Auto Superbowl Listening

Real-Time Voice of the Consumer™
Super Bowl Ad Winners
Automotive Category
February 7, 2010
Philadelphia | San Francisco | www.listenlogic.com | p: 215.283.6393

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Executive Summary
Report Objectives
Listen to the voice of the consumer to determine which Super Bowl XLIV automotive ad resonated highest
Methodology
ListenLogic used its proprietary social media listening platform and analytic methodology to tap into the conversations relating to Super Bowl XLIV automotive ads across message boards, forums, microblogs, blogs, news and social-networking sites.
The first step in this study was to gather a clear signal of the Super Bowl viewer. Our analysts used a combination of automated and manual techniques to identify accurate mentions, removing commercial editorial from the data.
After the platform was configured, over 12,000 relevant user-generated posts were collected from kickoff at 6:25pm EST February 7, 2010 to 11pm EST.
A custom sentiment model was created using consumer generated posts from the 2009 Super Bowl enabling real-time and accurate sentiment analysis.

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ListenLogic Voice of the Consumer
Immediately following the 2010 Super Bowl, there were two clear winners in the automotive category: Audi and Dodge resonated highest.
Most talked about - Green Police “people vs. the environment”
Most positive sentiment - Man’s Last Stand “men vs. women”

Share of Voice- Winner is Audi
Audi’s green-content and influencers dominate discussion:
Share of Voice %
Analysis as of 11pm EST February 7th, 2010

Positive Sentiment - Winner is Dodge
Viewers respond most favorably to Dodge’s commercial:
% Favorable
Analysis as of 11pm EST February 7th, 2010

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Additional Insights
Honda criticized for social media strategy
VW applauded for social media strategy
Hyundai overshadowed by Brett Favre
Kia resonates as “family friendly”
Audi viewers are talking about Eco: “I do/don’t buy the green angle”
Dodge viewers are speaking as consumers: “I will/won’t buy a Dodge”

About ListenLogic
ListenLogic provides high-value strategic solutions and world-class technology to empower brands with social business intelligence that drives bottom-line results.
With offices in Philadelphia, PA and San Jose, CA, our team is comprised of the industry’s top online technology, privacy, and social media professionals. Our engineers come out of Stanford University, IBM, Intel, and Cisco; they are leading experts in supercomputing, web-spidering, NLP, and semantic search.
Phone: (215) 283-6393
Email: info@listenlogic.com
Web: www.listenlogic.com
Twitter: @listenlogic
ListenLogic 500 Office Center Drive, Ste 104 Fort Washington, PA 19034

Auto Superbowl Listening

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