Beyoncé Surges Online After Super Bowl Show
Over 108 million people saw Beyoncé's Super Bowl halftime show on Sunday night. And on Monday, Beyoncé's music videos more than doubled in viewership.
This effect of audiences crossing from TV to online is called cross media impact. Typically this happens when there's a big event on TV, like the Super Bowl halftime show or the presidential inauguration, and audiences go online to watch the performance again or to catch up on what they've missed. But there's also a halo effect that happens with cross media impact. In addition to watching the original television content online, audiences also watch related content. This halo effect generally occurs when our collective consciousness is directed to a specific person or event. In this case, Beyoncé's performance was so big that audiences when online en masse to watch her music videos.
The cross media impact for Beyoncé's Super Bowl performance was non-trivial. To quantify the bump, we looked at Beyonce's hit music video Single Ladies from 2008. Before the Super Bowl, Single Ladies generated 265,000 True Reach views per day on average. The day after the big game, Single Ladies topped more than 600,000 True Reach views, more than double the average view count before the game.
Super Bowl vs. Inauguration
Beyoncé's halftime show has also made a splash online. Three days after the Super Bowl, the halftime show has generated more than 5.8 million True Reach views. This number includes the complete halftime performance along with copies, mashups, video responses, and more. We've identified over 40 clips related to her halftime performance online.
5.8 million True Reach views seem like a lot, but how does it compare to other live Beyonce performances? To find out, we compared it to Beyoncé's controversial lip-synched performance at President Obama's inauguration a few weeks ago. Three days after the inauguration, her rendition of the Star-Spangled Banner garnered 4.5 million views across 35 clips online. A big number, but it pales in comparison to her live perfomance during the Super Bowl halftime show.
What did you think of Beyonce's halftime performance? Let us know in the comments section below!
