According to new data released by Shareablee, the official social media analytics partner of comScore, FOX Sports topped all sports broadcasters in engagement around Super Bowl-related videos posted to Facebook this past Sunday.
FOX Sports delivered 6 million Facebook video views on Super Bowl Sunday, up 54% over last year, including nine live video chats with Dallas Cowboys Quarterback Tony Romo before, during, and after the game that drove 2.2 million video views. @TheBuzzer, a short-form video series, garnered 3 million video views on game day.
Across the sports broadcasters’ Facebook pages, including the main flagship pages and ancillary pages, FOX Sports captured a total volume of 218,000 Facebook video actions (likes, comments, shares), scoring at least 288% more than any other sports broadcaster on Super Bowl Sunday. The next best performing sports broadcaster had 56,000 Facebook video actions.
FOX Sports made a concerted effort to produce compelling video content around this year’s Super Bowl, including having digitally focused properties Garbage Time with Katie Nolan, Outkick the Show, and @TheBuzzer originate live from San Francisco for the week leading up to the big game.
FOXSports.com also saw increased unique visitors on Super Bowl Sunday, up 64% vs. last year and up 45% vs. average Sundays during NFL season, according to Adobe Analytics. Social media drove 1.4 million visits to FOXSports.com on Sunday, up 166% year-over-year and accounting for 48% of the visits. Total minutes on FOXSports.com increased 20% over last year.