astir celebrated radical that they mightiness deliberation doubly astir asking idiosyncratic other successful a regular societal setting. Super Bowl LVII showed that the halftime amusement doesn’t person to provoke contention connected the bid of a “wardrobe malfunction” to beryllium sticky for consumers’ attention.

Marketers should stay optimistic astir the quality for unrecorded events similar the Super Bowl to pull attention, and that viewers are inactive funny successful the crippled itself. If it’s excessively overmuch of a spectacle, viewers my tune retired the crippled altogether, and that would diminish the accidental for brands to marque a mark.