According to Emplifi’s data, there has been more than 1.52 million mentions about this year’s big game on X since January 1, accounting for 83.3% of Super Bowl-related conversations happening online
NEW YORK, February 09, 2026 — Emplifi, a leading CX and social media marketing platform, today released social listening data from the lead-up to Super Bowl LX (Jan 1 – Feb 8, 2026). According to Emplifi’s analysis, online conversation around the event was overwhelmingly concentrated on X, reinforcing the platform’s role as the primary destination for real-time reactions during major live moments.
Across the listening period, X generated 1.52 million mentions — accounting for 83.3% of all Super Bowl-related chatter, while Facebook captured 8.2% and Instagram just 4.0%. The findings highlight that while visual platforms continue to grow, live event discussion still happens most intensely on fast-paced, commentary-driven channels.
The Halftime Show emerged as the strongest conversation driver, generating 1.34 million mentions from 583,000 unique authors, nearly three times the volume of team-related discussion. Sentiment across several of the most-discussed topics leaned negative, suggesting that entertainment moments sparked especially high engagement and debate compared to gameplay alone.
Hashtag usage further reflects the scale of live participation. #superbowl appeared in more than 120,000 mentions, followed by #superbowllx with 41,800 mentions and #badbunny with 33,500 mentions, while #halftimeshow ranked among the most-used tags during peak conversation windows — highlighting how audiences actively shaped the Super Bowl narrative in real time.
While the conversation was dominated by the game and halftime show, brands still achieved meaningful visibility through commercial moments. Across the listening period, brand-related discussion generated more than 64,000 mentions from over 51,000 unique authors.
Among advertisers and organizations, Budweiser led brand-related conversation with more than 20,000 mentions, followed by Pringles (6,000 mentions) and Apple Music (5,300 mentions). This brand visibility was closely aligned with live reactions to Super Bowl commercials and shared viewing moments, suggesting that ad placements continued to be a key entry point into real-time conversation.
Beyond raw volume, the data highlights the breadth and intensity of participation, with hundreds of thousands of unique authors generating millions of social interactions and billions of potential impressions. Conversation volume surged sharply around key moments leading into game day, reinforcing the Super Bowl’s role as a real-time social event rather than a slow-burn discussion.
Overall, the findings suggest that Super Bowl conversation is increasingly shaped by the intersection of sports, entertainment, and brand storytelling — and that X remains the platform where immediate public reaction and brand visibility are most concentrated.
Listening data + Singer appearances in brand content
The data also shows how music and storytelling helped brands break through the Super Bowl conversation. Several of the most-mentioned individuals during the listening period were artists and entertainers directly connected to commercial moments, reinforcing how recognizable songs and personalities can quickly capture attention in a live, fast-moving environment.
For example, Sabrina Carpenter generated more than 6,200 mentions from 5,700 unique authors, aligning with conversation around Pringles’ music-driven creative and highlighting how the use of a familiar song helped the brand enter real-time discussion. Pringles ranked among the most-mentioned advertisers overall, generating 6,038 brand mentions, much of which appeared within live commercial reaction.
Bud Light’s humor-led approach also surfaced through celebrity-driven engagement. While brand discussion was spread across the broader conversation, Budweiser and Bud Light-related entities collectively generated more than 20,000 mentions, with additional attention tied to recognizable personalities featured in their spots. These moments underscore how celebrity presence can amplify reaction during commercial breaks, even amid intense competition for attention.
Budweiser, meanwhile, leaned into emotional storytelling rather than comedy. The brand led advertiser-related conversation with 20,103 total mentions from nearly 18,900 unique authors, pairing a concise narrative with Lynyrd Skynyrd’s “Free Bird” to deliver a moment that resonated beyond humor alone. The spot’s music-backed storytelling helped make it one of the most discussed brand moments of the event.
Taken together, the data suggests that music-led and narrative-driven creative — whether playful or emotional — continues to be a powerful way for brands to surface in Super Bowl conversation, particularly on platforms like X, where audiences react instantly to familiar sounds, faces, and emotional cues.
About Emplifi
Emplifi is a leading social media marketing platform, empowering brands to deliver meaningful, connected experiences across digital channels. Recognized as a Leader by renowned analysts and celebrated as a customer favorite, Emplifi provides innovative, data-driven insights and AI-powered tools to help brands optimize social media performance, elevate their influencer marketing strategies, and deliver impactful customer engagement across marketing, commerce, and care.