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2010 Super Bowl: Some search touchdowns
February 8, 2010
While 106 American football players sought yardage in the
2010 Super Bowl
, millions of people sought information related to the big game from
Google search
. We looked at some game-day search trends and data* to see what football fans were searching for this year.
Most searched-for team
To the victor of this year's big game went the search spoils: The
New Orleans Saints
captured both the NFL championship and the lion's share of Super Bowl team searches in 2010.
Most searched-for player
For leading the New Orleans Saints to their 31–17 win over the Indianapolis Colts — with 288 yards, two touchdowns and 32 of 39 passes completed — quarterback Drew Brees won the Most Valuable Player award. But
Peyton Manning
earned the status of the Super Bowl's most searched-for player, beating out some tough competition and followed by
Drew Brees
,
Reggie Bush
,
Hank Baskett
and
Scott Fujita
.
Many fans of Reggie Bush also expressed interest in his girlfriend
Kim Kardashian
; searches for her name, both on its own and linked with Reggie Bush's, spiked significantly during the game. Additionally, search volume for football great
Walter Payton
— after whom the Walter Payton Man of the Year Award was named — was as high as that for some of the game's top five most searched-for players.
Most searched-for coach
Behind every team is a great coach, and behind every coach is an engaged online community. This year,
Sean Payton
, who has coached the New Orleans Saints since 2006, was the most searched-for team leader.
Most searched-for party planning terms
Die-hard football fans and casual shindig hosts alike look forward to game day for its party planning possibilities. This year, people went online to find all the information they needed to watch the game and to make sure they were well-fed during the same. Some top rising recipe searches on game day included
buffalo chicken dip
,
guacamole
,
7-layer dip
and
pigs in a blanket
.
People were also looking for information on how and when to watch the game; searches related to the start time of the game and
watch Super Bowl 2010 online
were both notably high.
Most searched-for advertisers
In addition to spotlighting some of the finest football teams in the U.S., the Super Bowl is a showcase for some of the funniest, coolest and most interesting creative advertisements each year. This year, the prospect of "free" dominated the searched-for ads. The offer of free pants from
Dockers
garnered a spike of queries which continued throughout the game.
Twice
,
Denny's
advertised free grand slam breakfasts, leading to two bumps in searches for
Denny's free breakfast
,
Denny's locations
and
Denny's
.
Searchers also enjoyed ads featuring celebrities — including Betty White, who played football and ate
Snickers
bars, and Megan Fox, who used a
Motorola
smartphone.
We told the story of an American who finds love in Paris — using search queries.
Google Super Bowl commercial
led searchers to the love story of a man who dutifully searched for information on
how to impress a French girl
,
long distance relationship advice
and
how to assemble a crib
. (Full disclosure: We work for this advertiser.)
Stay tuned
Which advertiser won the position of Favorite 2010 Super Bowl Ad, according to fans? Check out
YouTube's Ad Blitz
results on February 17 to see which Super Bowl ad received the greatest number of positive votes from the YouTube community. Until then, you can use
Google Trends
to see more Super Bowl-related queries.
*We used internal tools to quickly gather this data. All of the search queries we looked at were anonymous — no personal information was used.
Posted by Jeffrey Oldham, Software Engineer
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