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The Numbers: Super Bowl Ads, Social Media

February 12, 2010

Among the 38 brands that ran TV commercials during the Super Bowl this year, 75% reported twice as many blog posts about their brands on Sunday, compared with levels on Sunday evenings over the previous six months, reports Radio Business Report, citing research from Prophesee, the social media arm of Interpublic Group's Initiative unit.

More than 30% of Super Bowl advertisers generated a threefold increase in the number of blog posts about them.

Below, additional findings from Prophesee.

Flo TV, a first-time advertiser in the NFL finals, experienced a spike of 50 times the number of blog posts it usually generates, the highest for any advertiser during this year's event.

Other advertisers that registered large increases in blog activity on Super Bowl Sunday:

  • Doritos: 13 times the level of activity
  • Vizio: 7 times
  • Hyundai: 4 times
  • Kia and Budweiser: 3 times

In addition to increases in the volume of posts written about them, some advertisers experienced increases in sentiment levels: Overall, positive sentiment toward Super Bowl advertisers increased 4 percentage points to an average 56% on social media platforms,  compared with the 52% average of the past six months.

Nearly three-quarters of social media posts about Vizio during the Super Bowl were favorable: Positive sentiment toward Vizio rose 50 points to 70%, the highest uplift recorded.
The top 3 Super Bowl ads ranked by blog post volume:

  • Snickers' celebrity-endorsed spot was the ad most blogged about, receiving 281 posts.
  • Vizio's ad, which introduced Beyonce as the face of Vizio, came in second with 203 posts.
  • Hyundai's ad featuring Brett Favre came third with 126 posts.

Vizio's ad was most positively received among celebrity-endorsed spots, with 73% of all posts expressing positive sentiment.  Kia's casting of the puppets from Yo Gabba Gabba to launch the Sorento came in a close second, with 68% positive sentiment.

Overall, blog posts about the Super Bowl increased sharply from 15,702 in 2009 to 25,725 this year. The posts were made across 57 countries––from Afghanistan to Venezuela––compared with 42 countries last year. However, 81% of all posts originated from the US.

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