Let’s dive into the data from the Super Bowl LIX. 

From the Eagles taking a win to Kendrick Lamar’s halftime show, this year’s Super Bowl saw plenty of online chatter. Let's look at the most mentioned brands, celebrities, and reactions to get you up to speed. 

Here’s everything you need to know about the Super Bowl LIX. 

Note on methodology: All data was collected from 5:30pm CT to 9:30pm CT, which is roughly the time frame of Super Bowl LIX. All data comes from public social posts, blogs, forums, and online news mentioning the Super Bowl. 

Most talked about moments

With over 2.71 million online mentions from over 540,000 accounts during the game, this year’s Super Bowl was definitely one-to-watch. Using Brandwatch Consumer Research, we broke down the most talked about moments with a minute-by-minute recap. 

Online, the halftime show stole the spotlight once again, becoming the most discussed moment during this year’s Super Bowl. Peaking at over 33,000 mentions in a single minute, Kendrick Lamar’s performance even beat the Eagle’s win. 

The show featured plenty of guests, including SZA, Samuel L. Jackson, producer Mustard, and an unannounced Serena Williams. 

Lamar teased his most anticipated song – Not Like Us – throughout his set, before finishing with the tune, which digs at rival rapper Drake. In playing it, Lamar was expected to have reached more than 120 million TV viewers who had tuned in to see the game. 

The Philadelphia Eagles' unexpected 40-22 win against the Kansas City Chiefs was the second most mentioned moment of the event. In what was expected to be a nail-biter, the Eagles’ decisive victory sparked 21,000 mentions as fans and rivals were quick to share their thoughts about the result of the game. 

Which brands “won” the Super Bowl?

Nike were the most mentioned advertiser during the Super Bowl LIX, with over 13,000 Super Bowl-specific mentions. Their ad, which featured a whole host of female athletes, kicked off their new “So Win” campaign, aimed at promoting women’s sports. And it received plenty of praise online. 

Nike launched their So Win collection on their website alongside the commercial and are partnering with female athletes to promote the campaign.

The ad was Nike’s first Super Bowl commercial in 27 years, and they made sure to do it right. 

Doritos secured second place – up from last year’s third – as the most mentioned advertiser. The brand is always a fan favorite. Why? Each year, they make their ad into a competition.  

Running an activation called “Doritos Crash the Super Bowl,” consumers are invited to create their own Doritos ads. The brand guarantees that at least one fan-made commercial will air during the Super Bowl. And this year’s ad was a hit. 

But that’s not all they did. 

Doritos knew the spotlight would be on them during their fan-made advertisement – so, they announced a way for fans to win a year’s worth of the chips every time a team scored a touchdown. 

Doritos are always an advertiser-to-watch during the event, and this campaign certainly helped them climb to second place this year. Combined with an ad that got people laughing, it’s clear why the brand was well-received online. 

The most mentioned celebs

Now, onto the celebrities. Which stars hit the jackpot when it came to online mentions during the event? 

Naturally, halftime performer Kendrick Lamar saw the most mentions – at over 520,000. But there were plenty of celebrity attendees that got the crowds talking, too.  

With over 93,000 mentions during the event, Taylor Swift took home the crown of the most mentioned non-performer during this year’s Super Bowl.  

The biggest talking point for Taylor was when she appeared on the jumbotron – and she got booed. Taylor – who’s dating Travis Kelce, a player for the Kansas City Chiefs – was largely booed by Eagles fans. This caused plenty of commentary online, dividing fans and rivals. 

Yet, it wasn’t all bad news for Taylor. Swifties were watching the coverage intently to catch a glimpse of the celeb, eager to chat about everything from her outfit to who she arrived with. 

President Donald Trump was the second most mentioned attendee at this year’s game. He made history too, becoming the first sitting president to attend the Super Bowl. Public opinion on his attendance was mixed, as he received both cheers and boos upon arrival to the event. 

Lessons for marketers

This year, the advertisers that saw the most hype during the Super Bowl didn’t just do a commercial: they did an entire campaign. From Nike’s women-led campaign with purpose to Doritos’ fan-made ad and accompanying giveaway, these allied activations made all the difference.  

So, next time you run an ad in the hope of getting people talking – why not consider ways you can expand it into a full-on activation campaign? Add a giveaway, hashtag, or an interactive challenge that encourages participation from consumers.  

By giving fans a reason to get involved, you turn a simple ad into an interactive experience that can spark meaningful conversation between your brand and its audience.