The New England Patriots might have taken home the trophy in a last-minute turnaround at this year’s Super Bowl, but “Guardians of the Galaxy Vol. 2” took home the award for the most social media chatter in response to the film’s promotional pregame spot.
According to Internet analytics company comScore, the spot generated 47,800 new conversations upon airing. The company determined the number of new conversations using its PreAct software, which specializes in tracking marketing campaign performance for upcoming theatrical releases.
But comScore wasn’t just keeping track of numbers for “Guardians of the Galaxy Vol. 2” -- it was also keeping an eye on traffic generated by films like “Pirates of the Caribbean: Dead Men Tell No Tales,” which aired its spot during the game’s second quarter and started 25,200 conversations.
The spot for “Transformers: The Last Knight,” which also aired during the game’s second quarter, generated 19,700 conversations. “The Fate of the Furious” aired during the game’s second quarter and generated 16,300 conversations. “Logan” aired during the game’s second quarter and generated 10,200 conversations. “Baywatch” aired during the game’s third quarter and started 7,800 conversations.
Premiering in theaters on May 5, “Guardians of the Galaxy Vol. 2” is a production of Marvel Studios directed by James Gunn and starring Chris Pratt, Zoe Saldana, Dave Bautista, Vin Diesel and Bradley Cooper.