The Super Bowl ended less than twelve hours ago, and while it will take a while to understand the long term online impact of the Super Bowl ads (if there is one), it is always interesting to understand the type of online buzz created by brands in the immediate aftermath of the Super Bowl.
For our analysis, we only examined brands that advertised during the Super Bowl; thus the #EsuranceSave30 campaign and JC Penny’s “rogue” tweeting is excluded from this study. Our methodology was straightforward. We used Topsy to collect all tweets that mentioned the advertised brands from 6PM EST on Sunday, February 2nd to 8AM EST on Monday, February 3rd. The tweets were then characterized as having positive, negative, or neutral sentiment. Brands that received less than 5,000 total tweets were also excluded from the analysis.
Budweiser created the most mentions on Twitter. There were a lot of tweets around the “cute” puppy in the commercial. David Beckham appearing semi-nude seemed to create the second most number of tweets. Coca-Cola and Doritos rounded out the top four.
Next, we looked at the ratio of positive to negative tweets mentioning the brand. The higher this ratio, the more positively the brand was viewed in the Twitterverse. Radio Shack had the best ratio, followed by Budweiser, Oikos, and Wonderful Pistachios. It should be noted that Radio Shack and Budweiser clearly outdistanced themselves from the pack with regards to this metric.
In our observation window, there were actually more negative tweets mentioning Coke than positive tweets. There seems to be a large negative reaction to using languages other than English in “America the Beautiful”. However, after the large initial backlash, there has been a wave of support for the commercial. The automobile brands seemed to get the highest ratio of neutral tweets; these ads did not appear to evoke positive or negative emotions in the tweets.
We will be looking at the long-term online impact of these ads in future studies (as we have already done for the 2013 Super Bowl Ads).
Mike Lewis & Manish Tripathi, Emory University 2014.