Measuring the Effectiveness of Super Bowl

Advertising using Social Media

Post-Game Chatter - Day One Results
February 8, 2010
Results Introduction

• Alterian’s most recent survey indicates over 60% of marketers will spend more on social
media in the next year.
• Alterian tracked a final panel of 46 advertisers (44 of which advertised during the Super
Bowl.)
• In total Alterian collected 161,870 conversations from December 1, 2009 through
February 7, 2010 using the Alterian SM2 social media monitoring application
• To provide the highest quality of conversations, Alterian limited all conversations to be
relevant to Super Bowl Advertising.
• For comparative purposes, Alterian is releasing results for both the entire period from
12/1/09-2/7/10 and just for Super Bowl Sunday.
• Alterian is releasing data on Total Number of Mentions, Social Engagement Index (“SEI”),
Social Sentiment Engagement Index (“SSEI”), channel usage and sentiment.
Top Line Findings

• Google took over the top spot on Super Bowl Sunday in terms of the Social Engagement
Index.
• Prior to Super Bowl Sunday, Pepsi held the top spot in SEI. After Super Bowl Sunday,
Pepsi fell to third behind Google and Focus on the Family.
• When accounting for sentiment in the index, Anheuser Busch was first for the entire
period and Doritos was first on Super Bowl Sunday
– Other Strong Performers on Super Bowl Sunday were Google, Mars\Snickers and Boost Mobile

• Google had the most positive conversations

• Focus on the Family had the most negative conversations
• The most used channel was Twitter with 68% of all conversations
Results – Number of Mentions 12/1/09 – 2/7/10

• The advertiser with the most mentions over the entire period was Focus on the Family (9,576
mentions)
Results – Number of Mentions Super Bowl Sunday

• The advertiser with the most mentions on Super Bowl Sunday was Google (6,921 mentions)
Results – Social Engagement Index 12/1/09 – 2/7/10

• The advertiser with the highest SEI over the entire period was Google (Index of 846)
Results – Social Engagement Index Super Sunday

• The advertiser with the highest SEI on Super Bowl Sunday was Google (Index of 1703)
Results – Sentiment Weighted SEI 12/1/09 – 2/7/10

• The advertiser with the highest Sentiment Weighted SEI over the entire period was Anheuser Busch
(Index of 847)
Results – Sentiment Weighted SEI Super Sunday

• The advertiser with the highest Sentiment Weighted SEI on Super Bowl was Doritos (Index of 847)
Results – Sentiment 12/1/09 – 2/7/10

• The advertiser with the most positive conversations is Google (702)

• The advertiser with the most negative conversations is Focus on the Family (787)
Results – Media Sources

• The top media source was Microblogs (i.e. Twitter) with 159,226 results
Social Engagement Index Explained

• Alterian has developed a ‘Social Engagement Index’ which measures both the volume
and potential reach of conversations about a advertiser.
• The Index uses SM2’s popularity measure to indicate the ‘reach’ or ‘influence’ potential of
each conversations
– Each conversation is rated between 0 and 10 for popularity, higher values indicate a higher popularity of the
individual making the comment
– As an example, for a Twitter post, in order to score a ‘10’ an individual would have to have more than 5,000
followers

• The index is calculated by summing the popularity score for each conversation for each
advertiser.
• The final value is then calculated by indexing the popularity score against the average
popularity of all advertisers.
• A score of 100 would indicate the “Average Super Bowl Advertiser.’
Sentiment Index Explained

• Additional to the Social Engagement Index, Alterian also provides a sentiment-weighted index.
• The Sentiment Index takes into account three measures for each brand to determine the ‘sentiment
reach.’
• The three measures are the total number of conversations, the popularity of the conversations, and the
sentiment of the conversations.
– Each conversation is rated between 0 and 10 for popularity, higher values indicate a higher popularity of the
individual making the comment
– Each conversation is rated for tone as being either Positive, Negative, or Neutral.

• For calculating the index, a positive comment is assigned a value of +1, a negative comment is
assigned a value of -1 and a neutral conversation is assigned a zero.

• The index is calculated by multiplying the sentiment value by the popularity score for each conversation
and then summing those values for each advertiser.

• The final value is then calculated by indexing the sentiment score against the average sentiment score
of all advertisers.

• A score of 100 would indicate the “Average Super Bowl Advertiser.’