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Winners and losers on social media during Super Bowl LII

Winners and losers across all platforms during Super Bowl LII.

Super Bowl LII is in the books and it was a game for the ages with high scoring and plenty of drama. All of that played out on social media with 5.3 million mentions of the Super Bowl on Facebook, Twitter and Instagram, according to international social media analytics firm Talkwalker.

The underdog Philadelphia Eagles led for most of the game and received 1.4 million mentions across social media platforms, compared to about 805,000 mentions of the New England Patriots.

Online conversation about Justin Timberlake's halftime performance peaked around 8 p.m. MST, according to Talkwalker. One million mentions of Timberlake happened online, with more than 117,000 mentions of his tribute to Minneapolis hometown hero Prince being attributed to those tweets.

Officials at Talkwalker also reported on the global conversation that surrounds the Super Bowl with the majority of social media mentions happening in the U.S. There were nearly 187,000 mentions about the big game in Brazil, followed by Mexico with 172,000 mentions and the U.K. with nearly 148,000 mentions.

As for the commercials, Tide seemed to win over the internet with its ad featuring David Harbour from "Stranger Things." There were 163,800 mentions of Tide during the Super Bowl. Fortunately for Tide, only 11,000 of those mentions featured the hashtag #TidePodChallenge.

Another advertising highlight was the Mountain Dew and Doritos joint ad featuring a rap battle between Morgan Freeman, Peter Dinklage and Missy Elliot. The ad was mentioned 115,100 times.

The late third quarter ad by the NFL featuring Eli Manning and Odell Beckham Jr. dancing made a hard charge with more than 34,000 mentions. Many of them referenced Manning’s mastery over the Patriots in the big game.

One ad that had a great deal of negative buzz was the Dodge Ram ad, which used the words of Dr. Martin Luther King Jr. in its sales pitch, garnering about 11,500 mostly negative mentions.

Although entirely unrelated to the Super Bowl, the birth of Kylie Jenner's baby was confirmed and announced during the Super Bowl resulting in nearly 793,000 mentions.

No one was more surprised to an internet sensation, however, than the kid that Justin Timberlake took a selfie with at halftime. The hashtag #SelfieKid had more than 11,400 almost instantaneous mentions. Ryan McKenna, 13, has since been interviewed by numerous reporters and even made an appearance on "Good Morning America" Monday morning.


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