Insights from super bowl xlvii 2013 post game analysis (brands + celebs) 2013 complete

©2013 Networked Insights -‐ Proprietary and confiden<al Proprietary and confiden/al 1

Most discussed brands & celebs -‐ Super Bowl XLVII

1

Post Game Analysis


Post Game Analysis Networked Insights analyzed more than 24 million real-‐<me social media conversa<ons across TwiDer, Facebook, blogs and forums for the dura<on of Super Bowl XLVII. Analysis was performed using Networked Insights SocialSense technology, a first of its kind marke<ng decisions plaPorm used by brand adver<sers, marketers, and entertainment companies to extract consumer insights and real-‐<me trends from social data.


Table of Contents

1.  Top 5 Most Discussed Super Bowl Topics

2.  Top 10 Super Bowl Ads

3.  Deep Dive Analysis: 3 Most Interes<ng Ads

4.  Top 5 Celebri<es in Super Bowl Ads

5.  Deep Dive Analysis: Beyoncé HalZime Show

6.  Top 10 Most Tweeted Hashtags

7.  Top 5 SB Adver<sers Facebook Fan Page Growth


Top 5 Most Discussed Super Bowl Topics

32% Beyoncé’s HalKime Show 21% Ravens 17% 49ers 8% AdverSsers 3% Blackout

Social Media ConversaSon Breakdown

While Super Bowl XLVII played out on the field, viewer reac<ons baDled it out on social media. More than 24 million conversa<ons took place online, touching on the big game, the halZime performance, and the most expensive adver<sements of the year. Networked Insights used its marke<ng decisions plaPorm, SocialSense, to organize viewer conversa<on from across the en<re social web. Here are the top themes from Sunday night’s game. Due to the increase in the number of ac<ve individuals on social year over year, it comes to no surprise that this year’s audience was even more socially engaged than last. Interes<ngly, conversa<ons during the game about the adver<sers represented a smaller share of total conversa<ons than they did last year. This may be par<ally related to the fact the game this year was more closely contested than the previous year.

Super (Social) Bowl XLVII


Top 10 Super Bowl XLVII AdverSsers

If there is a rule for Super Bowl adver<sing success it’s to be memorable. Social data provides a real-‐<me window into what viewers are reac<ng to most.

Using SocialSense, Networked Insights analysts were able to understand not only which commercials ranked highest and lowest (see bolded) but why.

The brand ranking is based on volume of posts and net sen<ment, the +/-‐ change in adtude.

AdverSsers Winning the Big Game Rank AdverSsement Volume Net

SenSment AdverSser

1 “Perfect Match” 255,121 -‐11% GoDaddy.com

2 “Viva Young” 213,125 40% Taco Bell

3 “Concept 30” 209,539 0% Calvin Klein

4 “Brotherhood” 154,037 26% AB InBev

5 “Farmer” 96,326 54% Ram

6 “Cookie v Cream” 65,373 16% OREO

7 “Crackin Style” 58,938 40% Wonderful Pistachios

8 “Miracle Stain” 55,770 59% Tide (Procter & Gamble)

9 “Goat” 51,053 24% Doritos

10 “Fashionista” 47,962 43% Doritos


Deep Dive Analysis: 3 Most InteresSng Ads What makes ads resonate with audiences?

Understanding the reasons behind why an ad resonated with viewers requires a deep analysis of its many layers. Using proprietary machine learning and clustering technologies, Networked Insights is able to dive into the conversa/ons around the ads in order to help marketers know what content actually worked and what did not.

GoDaddy made an impression during the Super Bowl. The veteran Super Bowl adver<ser provoked strong reac<ons with its extreme close-‐up of model Bar Refaeli making out with a nerd. •  36% -‐ was about Danica Patrick and how

she’s ruining her career endorsing this brand •  35% -‐ was about how disgus<ng this ad was

and how much they hated it (especially the crass sound effects)

•  7% -‐ was about Bar Refaeli •  1% -‐ was about how they thought GoDaddy

had goDen Kramer (from Seinfeld) to be in the ad

GoDaddy.com – “Perfect Match” Most Post Volume

Tide also scored with an ad in which a football jersey stain resembling San Francisco 49er great Joe Montana is washed out by a Bal<more Ravens fan. •  30% -‐ Loved the ad, thought it was clever,

cute, and hilarious •  14% -‐ loved that the wife in the ad was a

Ravens fan •  9% -‐ used the promoted hashtag

“#MiracleStain” •  8% -‐ loved that the stain was of Joe

Montana •  5% -‐ was about the blackout ad hijacking

Tide promoted with #TidePower

Tide – “Miracle Stain” Highest PosiSve SenSment

In this Taco Bell Super Bowl ad, watch as a group of young-‐at-‐heart grandpas and grannies sneak out of their re<rement home for a night of reveling. With the band “fun.” singing a comically bad Spanish rendi<on of their popular hit "We Are Young" in the background, we see the group of mischief-‐makers partying hard and fast, before ending their night at -‐-‐ where else? -‐-‐ a Taco Bell.

•  24% -‐ Thought that the ad was hilarious •  13% -‐ liked the old people •  12% -‐ thought that this ad “won” the Super

Bowl •  9% -‐ talked about how the ad featured “We

Are Young” in Spanish

Taco Bell – “Viva Young” Highest Post Volume & SenSment


Top 5 Super Bowl XLVII CelebriSes

CelebriSes in the Spotlight

Which celebri<es struck a chord with viewers this year? Social data revealed the most discussed celebrity adver<sement appearances during the Super Bowl. PSY, the South Korean Gangnam Style singer, was the most talked about celebrity of the night, due to his appearance in a spot for Wonderful Pistachios. Coming off a popular co-‐hos<ng gig for the Golden Globes, however, Amy Poehler’s appearance in a Best Buy ad had the most posi<ve viewer reac<on. This is in contrast to the rather low engagement with the ad’s hashtag #InfiniteAnswers. By combining 3 celebs in their ad, Samsung captured half of the top 5 post volume.

Super Bowl Star Power

Rank Name Post Volume Net SenSment

1 PSY 18,046 4%

2 Amy Poehler 16,341 46%

3 Paul Rudd 11,872 18%

4 LeBron James 10,720 8%

5 Seth Rogen 7,089 19%

Post Volume: # of men<ons Net Sen<ment: +/-‐ swing in adtude


Deep Analysis of the Beyoncé HalKime Show

30% -‐ Thought “OMG,” Beyoncé was amazing

23% -‐ was about Des<ny’s Child’s cameo

11% -‐ thought that Beyoncé should be named the game’s MVP

10% -‐ was about how people think that Beyoncé made some Illumina< hand signs

7% -‐ was about how elaborate her stage was and how much fire there was on stage

Social Media ConversaSon Breakdown

Beyoncé brought the house down at Super Bowl XLVII, but what really got viewers talking on social media? Networked Insights analyzed more than 6 million conversa<ons on TwiDer about the star’s performance and iden<fied the top conversa<on themes that inspired viewers to react. Using this data, marke<ng professionals and event organizers can ascertain which guest appearances surprised viewers, and which arrangements failed to impress.

HalKime Hit


Top 10 Most Tweeted Hashtags

TwiDer hashtags were men<oned in 26 of the 52 na<onal commercials CBS broadcast in this year’s Super Bowl. That is a 300% increase from 2012. Facebook men<ons dropped 50%, only being men<oned in 4 commercials. Takeaway: When it comes to real-‐<me marke<ng and second screen adver<sing, TwiDer dominated. OREO’s use of the SuperDome’s unexpected blackout with it’s on-‐the-‐fly update is a perfect example – that ad was retweeted over 12,000 Smes.

Cross Pladorm AdverSsing Rank AdverSsement

1 #Clydesdales (Budweiser)

2 #Doritos (Pepsi Frito-‐Lay)

3 #CrackInStyle (Wonderful Pistachios)

4 #CalvinKlein (Calvin Klein)

5 #GodMadeAFarmer (Ram)

Rank AdverSsement

6 #HandleIt (Speed S<ck)

7 #HereWeGo (Bud Light)

8 #GetHappy (Volkswagen)

9 #TheNextBigThing (Samsung)

10 #MiracleStain (Tide)


Top 5 Facebook Fan Page Growth – Super Bowl XLVII

Super Bowl Super Fan Pages

Embedding social call-‐to-‐ac<ons (CTA) into tradi<onal ads has become a popular strategy for brands during the last year. What beDer way to test that theory than at the Super Bowl? Networked Insights determined the brands that most successfully leveraged Facebook fans either through embedding social call-‐to-‐ac<ons (CTA) or smart content. Hyundai had the largest percentage of new fans, while Blackberry added the largest amount of new fans.

Brands Find Facebook Friends

Rank AdverSser % of New Fans

1 Hyundai 3.00%

2 Lincoln Motor 2.57%

3 GoDaddy 2.47%

4 RIM 1.81%

5 Wonderful Pistachios 1.39%

Rank AdverSser # of New Fans

1 Blackberry 431,094

2 Coca-‐Cola 379,133

3 OREO 114,049

4 Mercedes-‐Benz 54,817

5 Taco Bell 54,250


What we did Share of voice – the percentage of the conversa<on across social media focused on a par<cular Super Bowl adver<sement and its contribu<ng aDributes (celebri<es, featured products, etc.). Net senSment – the posi<ve or nega<ve swing in social sen<ment across social media. Social Index – a composite score of post volume, conversa<on sen<ment, and the accelera<on of the conversa<on. Post Volume – the number of men<ons on social media.

Key Terms Networked Insights analyzed more than 24 million real-‐<me social media conversa<ons across TwiDer, Facebook, blogs and forums for the dura<on of Super Bowl XLVII. Analysis was performed using Networked Insights SocialSense technology, a first of its kind marke<ng decisions plaPorm used by brand adver<sers, marketers, and entertainment companies to extract consumer insights and real-‐<me trends from social data.


Helping markeSng professionals make sense of the social web.

Ques/ons or comments, please contact: Dave Struzzi PR Manager [email protected] O: 646.545.3901 M: 646.963.5062

Insights from super bowl xlvii 2013 post game analysis (brands + celebs) 2013 complete

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