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SUPER BOWLXLVIII

February2014

Post-Game Analysis

Networked Insights analyzed more than 25 million real-time consumer conversations across the social web during this year’s Super Bowl. Sources include social networks Twitter and Facebook, comment sections in YouTube, Wordpress and Disqus, along with millions of blogs and forums

Analysis was performed using the same Networked Insights technology that brand marketers and entertainment companies use to deliver strategic marketing insights across audience, content and media. Our real-time platform is composed of data scoring, tagging and classification technology in concert with clustering, machine learning, semantic analysis and interest matching technologies.

WHAT WE DID

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Table of Contents

4 Top 10 Super Bowl Advertisers

5 Thematic Analysis for Maserati, H&M, and Beats Music’s Ads

6 Most Popular Advertisers by Audience

7 Most Popular Advertisers by Catergory

8 Top 10 Super Bowl Celebrities

9 Most Discussed Players

10 Methodology

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Ranker

Top 10 Super Bowl Advertisers

Ranker

539,610 98,910

309,780 88,660

273,760 73,420

178,080 71,270

122,590 69,630

+25% +13%

+19% +20%

+17% +22%

+26% +18%

+15% +23%

Net Sentiment Net SentimentVolume Volume

5

4

3

2

1 6

7

8

9

10

Successful Super Bowl ads are not only memorable, they’re discussed and shared across the social web. Real-time analysis of consumer conversations provides insight into what captures their attention. Using Networked Insights’ technology, our analysts were able to discover not just how much commercials were shared, but why commercials were favorably supported by consumers or fell short. This brand ranking is based on volume of posts and net sentiment.

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Net sentiment –This value represents the ratio of positive to negative conversations expressed about a brand.

Thematic Analysis

“Strike” #UNCOVERED “The Right Music”

Why are some ads embraced when others are rejected during the Super Bowl? That complex question can now begin to be answered in near real-time by performing thematic analysis of consumer conversations. Such analysis reveals the elements of a commercial that resonate with an audience. These insights

can be leveraged in subsequent campaigns and activities, serving as a feedback loop for brands, allowing them to optimize marketing with social data. Below are insights on consumer conversations around Maserati, H&M and Beats Music’s Super Bowl commercials.

68%

28% 21% 18%77% 75% 79%5% 4% 3%

Loved that Maserati picked Quvenzhané Wallis to be in their ad

Positive Positive PositiveNegative Negative NegativeNeutral Neutral Neutral

55%Liked the aesthetic and drama created in the ad

38%Thought the ad was at first a movie trailer/preview, not a car commercial

19% Were surprised at the car’s price

3%Felt surprised about seeing the ad during the Super Bowl

92% Focused on David Beckham

67%Talked about how hot/sexythe ad was

35% Said that this ad was their favorite

18%Were hoping to replay/re-watchthe ad

9%Suggested that this was the best part of the Super Bowl

72% Focused on Ellen DeGeneres

32% Liked the “cute” tone of the ad

15%Disliked that Beats Music had a monthly subscription fee

3%Focused on the Puppy Bowl integration

0.5%Focused on the Aloe Blacc song featured in the ad

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Most Popular Advertisers by Audience

Rank Dads Moms GenXMillennials Beer Drinkers

3

2

1

For marketing executives, winning the Super Bowl ad game isn’t merely about being the most popular commercial that aired Sunday night. To score a touchdown with consumers, brands need to connect with their target. Below is a list of the best performing advertisers by audience, a result of

Networked Insights’ ability to segment social data in real-time.

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Most Popular Advertisers by Category

Automotive Food Beverage Tech-related

2

4 4 4 4

5 5 5 5

3

1

2

3

1 1

2 2

3 3

Advertisers compete for customers within their category. Below is a ranking of ads from four categories that include the majority of Super Bowl advertisers.

1

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Top 10 Super Bowl Celebrities

Super Bowl Star Power

Gender break-down of Super Bowl 48’sOverall Conversation*:

Gender break-down of Super Bowl 48’sHalftime Conversation*:

Celebrities in the Spotlight

Which star shined brightest during the Super Bowl? Selecting the right celebrity—not just the biggest celebrity--is a must for connecting with the targeted audience and something that socially-informed segmentation can deliver in advance of creative development. We analyzed the celebrities from each ad to see who was most discussed. Social data revealed who had the most successful appearance during the game.

Ranker Name Brand Post Volume

1

Tim Tebow

David Beckham

153,392

251,491

6

Stephen Colbert 19,543

2

Ellen DeGeneres 80,291

7

Scarlett Johansson 16,873

3

Jerry Seinfeld 60,056

8

Arnold Schwarzenegger 8,983

4

Bruce Willis 31,990

9

Bono 8,666

Post Volume: # of mentionsNet Sentiment: +/- swing in attitude

*Net sentiment: This value represents the ratio of positive to negative conversations expressed about a brand.

5

James Franco 26,543

10

Men 59%

Women 41%

Men 48%

Women 52%

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Most Discussed Players

Which players were the social MVP’s during the Big Game? More and more NFL teams and players are becoming aware of their social presence and how consumers engage with them. Networked Insights’ analysts shed some light on football player popularity from in-game conversations.

3

2

1

3

2

1 Percy Harvin Peyton Manning

SEATTLESEAHAWKS

DENVERBRONCOS

Richard Sherman Eric Decker

Russell Wilson Wes Welker

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Methodology

What We Did

Networked Insights analyzed over 25 million real-time conversations across the social web during Super Bowl XLVIII.

Analysis was performed using the same Networked Insights technology that brand marketers and entertainment companies use to deliver strategic marketing insights across audience, content and media. Our real-time platform is composed of data scoring, tagging and classification technology in concert with clustering, machine learning, semantic analysis and interest matching technologies.

Key Terms

Share of voice - percentage of the conversation across social media focused on a particular Super Bowl advertisement and its contributing attributes (celebrities, featured products, etc.).

Net Sentiment - this value represents the ratio of positive to negative conversations expressed about a brand.

Social Index - a composite score of post volume, conversation sentiment, and the acceleration of the conversation.

Post Volume - the number of social media mentions.

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Discover the power of insights-driven brand marketing and why leading advertisers at Fortune 100 companies across multiple categories license Networked Insights’ platform to gain a real-time competitive advantage.

ARE YOU CAPITALIZING ONREAL-TIME CONSUMER DATA?

Contact Us

For more information visit www.networkedinsights.comor email us at info@networkedinsights.com

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YOUR SOLUTIONFOR THE MARKETING REVOLUTION