Pity the Super Bowl advertisers that didn’t take full advantage of mobile search this year. According to Google, 82 percent of TV ad-driven searches during the Super Bowl happened on smartphones. That’s a 12-point jump from last year, when 70 percent of Super Bowl ad-related searches across Google and YouTube derived from phones.
During this year’s game, just 11 percent of searches related to ads aired during the big game happened on desktop/laptop, and seven percent occurred on tablets.
Overall, the ads drove more than 7.5 million incremental searches during the Broncos-Panthers game, according to Google. That’s 40 percent higher than the lift last year’s Super Bowl advertisers saw in search.
Searches driven by Super Bowl TV ads were at their highest levels during the first two quarters of this year’s match-up. Ads-related searches fell in the second half of the game, in which the score remained relatively tight. Google says this trend reflects what happened during last year’s close game.
That contrasts with 2014, when audiences seemingly