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How Big Data Plays a Huge Role in the Super Bowl

The Super Bowl. The biggest sporting event in the US by miles - arguably the biggest in the world.

With more and more money being spent on it, the more important it becomes to be able to analyse and record statistics before, during and after the game.

The advance and usage of Big Data has catapulted the Super Bowl into the digital realm.

Players now have sensors in their shoulder pads to track movement and acceleration speeds, tablets can be used in game to give immediate data regarding plays and tactics, and advertisers are using Big Data to choose when and what to advertise during the all important ad breaks.

This introduction of Big Data is great for coaches and die-hard fans alike.

It means that teams are able to better plan for big games, and for the fans it means that their fantasy teams are based on real figures. Not really fantasy at all!

All of the data being collected is now being used to try and predict the outcome of the games.

New advancement of IoT sensors allow for Real Time Data to give more accurate predictions of the Super Bowl, again creating an opportunity for fans to get involved in the game, and also producing new data for betting businesses to use and profit from.

However this data is still far from being 100% accurate.

Of course, Big Data has also played a vital part in the other major event of the Super Bowl - advertising.

The adverts within the Super Bowl are now almost as popular as the game itself (24% prefer the adverts compared to 43% who prefer the game, according to and retailers and brands are very aware that there is massive potential for marketing during the game.

Pre-game, Big Data is involved in gathering data from people's browsing history and purchases, making it easier for advertisers to plan their marketing strategy in advance and directly influence those watching the game.

This has even become important for stores, as knowing consumers' buying and spending habits pre-game can help them stock enough products ready for Super Bowl Sunday.

Since 2009 there has been a retail sales spike in the last week leading up to the Super Bowl, with spending last year peaking at $15.3bn (

A spokesman for Papa John's said that game day itself is one of the 5 busiest days of the year, with online ordering spiking by more than 60%.

Alcohol delivery app Drizly also said that Super Bowl Sunday is one of the busiest days of the year with orders up 25% over a typical day.

Companies will also be taking advantage of social media analytics which allows them to see what people are thinking about their products and adverts shown during the Super Bowl.

Using this, companies can make real-time decisions for their advertising campaign and adjust it, depending on what the public are talking about.

Using data from Yahoo, companies now also know that more than half of Super Bowl ad searches happen outside of game day. 21% of ad searches take place in the lead up, and 41% take place on the day after the Big Game.

This allows companies to continue their marketing and advertising strategies even after the final whistle has blown.

The Super Bowl is still one of the world's sporting highlights of the year, watched by millions worldwide.

Aspects of the game are certainly changing with the advancement of Big Data. Predicting the outcome of the game and advertising is changing rapidly.

Despite these changes though fans can still watch and enjoy one of the best sporting spectacles in the world!

To view our infographic, The Numbers Behind The Game, CLICK HERE