Here are the top digital marketing data and case studies that caught our eye.

Super Bowl stats: Ads accounted for 22% of entire broadcast

Super Bowl 50 was the second most cluttered game ever, with 49 minutes and 35 seconds of advertising and promos, accounting for 22% of the total broadcast, according to new research.

• This was the second most cluttered game ever, with ads accounting for almost a quarter (22%) of the total broadcast
• Anheuser-Busch InBev was the top advertiser in the game with 3:30 mins of ad time, followed by Fiat Chrysler and Pepsico
• Auto was the lead category during the day, accounting for 11 spots and 9:00 minutes of ad time, followed by financial, beer and movie brands
• The surprise category was pharmaceutical – three brands ran 2:30 of ad time to present health conditions not usually seen to be the subject of ‘polite’ conversation (i.e. constipation, toe fungus, diarrhoea)
• First time advertisers accounted for more than a quarter (27%) of all ad time during the game. Four of these were FS providers (the most populous segment) and consumer tech (e.g. Amazon) claimed three spots
• Nearly half of 2015’s advertisers did not return in 2016 – there was an attrition rate of 45%
• There was a sharp drop in longer length commercials compared with 2015 and 2014.
• Automotive brands were the most frequent users of long-form ads
• Hashtags were a more popular call to action than URLs in ads’ social elements

Forget the ‘second screen’: Mobiles now compete equally with TV for consumer attention

We are witnessing the decline of the TV-centric living room, as consumers’ attention is now equally spread across mobiles, tablets, laptops and the box, according to new research.

3.57 degrees of separation: How Facebook friends are bringing the world closer

The old adage that we are all six personal connections away from knowing everyone in the world is no longer accurate according to Facebook- who claim it is now just 3.57.

Who is the 6 Nations Fan? [INFOGRAPHIC]

With the 6 Nations Rugby tournament starting this weekend, there is a huge oportuinity for brands to get involved in the buzz around the event. This new infographic from Radium One looks at the key stats behind the typical 6 nations fan- and how to engage with them.

Music partnerships ‘improve brand image’

Partnerships and sponsorship deals with musicians improve brand image and encourage people to try a company’s products and services, according to new research.

Valentine’s Day: Google’s guide to getting mobile brand love [INFOGRAPHIC]

As we get closer to one of the most loved, and dreaded days of the year, brands are thinking about how to capitalise on loved up shoppers. Research by Google shows there is 60% rise in mobile consumers who reach for their mobiles to shower their partners with gifts.

CASE STUDIES

Super Bowl case study: How 12 big ads performed on social media

With 13.5 million tweets in less than 12 hours, this year’s Super Bowl, which marked the 50th anniversary of America’s biggest sporting event was bigger and louder than ever. Agency Carat looks at some of the biggest ads and their impact on social media.

Facebook case study: Lego videos build brand awareness among mums

Iconic kids’ toy brand Leo created a highly engaging awareness campaign with Facebook video that re-established its value in developing children’s imaginations.

Lego – What's the Story of a Kronkiwongi from Gramercy Park Studios on Vimeo.

Gamification case study: Budget Direct offers virtual ride with ‘Captain Risky’

Australian insurance firm Budget Direct worked with 303 MullenLowe in Sydney to create a virtual ad-within-an-ad for which gives audiences the chance to ride with Captain Risky as he performs a spectacular double helix jump stunt. This case study looks at how the VR venture got viewers sharing in droves.