Super Bowl LIX was more than just a showdown between the Philadelphia Eagles and the Kansas City Chiefs—it was a global spectacle that ignited conversations across social media. With over 36.8 million interactions and a total reach of 9 billion, the buzz was undeniable. We dug into the data using Onclusive Social to see what captured audiences worldwide. By analyzing engagement patterns, trending hashtags, and sentiment shifts, we uncovered how key moments shaped online conversation in real time.
The Super Bowl conversation was diverse, but a few key themes dominated:
The Philadelphia Eagles, led by Nick Sirianni and Jalen Hurts, secured a victory over the Kansas City Chiefs in an intense Super Bowl LIX matchup. Saquon Barkley was a key player in the win, capping off an outstanding season for the team.
While their performance on the field was stellar, their dominance extended to social media. Fans flooded platforms with reactions, analysis, and celebrations, solidifying the Eagles as the most mentioned team of the event.
The halftime show was one of the most polarizing moments of the night. Kendrick Lamar, alongside guests SZA, Serena Williams, and Samuel L. Jackson (as Uncle Sam), delivered a performance that sparked intense online debates. The setlist included "Not Like Us," a diss track aimed at Drake, adding another layer of controversy. This strategic move not only fueled fan debates but also spiked hashtag usage, with #KendrickvsDrake peaking at 42K mentions within an hour of the performance.
The conversation around Lamar’s show saw a dip in sentiment the day before the game, as speculation and leaked details surfaced. During the performance itself, social sentiment remained neutral, but post-show discussions exploded, particularly around Lamar’s depiction of the American flag, which divided audiences. A deeper dive into the data showed that 74% of negative sentiment stemmed from international audiences, particularly due to the American flag imagery—demonstrating how cultural context influences online perception.
Interestingly, global media reaction was largely critical of Lamar, while U.S. media coverage was more positive or ultra-supportive, demonstrating a geographic divide in the perception of his performance.
Super Bowl ads are just as much a part of the spectacle as the game itself. This year, brands went all out to capture attention, and the results were staggering:
But wait… if the Booking.com ad had so many views, why did it also receive so much negative sentiment? Most of the negativity stemmed from influencer and user comments criticizing the ad for a lack of creativity, being too short, and moving too fast. While these criticisms boosted visibility, they also reduced the Share of Voice (SOV) and overall positive online conversation around the brand.
Meanwhile, brands like Nike and Budweiser saw an uplift in positive sentiment, successfully blending nostalgia, emotional storytelling, and sports heritage to connect with viewers and lead the conversation at the social level (Mainly in X). Budweiser’s "This Bud’s for You" campaign particularly resonated, reinforcing brand loyalty and sparking organic discussions online. Nike's campaign, in particular, saw a 23% engagement spike among Gen Z audiences, reinforcing the power of nostalgia-driven storytelling in modern brand communications.
The combination of high-profile celebrity endorsements, nostalgia-driven campaigns, and innovative storytelling kept audiences engaged beyond the broadcast, proving that Super Bowl ads remain one of the most powerful tools for brand amplification.
Super Bowl LIX wasn’t just about football—it was a full-scale cultural event. From the Eagles’ victory and Obama’s endorsements to Lamar’s headline-making halftime show, the conversations were as dynamic as the game itself. With billions reached and millions engaged, this year’s Super Bowl proved once again that its impact extends far beyond the field. The data makes it clear: real-time social listening isn't just about tracking conversations—it’s about understanding audience emotions, anticipating trends, and optimizing future engagement strategies for brands, teams, and influencers alike.