Limited Time Offer: Save 30% on PRO with code WOOHOO »

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Super Bowl Ads: Which Brands Created Social Buzz?

February 8, 2011

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.

Pepsi Led in Social Media Reach

While Sentiment measures numbers of social media mentions, the Social Engagement Index* factors in additionally the reach of those mentions. Pepsi ranked highest (272), followed by Volkswagen (220) and Doritos (203).

Looking for real, hard data that can help you match social media tools and tactics to your marketing goals? The State of Social Media Marketing, a 240-page original research report from MarketingProfs, gives you the inside scoop on how 5,140 marketing pros are using social media to create winning campaigns, measure ROI, and reach audiences in new and exciting ways.

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Rate this  

Overall rating

  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
2 rating(s)

Add a Comment


  • by slashby Tue Feb 8, 2011 via web

    I'm surprised at how small the total number of mentions are, and it included the whole month of December. VW with just over 10k??? Since obviously there is a lot more consumption than creation Reach is very interesting but we don't get any total numbers, just the index. Still doesn't feel like much for one of the biggest events of the year. Anyone see it differently???

  • by Glenn Cressman Tue Feb 8, 2011 via web

    I am not surprised by the negative responses to the Groupon spot. I just don't understand the logic behind drawing attention to the plight of a culture, only to blatantly ignore it for greed's sake... and to advertise that! This fits into the "what were they thinking?!" category in my book. And please don't anyone tell me that they intentionally did it that way to create buzz (the 'any PR is good PR' theory) - I'm not buying it.

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!