With social media channels emerging, marketers planning to increase spend over the next year (60 percent according to Alterian’s recent survey [imbed link in text]) and the Super Bowl 2010 approaching, Alterian took the opportunity to monitor the advertisers of the upcoming event to measure the ‘buzz’ that is associated with each brand’s commercial. As social media has become the new measurable ‘word of mouth’ indicator, on 12/1/2009 Alterian began monitoring conversations, more than 50,000, surrounding the Super Bowl advertising that consisted of 37 advertisers (35 known advertisers and two non-advertisers). To help further understand these results Alterian developed a ‘Social Engagement Index’ to measure the volume and potential reach of conversations about each advertiser in order to understand their preliminary effectiveness in the social media universe.

1. Measuring the Effectiveness of Super Bowl
Advertising using Social Media
February 1, 2010

2. Results Introduction
• Alterian’s most recent survey indicates over 60% of marketers will spend more
on social media in the next year.
• Social Media has emerged as channel for marketers
• The upcoming Super Bowl gives us an opportunity to monitor all of the
advertisers and measure the ‘buzz’ associated with each
• Monitoring social media gives insight into the ‘word of mouth’ associated with
each advertiser
• Using SM2 we are monitoring all conversations surrounding Super Bowl
Advertising and Commercials since 12/1/09
• Currently tracking 37 advertisers; 35 known advertisers and 2 non-advertisers

3. Daily Volume
• We have gathered 51,190 conversations through 1/31/2010
• Of those, 25,961 (51%) reference at least one of the advertisers in our panel

4. Results – Number of Mentions
• The advertiser with the most mentions over the entire period was Pepsi (4463 mentions)

5. Results – Social Engagement Index
• The advertiser with the highest SEI over the entire period was Pepsi (Index of 651)

6. Results – Sentiment Weighted SEI
• The advertiser with the highest Sentiment Weighted SEI over the entire period was
Audi (Index of 1010)

7. Results – Sentiment for Top 5 Advertisers
• The advertiser with the most positive conversations is Pepsi (358)
• The advertiser with the most negative conversations is Focus on the Family (282)

8. Results – Media Sources
• The top media source was Microblogs (i.e. Twitter) with 24,478 results

9. Social Engagement Index Explained
• Alterian has developed a ‘Social Engagement Index’ which measures both the
volume and potential reach of conversations about a advertiser.
• The Index uses SM2’s popularity measure to indicate the ‘reach’ or ‘influence’
potential of each conversations
– Each conversation is rated between 0 and 10 for popularity, higher values indicate a higher
popularity of the individual making the comment
– As an example, for a Twitter post, in order to score a ‘10’ an individual would have to have more
than 5,000 followers
• The index is calculated by summing the popularity score for each conversation
for each advertiser.
• The final value is then calculated by indexing the popularity score against the
average popularity of all advertisers.
• A score of 100 would indicate the “Average Super Bowl Advertiser.’

10. Sentiment Index Explained
• Additional to the Social Engagement Index, Alterian also provides a sentiment-weighted index.
• The Sentiment Index takes into account three measures for each brand to determine the ‘sentiment
reach.’
• The three measures are the total number of conversations, the popularity of the conversations, and the
sentiment of the conversations.
– Each conversation is rated between 0 and 10 for popularity, higher values indicate a higher popularity of the
individual making the comment
– Each conversation is rated for tone as being either Positive, Negative, or Neutral.
• For calculating the index, a positive comment is assigned a value of +1, a negative comment is
assigned a value of -1 and a neutral conversation is assigned a zero.
• The index is calculated by multiplying the sentiment value by the popularity score for each
conversation and then summing those values for each advertiser.
• The final value is then calculated by indexing the sentiment score against the average sentiment score
of all advertisers.
• A score of 100 would indicate the “Average Super Bowl Advertiser.’