The Super Bowl might be the world’s greatest match of football titans with one of the world’s largest audiences, topping out at around 111 million tuning in for the game. But only slightly half of the audience is there to watch the actual football game according to a new report from Lightspeed Research

1. NETWORKED
INSIGHTS
Fueling Intelligent Brands

2. The first super, Super Bowl ad Share of Conversation
The kingpin who started the advertising revolution on
the Super Bowl was none other than Apple – with their
“1984″ ad that launched the Macintosh computer.
Chrysler 13.9
They reportedly got $150 million dollars in media
value from that one Super Bowl spot because of the
Volkswagen 13.5
commentary on ABC, CBS, NBC, BBC and others.
Doritos 10.9
Anheuser-Bush 7.3
Best Buy 6.9
Who’s super-sizing their 0 3 6 9 12 14
Social media engagement around all 2011
social lift this year?
The Super Bowl might be the world’s greatest match Super Bowl ads and brands (measured
of football titans with one of the world’s largest 2/6 and 2/7/11).
audiences, topping out at around 111 million tuning
in for the game. But only slightly half of the audience
is there to watch the actual football game according to
a new report from Lightspeed Research who surveyed
over 2000 Americans online and found that nearly as
many viewers were interested in the advertising as
they were in the football.
A very simple way to view the contest is, basically, as a
shouting match. The chart at right shows who won the
battle in terms of mentions after the ads were aired.
This is a reasonable place to start, but offers limited
value if you stop there.
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Phone: 608.237.1867
www.networkedinsights.com
© 2011, Networked Insights, Inc. 2

3. Top Receivers of Social Lift
Teleflora 4.48
And the winner is… Skechers 4.34
So, for our third year running, we set out on a quest
Volkswagen 4.28
to declare a winner of the Super Bowl by determining
which brand got the most media value (what we term
Bridgestone 3.71
Social Lift) from their advertising.
Brisk 3.49
We are defining this Social Lift as the increase in
CareerBuilder 3.42
buzz from a baseline we took before the Super Bowl
CarMax 3.24
(Jan 1 to Feb 4) compared to Super Bowl and directly
Snickers 3.52
after the game (Feb 6 and 7). And the other dimen-
sion we measured was the efficiency of spend, which
Chrysler 2.03
is the total media value divided by the estimated
Best Buy 1.82
spend on the ads. The numbers were averaged to
create an index. So a “2″ is twice as efficient in
0 1 2 3 4
creating social lift per dollar spent as the average
Average
ad in Super Bowl 2011. Social media engagement around Super Bowl
ads and brands.
And this year’s winner is …
Teleflora!
This is their third “Insighty” in as many years.
Email: info@networkedinsights.com
Phone: 608.237.1867
www.networkedinsights.com
© 2011, Networked Insights, Inc. 3

4. Efficiency
• Like any good mix of paid, earned, and owned assets
— which is the secret to maximizing efficiency of media
spend — Teleflora placed only one ad, but leveraged
social conversation around that to achieve the highest
efficiency of spend.
• In contrast, Chrysler had the highest social lift —
377% compared to Teleflora’s lift of 178% — but they
Sentiment of Top 10 Ads
had to spend a lot more to get it, which still places them
a respectable ninth in the efficiency field. In these days
of carefully watched budgets and increasing marketing
Volkswagen
expectations, efficiency is the name of the game.
Bridgestone
Teleflora
CareerBuilder
Snickers
Sentiment
• Sentiment is always a factor, and Teleflora did well with
Skechers
79% of comments positive. The negative 7% focused
Brisk
mostly on the edgy remark about the “nice rack” of the
CarMax
engineer’s girlfriend.
Chrysler
Best Buy
• Best sentiment: Volkswagen had the highest positive
0 20 40 60 80 100
sentiment at 89%. They also ranked third in both social Sentiment around the top 2011 Super Bowl ads
lift and efficiency. and brands (measured 2/6 and 2/7/11).
• Bailout fallout: Chrysler had the highest negative
sentiment of the top 10 — tied with Best Buy at 19%.
Most of that focused on griping about the auto bailout
and the cost of a Super Bowl ad.
Questions about this report? Want a free consult on
how social data can improve your media planning and
Email: info@networkedinsights.com
other marketing? Contact us.
Phone: 608.237.1867
www.networkedinsights.com
Email: info@networkedinsights.com
Phone: 608.237.1867
www.networkedinsights.com
© 2011, Networked Insights, Inc. 4