2018’s Super Bowl win was the Eagles first in the team’s 85 year history. That’s why going into the NFL Championship, it was no surprise that the Patriots with their 5 wins, coach Bill Belichick, and quarterback, Tom Brady, dominated conversations on social media. When you consistently win, people either hate you or love you, and the social chatter on the Super Bowl was dominated by these opinions.

So, why did the Eagles win? The Eagles quarterback, Nick Foles, caught a pass for a touchdown and Tom Brady missed a pass. All-in-all, the Eagles had the better offensive of the two teams, and the Patriots missed a few tackles. This isn’t to diminish how both teams played an impressive record-breaking Super Bowl. The total of offensive yardage in the game was 1,151 — more than 200 yards more than any Super Bowl before. After three quarters, the Patriots and Eagles set a new Super Bowl record for most combined total yards (962) and passing yards (721). And the final score of Eagles, 41 and Patriots, 33 was the second highest scoring Super Bowl at 74. (The number one high scoring Super Bowl at 75 was in the 1995 match-up between the Chargers and 49ers.)

And while it wasn’t Justin Timberlake’s first time performing at halftime (who can forget 2004’s performance with Janet Jackson and #nipplegate?), it was the first time that online controversy about technology overshadowed the performance before he stepped out onto the stage. To appease detractors, Timberlake opted for a video of Prince that he sang along to, instead of the specter of Prince playing guitar in hologram form. This slight change was enough to nudge Timberlake’s social media sentiment into positive mentions.

Unfortunately for NBC, the ratings for this year’s Super Bowl slipped to an 8-year low (as opposed to 2017, which broke records). Acknowledgment of decreased viewership eventuality was evident in how commercials were crafted. Beyond the ubiquity of hashtags and URLs, there seemed to be an acceptance of the third screen and of viewers watching the game on devices instead of on a television. We saw this in the Ram Truck “Viking” spot, that suggested viewers go to ramtruck.com/vikings to see the full story (an extended cut of the commercial), or the Pepsi banners and ads that suggested viewers go to pepsihalftime.com to see previews of the half-time show. And even the topics in commercials tipped to conversations that originated online, such as Wendy’s reiterating their Twitter “beef” with McDonald’s frozen burgers.

As usual, we measured the social mentions on the teams, the commercials, the beer, and threw in some selfies of celebrities celebrating. Check out our 2018 Super Bowl social media showdown.


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