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Giants vs Patriots Playbook for the Social Super Bowl

1 minute read | February 2012

Which Super Bowl XLVI team is winning the online competition? According to Nielsen and NM Incite, a Nielsen/McKinsey company, it might be a draw: the New England Patriots had more visitors on their team’s website, but the New York Giants have more buzz on social media.


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Patriots have more online visitors, but Giants fans run up web stats

During the run up to the playoffs in December 2011, the Patriots had 644,000 unique visitors to their official website, topping the Giants’ 574,000 visitors. However, Giants fans were more engaged when visiting their team’s website, viewing nearly twice as many pages (17 page views per person) compared to Patriots visitors, and spending over 10 minutes each on average.

Super Bowl buzz: Giants fans cheer more for team, Tom Brady is MVP of social media

Fans’ excitement throughout the playoffs carried over to social media. The Giants had more buzz about their team each week, with a 59 percent share of buzz compared to the Patriots’ 41 percent of buzz volume on blogs, message boards/forums, public posts on Twitter and Facebook and online news posts.  But Patriots’ quarterback Tom Brady surpassed Giants QB Eli Manning, with nearly double the amount of buzz.

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