On Sunday, people around the United States tuned in to watch the New England Patriots take on the Los Angeles Rams in Super Bowl LIII. While the game itself may have gotten off to an underwhelming start, the advertising kept the audience talking across digital platforms. 4C monitored the conversation around the game, the halftime performance, and, of course, the advertisers, to see which moments sparked the most conversation.

Ahead of the game, we looked into the top brand and TV affinities for the teams competing for the Lombardi trophy this year. According to the 4C Insights Affinity Graph™, people who engage with the Patriots on social media are likely to engage with Wheel of Fortune, while those engaging with the Rams are likely engaging with The Great American Baking Show. Audiences for both teams are likely to engage with snack brand goodnessKNOWS.

We also used the 4C Insights Affinity Graph™ to look into the audiences of this year’s headliner, Maroon 5, as well as some acts who are rumored to have declined the halftime show over the past few years. The audiences engaging with these artists tend to engage most with cosmetics and retail brands like L’Oréal Paris and music-related TV shows like Glee and American Idol. Maroon 5’s halftime performance was the most socially engaged moment of Super Bowl LIII, with engagement increasing 120% above the average level of engagement throughout the game.

Using our global Teletrax TV monitoring network, we tracked the brands that advertised during the game, and by combining this data with our social media engagement data, we found the advertisers that sparked the greatest increase in conversation following their Super Bowl ads. Kia saw the greatest lift in engagement following its “Give it Everything” spot, featuring West Point, GA, home of the Kia Motors plant, a somber moment during this year’s advertising.

As audiences tune in for live events like the Super Bowl, we’ll be keeping a finger on the pulse of the conversation around the biggest moments in content and advertising. Stay tuned for more Impact Reports, and subscribe to our newsletter to get updates in your inbox.