1. Post
Game
Analysis
Most
discussed
brands
&
celebs
-­‐
Super
Bowl
XLVII
Proprietary
and
confiden/al
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©2013
Networked
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1
1

2. 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.
Proprietary
and
confiden/al
Proprietary
and
confiden<al
©2013
Networked
Insights
-­‐
2

3. 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
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3

4. Top
5
Most
Discussed
Super
Bowl
Topics
Super
(Social)
Bowl
XLVII
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,
32%
Beyoncé’s
HalKime
Show
touching
on
the
big
game,
the
halZime
performance,
and
the
most
expensive
adver<sements
of
the
year.
21%
Ravens
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
17%
49ers
themes
from
Sunday
night’s
game.
Due
to
the
increase
in
the
number
of
ac<ve
individuals
8%
AdverSsers
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
3%
Blackout
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.
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and
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4

5. Top
10
Super
Bowl
XLVII
AdverSsers
Net
Rank
AdverSsement
Volume
AdverSser
SenSment
AdverSsers
Winning
the
Big
Game
1
“Perfect
Match”
255,121
-­‐11%
GoDaddy.com
If
there
is
a
rule
for
Super
Bowl
2
“Viva
Young”
213,125
40%
Taco
Bell
adver<sing
success
it’s
to
be
memorable.
Social
data
provides
3
“Concept
30”
209,539
0%
Calvin
Klein
a
real-­‐<me
window
into
what
viewers
are
reac<ng
to
most.
4
“Brotherhood”
154,037
26%
AB
InBev
5
“Farmer”
96,326
54%
Ram
Using
SocialSense,
Networked
Insights
analysts
were
able
to
6
“Cookie
v
Cream”
65,373
16%
OREO
understand
not
only
which
commercials
ranked
highest
and
Wonderful
7
“Crackin
Style”
58,938
40%
Pistachios
lowest
(see
bolded)
but
why.
Tide
(Procter
8
“Miracle
Stain”
55,770
59%
&
Gamble)
The
brand
ranking
is
based
on
volume
of
posts
and
net
9
“Goat”
51,053
24%
Doritos
sen<ment,
the
+/-­‐
change
in
adtude.
10
“Fashionista”
47,962
43%
Doritos
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6. 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.
Taco
Bell
–
“Viva
Young”
Tide
–
“Miracle
Stain”
GoDaddy.com
–
“Perfect
Match”
Highest
Post
Volume
&
SenSment
Highest
PosiSve
SenSment
Most
Post
Volume
In
this
Taco
Bell
Super
Bowl
ad,
watch
as
a
Tide
also
scored
with
an
ad
in
which
a
football
GoDaddy
made
an
impression
during
the
Super
group
of
young-­‐at-­‐heart
grandpas
and
grannies
jersey
stain
resembling
San
Francisco
49er
Bowl.
The
veteran
Super
Bowl
adver<ser
sneak
out
of
their
re<rement
home
for
a
night
provoked
strong
reac<ons
with
its
extreme
of
reveling.
With
the
band
“fun.”
singing
a
great
Joe
Montana
is
washed
out
by
a
comically
bad
Spanish
rendi<on
of
their
Bal<more
Ravens
fan.
close-­‐up
of
model
Bar
Refaeli
making
out
with
a
popular
hit
"We
Are
Young"
in
the
background,
nerd.
we
see
the
group
of
mischief-­‐makers
partying
hard
and
fast,
before
ending
their
night
at
-­‐-­‐
• 30%
-­‐
Loved
the
ad,
thought
it
was
clever,
cute,
and
hilarious
• 36%
-­‐
was
about
Danica
Patrick
and
how
where
else?
-­‐-­‐
a
Taco
Bell.
• 14%
-­‐
loved
that
the
wife
in
the
ad
was
a
she’s
ruining
her
career
endorsing
this
brand
• 24%
-­‐
Thought
that
the
ad
was
hilarious
Ravens
fan
• 35%
-­‐
was
about
how
disgus<ng
this
ad
was
• 13%
-­‐
liked
the
old
people
• 9%
-­‐
used
the
promoted
hashtag
and
how
much
they
hated
it
(especially
the
• 12%
-­‐
thought
that
this
ad
“won”
the
Super
crass
sound
effects)
“#MiracleStain”
Bowl
• 8%
-­‐
loved
that
the
stain
was
of
Joe
• 7%
-­‐
was
about
Bar
Refaeli
• 9%
-­‐
talked
about
how
the
ad
featured
“We
Montana
• 1%
-­‐
was
about
how
they
thought
GoDaddy
Are
Young”
in
Spanish
• 5%
-­‐
was
about
the
blackout
ad
hijacking
had
goDen
Kramer
(from
Seinfeld)
to
be
in
Tide
promoted
with
#TidePower
the
ad
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7. Top
5
Super
Bowl
XLVII
CelebriSes
Super
Bowl
Star
Power
CelebriSes
in
the
Spotlight
Which
celebri<es
struck
a
chord
with
viewers
this
Rank
Name
Post
Volume
Net
SenSment
year?
Social
data
revealed
the
most
discussed
celebrity
adver<sement
appearances
during
the
Super
Bowl.
1
PSY
18,046
4%
PSY,
the
South
Korean
Gangnam
Style
singer,
was
the
most
talked
about
celebrity
of
the
night,
due
to
his
2
Amy
Poehler
16,341
46%
appearance
in
a
spot
for
Wonderful
Pistachios.
3
Paul
Rudd
11,872
18%
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
4
LeBron
James
10,720
8%
hashtag
#InfiniteAnswers.
5
Seth
Rogen
7,089
19%
By
combining
3
celebs
in
their
ad,
Samsung
captured
half
of
the
top
5
post
volume.
Post
Volume:
#
of
men<ons
Net
Sen<ment:
+/-­‐
swing
in
adtude
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8. Deep
Analysis
of
the
Beyoncé
HalKime
Show
HalKime
Hit
Social
Media
ConversaSon
Breakdown
Beyoncé
brought
the
house
down
at
Super
Bowl
XLVII,
but
what
really
got
viewers
30%
-­‐
Thought
“OMG,”
Beyoncé
was
amazing
talking
on
social
media?
23%
-­‐
was
about
Des<ny’s
Child’s
cameo
Networked
Insights
analyzed
more
than
11%
-­‐
thought
that
Beyoncé
should
be
named
the
6
million
conversa<ons
on
TwiDer
about
the
game’s
MVP
star’s
performance
and
iden<fied
the
top
10%
-­‐
was
about
how
people
think
that
Beyoncé
conversa<on
themes
that
inspired
viewers
to
react.
made
some
Illumina<
hand
signs
7%
-­‐
was
about
how
elaborate
her
stage
was
and
Using
this
data,
marke<ng
professionals
and
how
much
fire
there
was
on
stage
event
organizers
can
ascertain
which
guest
appearances
surprised
viewers,
and
which
arrangements
failed
to
impress.
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9. Top
10
Most
Tweeted
Hashtags
Rank
AdverSsement
Rank
AdverSsement
Cross
Pladorm
AdverSsing
#Clydesdales
#HandleIt
1
6
(Budweiser)
(Speed
S<ck)
TwiDer
hashtags
were
men<oned
in
2
#Doritos
7
#HereWeGo
26
of
the
52
na<onal
commercials
(Pepsi
Frito-­‐Lay)
(Bud
Light)
CBS
broadcast
in
this
year’s
Super
#CrackInStyle
#GetHappy
Bowl.
That
is
a
300%
increase
from
3
(Wonderful
Pistachios)
8
(Volkswagen)
2012.
Facebook
men<ons
dropped
#CalvinKlein
#TheNextBigThing
50%,
only
being
men<oned
in
4
4
(Calvin
Klein)
9
(Samsung)
commercials.
#GodMadeAFarmer
#MiracleStain
5
(Ram)
10
(Tide)
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.
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10. Top
5
Facebook
Fan
Page
Growth
–
Super
Bowl
XLVII
Brands
Find
Facebook
Friends
Super
Bowl
Super
Fan
Pages
Embedding
social
call-­‐to-­‐ac<ons
(CTA)
into
Rank
AdverSser
%
of
New
Fans
tradi<onal
ads
has
become
a
popular
1
Hyundai
3.00%
strategy
for
brands
during
the
last
year.
What
2
Lincoln
Motor
2.57%
beDer
way
to
test
that
theory
than
at
the
Super
Bowl?
3
GoDaddy
2.47%
4
RIM
1.81%
5
Wonderful
Pistachios
1.39%
Networked
Insights
determined
the
brands
that
most
successfully
leveraged
Facebook
Rank
AdverSser
#
of
New
Fans
fans
either
through
embedding
social
call-­‐to-­‐ 1
Blackberry
431,094
ac<ons
(CTA)
or
smart
content.
2
Coca-­‐Cola
379,133
3
OREO
114,049
Hyundai
had
the
largest
percentage
of
new
fans,
while
Blackberry
added
the
largest
4
Mercedes-­‐Benz
54,817
amount
of
new
fans.
5
Taco
Bell
54,250
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11. What
we
did
Key
Terms
Networked
Insights
analyzed
more
than
24
million
Share
of
voice
–
the
percentage
of
the
conversa<on
across
real-­‐<me
social
media
conversa<ons
across
TwiDer,
social
media
focused
on
a
par<cular
Super
Bowl
adver<sement
and
its
contribu<ng
aDributes
(celebri<es,
featured
products,
Facebook,
blogs
and
forums
for
the
dura<on
of
etc.).
Super
Bowl
XLVII.
Net
senSment
–
the
posi<ve
or
nega<ve
swing
in
social
Analysis
was
performed
using
Networked
Insights
sen<ment
across
social
media.
SocialSense
technology,
a
first
of
its
kind
marke<ng
decisions
plaPorm
used
by
brand
adver<sers,
Social
Index
–
a
composite
score
of
post
volume,
conversa<on
sen<ment,
and
the
accelera<on
of
the
conversa<on.
marketers,
and
entertainment
companies
to
extract
consumer
insights
and
real-­‐<me
trends
from
social
data.
Post
Volume
–
the
number
of
men<ons
on
social
media.
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and
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12. Helping
markeSng
professionals
make
sense
of
the
social
web.
Ques/ons
or
comments,
please
contact:
Dave
Struzzi
PR
Manager
Dave.Struzzi@networkedinsights.com
O:
646.545.3901
M:
646.963.5062
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