Super Bowl XLVII Twitter Mention Report

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  • 1. MARKE TWIRE RE POR T SSuper Bowl XLVIITwitter MentionReportRE P ORTI NG P E RI ODFEBRUARY 3, 2013 Powered by
  • 2. EXECUTIVE SUMMARYBased on the data reviewed for this reporting period, the following insights have been provided:• Super Bowl XLVII was a smash hit for Twitter, with • Twitter played a prominent role in this year’s Super over 24 million related tweets posted Bowl advertisements, with 50% of all advertisers > 44% of all tweets were RT’s including a Twitter callout in their spot > Beyoncé’s Half Time Show generated the > This represents a 42% increase from the greatest number of tweets related to a specific previous year, when only 5 (out of 62) Super event, accounting for 28% of all Super Bowl Ads featured a Twitter @Handle or #Hashtag XLVII related posts • Some advertisers earned praise for their quick > Only 4% of Beyoncé Half Time related thinking in publishing blackout-themed ads while tweets were associated with the Destiny’s viewers waited 34 minutes for the game to resume Child reunion > This “Always On” approach helped to generate• Of the two teams that competed in Super Bowl over 100 million impressions for Oreo and XLVII, the Baltimore Ravens team was more Tide alone popular based on the number of overall Twitter mentions (+5M), as well as in number of organic tweets, RTs and @replies > Twitter followers for both teams increased by 977% (Ravens) and 836% (49ers) compared to a day before the game Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013 2
  • 3. DASHBOARDBelow is a competitive overview of mentions related to Super Bowl XLVII, the participating teams and otherrelated data captured from Twitter on February 3, 2013. SUPER BOWL BALTIMORE SAN FRANCISCO HALF TIME SHOW ADVERTISEMENT RAVENS 49ERS TOTAL MENTIONS 10.5 M 5M 3.2M 7.1M 3.6M (All sources) Twitter Mentions 10,401,701 (99%) 5,004,252 (99%) 3,253,060 (99%) 7,142,192 (99%) 3,548,431 (97%) Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013 3
  • 4. SUPER BOWL MENTIONS POSITIVE NEUTRAL 21% 63% NEGATIVE 6% Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013 4
  • 5. SUPER BOWL XLVII ANALYSISSuper Bowl XLVII (exclusively, not including Super Bowl-related mentions) Negative mentions were mainly due to fan reactions to ads shown duringgenerated a total of 10.5 million mentions. Moreover, 61% of the total the game (33%). This topic just narrowly beat out the unexpected blackout,mentions came from sources with low authority (authority score of 4 or which was found in 31% of all Super Bowl related posts.less). In terms of sentiment, Super Bowl XLVII generated more negativesentiment than positive; a difference of 8%. A large volume of Twitter mentions came from RTs, which accounted for about 44% of all mentions. Moreover, 60% of the total Twitter mentions were posted by male users.10.5 MILLION MENTIONS TOP RETWEETS 32%   33%   30%   31%   20%   18%   16%   12%   8%   ADS   RAY  LEWIS   GAME  SATISFACTION   RETIREMENT   ENJOYMENT   OTHERS   GAME  PLAYS   POWER     OUTAGE   ADS   HALFTIME     SATISFACTION  PERFORMANCE     OTHERS   4,342 est. 3,563 est. WORD CLOUD “Superbowl”, “Super”, “Bowl”, “SB47”, “Superbowl47”, “XLVII”, “Halftime”, “Half”, “Time”, “Beyonce”, “Beyonce’s” and “2013” have been excluded from Word Cloud results. Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013 5
  • 6. HALF TIME ANALYSISAccounting for 28% of all Super Bowl content, the Pepsi Half Time Show In regard to sentiment, fan approval of Beyoncé’s performance accountedgenerated 7.1M Twitter mentions, with 49% of the content being RT’s. for almost three-quarters of all positive mentions. However, this was alsoAs a contrast to the largely male produced Twitter content related to the one of the most-criticized topics, generating 44% negative sentiment.Super Bowl, 53% of all Half Time-related tweets were published by females– a smart move by organizers to broaden the appeal of the event. Finally, the appearance by fellow Destiny’s Child band mates Kelly Rowland and Michelle Williams was featured in 4% of all Half Time-related mentions, and did not factor into either positive or negative sentiment.7.1 MILLION MENTIONS TOP RETWEETS 73%   44%   22%   17%   16%   12%   4%   6%   6%   2,452 est. 1,744 est. STAGE   PREVIOUS     BACSTAGE     AUDIENCE     OTHERS   STAGE     BEYONCE     CHOICE  OF   OTHERS  PERFORMANCE   YEAR   SCENES   ANTICIPATION   PERFORMANCE   HATERS   PERFORMERS   COMPARISON   WORD CLOUD Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013 6
  • 7. TEAM ANALYSISTOP RETWEETS TOP RETWEETS3,332 est. 2,987est. 3,313 est. 2,465 est. @HANDLE FOLLOWER GROWTH Average 121,200 new Followers/Month Average 105,382 new Followers/Month Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013 7
  • 8. ADVERTISING ANALYSIS FOLLOWERS LIKES BRAND IMPRESSIONS POSITIVE NEUTRAL NEGATIVE PRE-GAME POST-GAME SHIFT PRE-GAME POST-GAME SHIFT BUDWEISER 224M 417 349 19 1,609 8,768 445% 3,731,554 3,737,380 0.16% BUD LIGHT 61.9M 262 148 25 5,468 5,520 0.95% 5,227,858 5,260,760 0.63% PEPSI 285M 616 485 167 1,081,464 1,085,360 0.36% 9,380,165 9,410,523 0.32% DORITOS 172M 321 183 17 27,138 28,208 4% 4,015,094 4,018,970 0.10% COCA-COLA 896M 373 173 174 666,432 668,961 0.38% 58,274,206 58,559,676 0.49% LINCOLN 72.3M 210 73 19 15,585 17,305 11% 281,154 286,631 2% VOLKSWAGEN 121M 363 124 18 91,677 92,748 1% 551,077 554,140 0.56% TOYOTA 92.5M 205 61 6 117,783 118,540 0.64% 1,276,087 1,288,064 0.94% TACO BELL 324M 293 117 16 325,973 333,114 2% 9,646,337 9,691,777 0.47% SAMSUNG 370M 308 217 5 224,821 225,520 0.31% 1,055,266 1,055,729 0.04%INSIGHT TOP AD HASHTAGS MOST MENTIONED (TWITTER)Among the ten brands analyzed, Taco Bell was the brand most associatedwith Super Bowl mentions, with 31% of the total share of voice, followedby Doritos and Budweiser with 22% and 19%, respectively. Hashtags werefar more common in this year’s Super Bowl ads, with 50% of ads featuringa Twitter callout. Budweiser’s “Clydesdales” ad (featuring #Clydesdales)helped to push their Twitter handle follower growth by 445%.Some brands (not included in this list) earned praise for their quickaction by posting blackout-themed ads during the unexpected 34-minutestoppage. Oreo and Tide were two such brands, and their two blackout-related tweets (which were posted while fans waited for the gameto resume) generated a combined total of 17,092 RTs and over100,000,000 impressions from these two tweets alone. Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013 8
  • 9. APPENDIXBOOLEANS USED“super bowl” OR superbowl OR sb47 OR superbowl47 OR suberbowlxlvii OR “#superbowl” OR “#sb47” OR“#superbowl47” OR “#suberbowlxlvii”“half time” OR halftime OR beyonce OR “#PepsiHalfTime”ad OR ads OR advertise OR advertising OR advertisement OR advertisement OR commercial ORcommercials OR “#superbowlad” OR “#superbowlads”“@49ers” OR “#49ers” OR “#niners” OR 49ers OR sf49ers OR “san francisco 49ers” OR “SF 49ers”“@Ravens” OR “#ravens” OR “#RavensNation” OR “baltimore ravens” OR baltimoreravens OR ravensBRAND TWITTER @HANDLES: FACEBOOK PAGES:Budweiser @Budweiser facebook.com/budweiserBud Light @BudLightBeer facebook.com/budlightPepsi @Pepsi facebook.com/pepsiDoritos @DoritosUSA facebook.com/doritosUSACoke @CocaCola facebook.com/cocacolaLincoln @LincolnMotorCo facebook.com/lincolnVolkswagen @VW facebook.com/volkswagenToyota @Toyota facebook.com/toyotaTaco Bell @TacoBell facebook.com/tacobellSamsung @SamsungTweets facebook.com/samsungusa Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013 9
  • 10. APPENDIXSPIKE ANALYSIS (SLIDE 3) HALF TIME ANALYSIS (SLIDE 6)• 12:00 AM: 10,186 mentions • Positive Sentiment Buckets• 12:00 PM: 9,688 mentions > Stage Performance: 73%• 11:00 PM: 9,786 mentions > Backstage Scenes: 6% > Audience Anticipation: 12%SUPER BOWL XLVII ANALYSIS (SLIDE 5) > Previous Year Comparison: 4%• Positive Sentiments Buckets > Destiny’s Child Reunion: 4% > Ads Satisfaction: 32% > Stage Set-Up: 2% > Ray Lewis Retirement: 20% > Team/Athlete Appreciation: 14% • Negative Sentiment Buckets > Event Location: 2% > Stage Performance: 44% > Half-time/Break Presentation Satisfaction: 14% > Beyoncé’s Haters: 22% > Game Enjoyment: 18% > Choice of Performers: 17%• Negative Sentiment Buckets > PepsiCo-GMO Labeling Controversy: 8% > Gameplay Dissatisfaction: 16% > Beyoncé’s Lip-sync Controversy: 8% > Commentator Aversion: 2% > Ravens’ Aversion: 4% > Power Outage: 31% > Ads Dissatisfaction: 33% > Trailers Dissatisfaction: 2% Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013 10
  • 11. CONNECT WITH USTELEPHONE BLOG 866.483.3338 blog.marketwire.comWEBSITE TWITTER marketwire.com @marketwire FACEBOOK facebook.com/marketwire Powered by Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013 11