Networked Insights Super Bowl XLVIII Brand and Advertising Analysis

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Information about Networked Insights Super Bowl XLVIII Brand and Advertising Analysis
Marketing

Published on February 4, 2014

Author: networkedinsights

Source: slideshare.net

Description

Networked Insights analyzed consumer conversation from all across the social web during Super Bowl XLVIII.

It was a massive amount of data to analyze too; there were more than 25 million conversations about Super Bowl XLVIII across Twitter, blogs, and forums during the Big Game. Viewers talked about everything from the players to the national anthem to the halftime show performances.

Of course, Networked Insights paid close attention to the brands and advertisers involved in the Big Game. To find out which ads got viewers talking, and the reasons why, we used our technology platform —the same platform that brand marketers and entertainment companies use to gain strategic insights across audience, content and media—to deliver comprehensive analysis.

Tu r XLVIII February 2014 S n i n T -G g A me M tric E s i CO nto N m e VE a n RS ing AT fo I O rb N ra A nd N m a AL rke YSI te S rs PO SUPER BOWL

Post-Game Analysis WHAT WE DID Networked Insights analyzed more than 25 million realtime 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. Page 2

Table of Contents 4 5 6 7 8 9 10 Top 10 Super Bowl Advertisers Thematic Analysis for Maserati, H&M, and Beats Music’s Ads Most Popular Advertisers by Audience Most Popular Advertisers by Catergory Top 10 Super Bowl Celebrities Most Discussed Players Methodology Page 3

Top 10 Super Bowl Advertisers 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. Ranker Volume Net Sentiment 1 539,610 +25% 2 309,780 3 Ranker Volume Net Sentiment 6 98,910 +13% +19% 7 88,660 +20% 273,760 +17% 8 73,420 +22% 4 178,080 +26% 9 71,270 +18% 5 122,590 +15% 10 69,630 +23% Net sentiment –This value represents the ratio of positive to negative conversations expressed about a brand. Page 4

Thematic Analysis 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. “Strike” 28% Positive 68% 55% 38% 19% 3% 77% Neutral #UNCOVERED 5% Negative Loved that Maserati picked Quvenzhané Wallis to be in their ad Liked the aesthetic and drama created in the ad Thought the ad was at first a movie trailer/preview, not a car commercial Were surprised at the car’s price Felt surprised about seeing the ad during the Super Bowl 21% Positive 92% 67% 35% 18% 9% 75% Neutral “The Right Music” 4% Negative Focused on David Beckham Talked about how hot/sexy the ad was Said that this ad was their favorite Were hoping to replay/re-watch the ad Suggested that this was the best part of the Super Bowl 18% Positive 72% 32% 15% 3% 0.5% 79% Neutral 3% Negative Focused on Ellen DeGeneres Liked the “cute” tone of the ad Disliked that Beats Music had a monthly subscription fee Focused on the Puppy Bowl integration Focused on the Aloe Blacc song featured in the ad Page 5

Most Popular Advertisers by Audience 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. Rank Dads Moms Millennials GenX Beer Drinkers 1 2 3 Page 6

Most Popular Advertisers by Category Advertisers compete for customers within their category. Below is a ranking of ads from four categories that include the majority of Super Bowl advertisers. Automotive Food Beverage Tech-related 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5 Page 7

Top 10 Super Bowl Celebrities Super Bowl Star Power 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. Women 52% *Net sentiment: This value represents the ratio of positive to negative conversations expressed about a brand. 2 Tim Tebow 153,392 3 Ellen DeGeneres 80,291 Jerry Seinfeld 60,056 Bruce Willis 31,990 6 James Franco 26,543 Stephen Colbert 19,543 Scarlett Johansson 16,873 9 Arnold Schwarzenegger 8,983 10 Men 48% 251,491 8 Gender break-down of Super Bowl 48’s Halftime Conversation*: David Beckham 7 Women 41% 1 5 Men 59% Name 4 Gender break-down of Super Bowl 48’s Overall Conversation*: Ranker Brand Post Volume Bono 8,666 Post Volume: # of mentions Net Sentiment: +/- swing in attitude Page 8

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. SEATTLE SEAHAWKS DENVER BRONCOS 1 Percy Harvin 1 Peyton Manning 2 Richard Sherman 2 Eric Decker 3 Russell Wilson 3 Wes Welker Page 9

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. Page 10

Contact Us ARE YOU CAPITALIZING ON REAL-TIME CONSUMER DATA? YOUR SOLUTION FOR THE MARKETING REVOLUTION 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. For more information visit www.networkedinsights.com or email us at info@networkedinsights.com Page 11

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