• by Mark Walsh  @markfwal, February 11, 2013

In case you haven’t had your fill of social, mobile or TV viewing stats from the Super Bowl, Millennial Media today added some more. The mobile ad network found 87% of impressions during the game were generated by smartphones compared to 13% for tablets.

Generally, 75% of impressions on the network come from smartphones, 20% form “connected devices” such as tablets and e-readers, and 5% from feature phones. The share of tablet use, however, hit a high of 20% immediately following the game, with fans turning to social, communications and entertainment applications to chat about the event.

Overall impressions spiked 13% during the power outage at the start of the third quarter, the so-called Blackout Bowl that gave nimble marketers the opportunity to newsjack the event. Besides traffic surging during the delay and at key points in the game itself (e.g. Ed Reed’s second quarter interception), Millennial noticed usage patterns also differed by audience segment.

“One of the other key trends we noticed was that different audiences reacted to the game very differently. During halftime, for example, our Sports Fan audience used the break in the game to engage with additional sports content, while our Parents audience followed along with the halftime show by primarily engaging in Entertainment content,” wrote Marcus Startzel, GM, North America, at Millennial, in a Monday blog post.

See the full Millennial mobile stats here.