An overview analysis of the Super Bowl that happened on Sunday, February 5th 2012

2. WELCOME TO THE SOCIAL BOWL
Superbowl XLVI has marked some interesting growth in the social sports
revolution. Not only are there more social conversations happening then ever seen
before, but this year also marked the first live streaming of the game online.
We decided to jump in and take a look at the overall social buzz for the game. We
are focusing on the day of game, Sunday, February 5, 2012, for our analysis and all
the times you will see are listed in the Eastern time zone.
So grab your chips and team jerseys and let’s take a look at the game from a social
view.
Salesforce Radian6 Report 2

3. SUMMARY OF GAME DAY
On Sunday, February 5, 2012, Game Day for the Superbowl,
there were over 6.6 Million social conversations. During the
game the largest spike occurred at approximately 6 PM with
over 1 Million social posts.
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0 88% of the posts
12 AM 2 AM 4 AM 6 AM 8 AM 10 AM 12 PM 2 PM 4 PM 6 PM 8 PM 10 PM were in English
with Spanish &
Portuguese being
the other top
Micromedia
languages
Facebook
Forum Replies
Comments Micromedia lead
Blogs the way with 92% The top location
Mainstream News of the overall seen was New York,
NY
Videos volume.
Forums
Images
Myspace The top mentioned
hashtags were
0 1 Million 2 Million 3 Million 4 Million 5 Million 6 Million 7 Million #superbowl, #sb46,
#giants, #patriots,
#thevoice
Male gender leads the
conversation slightly with 53.8%
The age ranges trended to a much male female
165,305: 53.8% 142,004: 46.2%
younger audience with the 3
oldest age brackets coming in last
25-34
35-44
21-24
18-20
45-54
55-64
65+
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000
Salesforce Radian6 Report 3

4. THE TEAM MENTIONS
When looking at the team mentions for Game Day, the
Giants edge past the Patriots with a near 60/40 split.
New York Giant mentions
included: Giants, New York,
Newyork
Giants
666,015 – 58.3%
Patriots
477,283 – 41.7%
New England Patriot
mentions included: Patriots,
New England, NewEngland,
Pats
Salesforce Radian6 Report 4

5. QUARTERBACK SHOWDOWN
With the quarterback mentions, Tom Brady mentions
lead the way with 60.9% of mentions compared to Eli
Manning.
Tom Brady mentions
included: Tom OR Brady
Tom Brady
161,291 – 60.9%
Eli Manning
103,700 – 39.1%
Eli Manning mentions
included: Eli OR Manning
Salesforce Radian6 Report 5

6. RETWEETED USERNAMES
The Top Retweeted Usernames were :
@twitter
@fillwerrell
@sportscenter
@giants
@joebudden
@basketballpains
@menshumor
@espn
@rainnwilson
@nfl
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000
From the ranking above, we see tweets that were shared by sources with the largest Twitter followers.
1 2
3 4 5
Salesforce Radian6 Report 6

7. HALF TIME SHOW
For the half time show there were nearly ¼ of a million
tweets. We can see that compared to the overall gender
breakdown for Game Day, the half time show mentions
leaned more towards female.
In the other source
of non-game
entertainment, here
were the top ads
female male ranked by twitter
75, 649: 52.6% 68, 296: 47.4% mention volume.
1. Doritos: 50,459
2. H&M: 45,219
3. Pepsi: 45,529
4. Chevrolet: 40,739
5. Chrysler: 34,934
MIA’s gesture did not go unnoticed by the social crowd
as it was referenced as one of the top 50 mentioned
words for the half time show
Salesforce Radian6 Report 7

8. HOW DO WE FEEL ABOUT THE TEAMS?
Overall both teams’ mentions trended majorly towards positive sentiment, but the
Giants did have more overall positive sentiment within their mentions.
Giants Patriots
Positive
65, 545: 68.4%
Positive
49,424: 58.3%
Negative
34,707: 40.9%
Negative
29, 997: 31.3%
Salesforce Radian6 Report 8