Super Bowl Live Tweets: The Usage of Social Media during a Sporting Event

The development and popularity of social networking sites (SNS) and technology have changed audiences' media consumption patterns, particularly TV viewing. TV audiences share their viewing experiences real-time through computer-mediated communication, which creates a pseudo-communal viewing experience. Typically, social media is well known for assisting this new form of TV viewing practice. There is an emerging body of literature on what types of messages people share with others while they are watching TV and how those messages and conversations are related to the context of the program they are watching. However, little research has been conducted on social media behavior while watching sports games. Therefore, this study plans to analyze the viewer's social TV behaviors and engagement during a Super Bowl game and further compare whether the "coverage of conversations" is related to the nature of the game.