Super Bowl LVIII was a historic moment for X (formerly Twitter), as it set new records in user engagement and brand participation. Impressions, user posts, and video views all saw significant increases compared to last year, with a 31%, 41%, and 75% rise respectively. This surge in activity was fueled by the overtime victory by the Kansas City Chiefs over the San Francisco 49ers, making it the longest Super Bowl game in history.

The game’s most memorable moments included Patrick Mahomes being named MVP after leading the Chiefs to their third title win in five years and Taylor Swift receiving one of the night’s loudest cheers for chugging a beer. Music fans also had a massive interaction with Usher’s performance at the Apple Music Super Bowl LVIII Halftime Show.

On the advertising front, 77% of brands that advertised on-air during the game also launched their campaigns on X, highlighting the platform’s importance in amplifying brand visibility. For example, DraftKings dominated conversations without a national TV spot, and Mountain Dew’s post featuring Aubrey Plaza and Nick Offerman became the most-watched video from a brand’s handle on X.

Duolingo emerged as the most-liked brand, while Verizon was the most mentioned, thanks to its association with Beyoncé.

Unfortunately for Canadians, due to Bell Media’s exclusive broadcast rights of the Super Bowl here, local ads were shown instead of these high-profile ads.

The NFL and X partnership highlighted the platform’s role in enhancing the Super Bowl experience for fans, partners, and brands. As X continues to be the hub for real-time sports conversation, it is set to play a significant role in upcoming events like March Madness, NBA Finals, and Paris Olympics.

In conclusion: “The Super Bowl was just another reminder: there is no substitute for X,” said Linda Yaccarino, CEO of X.