Networked Insights Super Bowl XLVIII Brand and Advertising Analysis

Tu
r

XLVIII

February
2014

S
n i n T -G
g A
me M
tric E
s i CO
nto N
m e VE
a n RS
ing AT
fo I O
rb N
ra A
nd N
m a AL
rke YSI
te S
rs

PO

SUPER BOWL

Post-Game Analysis

WHAT WE DID
Networked Insights analyzed more than 25 million realtime consumer conversations across the social web during this
year’s Super Bowl. Sources include social networks Twitter
and Facebook, comment sections in YouTube, Wordpress and
Disqus, along with millions of blogs and forums
Analysis was performed using the same Networked Insights
technology that brand marketers and entertainment companies
use to deliver strategic marketing insights across audience,
content and media. Our real-time platform is composed of data
scoring, tagging and classification technology in concert with
clustering, machine learning, semantic analysis and interest
matching technologies.

Page 2

Table of Contents

4
5
6
7
8
9
10

Top 10 Super Bowl Advertisers
Thematic Analysis for Maserati, H&M, and Beats Music’s Ads
Most Popular Advertisers by Audience
Most Popular Advertisers by Catergory
Top 10 Super Bowl Celebrities
Most Discussed Players
Methodology

Page 3

Top 10 Super Bowl Advertisers
Successful Super Bowl ads are not only memorable, they’re discussed and shared across the social web. Real-time analysis of consumer conversations
provides insight into what captures their attention. Using Networked Insights’ technology, our analysts were able to discover not just how much commercials
were shared, but why commercials were favorably supported by consumers or fell short. This brand ranking is based on volume of posts and net sentiment.

Ranker

Volume

Net Sentiment

1

539,610

+25%

2

309,780

3

Ranker

Volume

Net Sentiment

6

98,910

+13%

+19%

7

88,660

+20%

273,760

+17%

8

73,420

+22%

4

178,080

+26%

9

71,270

+18%

5

122,590

+15%

10

69,630

+23%

Net sentiment –This value represents the ratio of positive to negative conversations expressed about a brand.

Page 4

Thematic Analysis
Why are some ads embraced when others are rejected during the Super Bowl? That complex question can now begin to be answered in near real-time by
performing thematic analysis of consumer conversations. Such analysis reveals the elements of a commercial that resonate with an audience. These insights
can be leveraged in subsequent campaigns and activities, serving as a feedback loop for brands, allowing them to optimize marketing with social data.
Below are insights on consumer conversations around Maserati, H&M and Beats Music’s Super Bowl commercials.

“Strike”

28%

Positive

68%
55%
38%
19%
3%

77%

Neutral

#UNCOVERED

5%

Negative

Loved that Maserati picked
Quvenzhané Wallis to be in their ad
Liked the aesthetic and drama
created in the ad
Thought the ad was at first a movie
trailer/preview, not a car commercial
Were surprised at the car’s price
Felt surprised about seeing the ad
during the Super Bowl

21%

Positive

92%
67%
35%
18%
9%

75%

Neutral

“The Right Music”

4%

Negative

Focused on David Beckham
Talked about how hot/sexy
the ad was
Said that this ad was their favorite
Were hoping to replay/re-watch
the ad
Suggested that this was the best part
of the Super Bowl

18%
Positive

72%
32%
15%
3%
0.5%

79%

Neutral

3%

Negative

Focused on Ellen DeGeneres
Liked the “cute” tone of the ad
Disliked that Beats Music had a
monthly subscription fee
Focused on the Puppy Bowl
integration
Focused on the Aloe Blacc song
featured in the ad

Page 5

Most Popular Advertisers by Audience
For marketing executives, winning the Super Bowl ad game isn’t merely about being the most popular commercial that aired Sunday night.
To score a touchdown with consumers, brands need to connect with their target. Below is a list of the best performing advertisers by audience, a result of
Networked Insights’ ability to segment social data in real-time.

Rank

Dads

Moms

Millennials

GenX

Beer Drinkers

1
2
3

Page 6

Most Popular Advertisers by Category
Advertisers compete for customers within their category. Below is a ranking of ads from four categories that include the majority of Super Bowl advertisers.

Automotive

Food

Beverage

Tech-related

1

1

1

1

2

2

2

2

3

3

3

3

4

4

4

4

5

5

5

5
Page 7

Top 10 Super Bowl Celebrities
Super Bowl Star Power

Celebrities in the Spotlight

Which star shined brightest during the Super Bowl?
Selecting the right celebrity—not just the biggest celebrity--is a
must for connecting with the targeted audience and something
that socially-informed segmentation can deliver in advance of
creative development. We analyzed the celebrities from each
ad to see who was most discussed. Social data revealed who
had the most successful appearance during the game.

Women 52%

*Net sentiment: This value represents the ratio of positive to negative conversations expressed about a brand.

2

Tim Tebow

153,392

3

Ellen DeGeneres

80,291

Jerry Seinfeld

60,056

Bruce Willis

31,990

6

James Franco

26,543

Stephen Colbert

19,543

Scarlett Johansson

16,873

9

Arnold Schwarzenegger

8,983

10

Men 48%

251,491

8
Gender break-down of Super Bowl 48’s
Halftime Conversation*:

David Beckham

7

Women 41%

1

5
Men 59%

Name

4

Gender break-down of Super Bowl 48’s
Overall Conversation*:

Ranker

Brand

Post Volume

Bono

8,666

Post Volume: # of mentions
Net Sentiment: +/- swing in attitude

Page 8

Most Discussed Players
Which players were the social MVP’s during the Big Game? More and more NFL teams and players are becoming aware of their social presence and how
consumers engage with them. Networked Insights’ analysts shed some light on football player popularity from in-game conversations.

SEATTLE
SEAHAWKS

DENVER
BRONCOS

1

Percy Harvin

1

Peyton Manning

2

Richard Sherman

2

Eric Decker

3

Russell Wilson

3

Wes Welker

Page 9

Methodology

What We Did
Networked Insights analyzed over 25 million real-time
conversations across the social web during Super Bowl XLVIII.
Analysis was performed using the same Networked Insights
technology that brand marketers and entertainment companies
use to deliver strategic marketing insights across audience,
content and media. Our real-time platform is composed of data
scoring, tagging and classification technology in concert with
clustering, machine learning, semantic analysis and interest
matching technologies.

Key Terms
Share of voice - percentage of the conversation across social
media focused on a particular Super Bowl advertisement and
its contributing attributes (celebrities, featured products, etc.).
Net Sentiment - this value represents the ratio of positive to
negative conversations expressed about a brand.
Social Index - a composite score of post volume, conversation
sentiment, and the acceleration of the conversation.
Post Volume - the number of social media mentions.

Page 10

Contact Us

ARE YOU CAPITALIZING ON
REAL-TIME CONSUMER DATA?

YOUR SOLUTION
FOR THE MARKETING REVOLUTION

Discover the power of insights-driven brand
marketing and why leading advertisers at Fortune
100 companies across multiple categories license
Networked Insights’ platform to gain a real-time
competitive advantage.

For more information visit www.networkedinsights.com
or email us at info@networkedinsights.com

Page 11

Networked Insights Super Bowl XLVIII Brand and Advertising Analysis

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