Super Bowl XLVIII Brands and Ads: Social Analysis Provides a Closer Look

TV

Networked Insights analyzed consumer conversation from all across the social web activity during last night’s Super Bowl.

It was a massive amount of data to analyze too; there were more than 25 million conversations about Super Bowl XLVIII across Twitter, blogs, and forums during the Big Game. Viewers talked about everything from the players to the national anthem to the halftime show performances.

Of course, Networked Insights paid close attention to the brands and advertisers involved in Super Bowl XLVIII. To find out which ads got viewers talking, and the reasons why, we used our technology platform —the same platform that brand marketers and entertainment companies use to gain strategic insights across audience, content and media—to deliver comprehensive analysis.

Some key points from Super Bowl XLVIII:

  • MaseratiH&M, and Beats Music were the consumer ad favorites.
  • GoDaddy didn’t crack the Top 10 ads this year. Last year they were #1—a 95% decrease in volume, or 20x less conversation (controversy) in 2014.
  • Even though it aired right after the game, eSurance’s ad got more people talking than any other ad last night.
  • The largest conversation spike for H&M/David Beckham. (133,310 posts when it aired)
  • The largest total conversation for T-Mobile (309,780 posts)

Top 10 Most Discussed Brands
(# of social conversations)

1)      eSurance – 539,610
2)      T-Mobile – 309,780
3)      H&M – 273,760
4)      Budweiser – 178,080
5)      Doritos – 122,590
6)      Coca-Cola – 98,910
7)      Bud Light – 88,660
8)      RadioShack – 73,420
9)      Bank of America – 71,270
10)    Maserati – 69,630

 

Top 3 Consumer Favorite Ads & Conversation Themes

1) Maserati

(sentiment: 28% Positive, 5% Negative)

68% – loved that Maserati picked Quvenzhané Wallis to be in their ad
55% – liked the aesthetic and drama created in the ad
38% – thought the ad was at first a movie trailer/preview, not a car commercial
19% – were surprised at the car’s price
3% – felt surprised about seeing the ad during the Super Bowl

 

2) H&M

(sentiment: 21% Positive, 4% Negative)

92% – focused on David Beckham
67% – talked about how hot/sexy the ad was
35% – said that this ad was their favorite
18% – were hoping to replay/re-watch the ad
9% – suggested that this as was the best part of the Super Bowl

 

3) Beats Music

(sentiment: 18% Positive, 3% Negative)

72% – focused on Ellen DeGeneres
32% – liked the “cute” tone of the ad
15% – disliked that Beats Music had a monthly subscription fee
3% – focused on the Puppy Bowl integration
0.5% – focused on the Aloe Blacc song featured in the ad
 

Top Advertisers by Category:

Automotive: 1) Maserati 2) Ford 3) Kia 4) Audi 5) Toyota

Food: 1) Doritos 2) Cheerios 3) Wonderful Pistachios 4) Oikos 5) Chobani

Beverage: 1) Coca-Cola 2) Pepsi 3) SodaStream (only other beverages were beer)

Consumer Tech-related: 1) T-Mobile 2) Radio Shack 3) Beats Music 4) Microsoft 5) Sonos

 

Top 10 Celebrity Endorsers:
(# of conversations)

1.       Tim Tebow (T-Mobile) – 153,392
2.       Ellen DeGeneres (Beats Music) – 80,291
3.       Jerry Seinfeld (Comedians in Cars Getting Coffee) – 60,056
4.       Bruce Willis (Honda) – 31,990
5.       James Franco (Ford) – 26,543
6.       Stephen Colbert (Wonderful Pistachios) – 19,543
7.       Scarlett Johansson (SodaStream) – 16,873
8.       Arnold Schwarzenegger (Bud Light) – 8,983
9.       Bono (Bank of America) – 8,666
10.   John Stamos (Oikos/Dannon) – 6,996

Most Tweeted Moments from the game
(Tweets per minute)

1.     Percy Harvin’s kickoff return for a TD – 381,605
2.     Jermaine Kearse TD in the 3rd quarter – 271,775
3.     Malcolm Smith interception return in 2nd quarter – 244,889
4.     End of the halftime show – 229,533
5.     Red Hot Chili Pepper’s performance – 215,540