Among 255,431 social media conversations focused on Super Bowl ads, Volkswagen, Doritos, Pepsi, Groupon, and Motorola were the top 5 advertisers, garnering the most social media mentions from December 1, 2010 to February 6, 2011, according to a study by Alterian. Microblogs, (e.g., Twitter) were the top media source, comprising more than two-thirds of such conversations.

Among 35 advertisers, the top 5 brands, ranked by volume of Super Bowl ad-related social media mentions from Dec 1, 2010 to Feb 6, 2011:

  1. Volkswagen had the highest number of social conversations (10,342) and highest percentage of positive "Sentiment" (22.03%). The automaker also had the lowest percentage of negative Sentiment (3.04%).
  2. Doritos ranked second, both in levels of of mentions (9,898) and positive Sentiment (19.76%).
  3. Pepsi garnered 8,282 mentions, of which 17.68% were positive.
  4. Groupon, which ran an ad referencing the struggles of the Tibetan people, garnered the most negative Sentiment (12.96%) among the top 5 brands.
  5. Motorola rounded out the top 5 with 6,485 social mentions, of which 10.60% were positive.

Below, other findings from Alterian's report, Buzz Bowl 2011, which measures social engagement of Super Bowl advertisers.

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