Social media color commentary for Super Bowl XLVIII.
Conversations that take place on Twitter, Facebook, blogs and forums during the Super Bowl span many different topics. Each year there are brands, topics, events, and players that receive more share of the conversation than others.
Did the Broncos or Seahawks capture more social mentions? What were most mentioned brands? Were people talking more about Super Bowl parties or ads?
Lambert, Edwards & Associates has partnered with Infegy to use their revolutionary Social Analytics Platform socialradar to monitor the millions of conversations occurring in social media related to the Super Bowl. Here’s what we found:
Top Ten Findings
1. Gender distribution: Pre-game discussions were driven by men, who accounted for 67% of all posts. This shifted to 53% men, 47% women posting during the game.
2. Previous year data was run for a longer time period: As a result this year appear to have less conversations. In fact after tomorrow morning this year will have generated substantially more conversations. We’ll follow-up on this. Right now the more important figure is the total share of conversations for the Super Bowl, which at peak this year hit 2.85%.
3. Top 3 commercials by volume were driven by posts from women: Women represented the majority of commentators for Budweiser’s Puppy Love, H&M’s TV Purchase, Beat’s Goldilocks (featuring Ellen Degeneres).
4. Top 3 commercials by favorability: Budweiser’s Hero’s Welcome, Intuit #TeamSmallBiz, Doritos’ Time Machine *T-mobile’s text commercial didn’t register specific comments and should not be counted due to low volume.
5. Bottom 3 commercials by volume: T-Mobile’s text commercial didn’t have a strong enough unique identifier and didn’t seem to resonate. Doritos’ Cowboy Kid also didn’t have strong identifiability. Sprint’s Framily commercial, the only people who said anything about Sprint’s confusing commercial, hated it.
6. Bottom 4 commercials by sentiment (vol over 1,000): Posts referencing Pepsi and their commercials turned negative due to a political activist campaign from http://www.thunderclap.it/tipped/8451/twitter. The following tweet originated as a result of this petition #Pepsi pays $8 million PER MINUTE for #Superbowl #Halftime ads while poor farmers lose their land. #BehindtheBrands; The few that commented on Ford’s first commercial featuring Rob Riggle mostly hated it. Maserati, the majority of those that commented felt that Maserati was a complete mismatch for the general audience watching the Super Bowl. Common comments referenced the affordability being out of reach of the average viewer.
7. Auto commercials: Chevy’s #Romance won by volume. Hyundai’s #SixthSense won by favorability. Jaguar’s #GoodToBeBad or Rendezvous commercial came in second by favorability with a slight majority of men commenting.
8. Half-time discussions: Parties and ads maintained their share of conversation volume from 2013, however, halftime discussions were cut nearly in half. Bruno and RHCP simply did not have the star power of Beyonce or the shock and awe of Beyonce reuniting with Destiny’s child for her performance.
9. Higher volumes of team conversations: The previous two years saw relatively low conversation volume about the competing teams. This year share of voice rebounded from an all-time social low of 8% to 18%.
10. Microblogs (Twitter and Facebook) were the preferred choice: Following a continued shift away from longer form social media platforms like blogs and forums, Twitter and Facebook accounted for 99% of the total conversation volume this year, the highest recorded in the last seven years.
For some more context, here’s how the digital landscape looked prior to the game.
Lambert, Edwards & Associates offers digital strategies focused on connecting brands directly with consumers using social media. To learn more contact us at firstname.lastname@example.org.