1) Firetoss and the University of Utah collaborated on a study to analyze over 1 million tweets regarding Super Bowl LI commercials to measure sentiment.
2) They found that the T-Mobile commercial "#UnlimitedMoves" generated the most discussion, with over 58,000 tweets, most of which (84%) expressed positive sentiment.
3) The analysis also revealed that certain brands elicited a wider range of positive and negative responses on Twitter compared to others.
The Smart Social Report V3 - Social Video Strategy, Social Sharing Trends, Co...Spredfast
In the third volume of our Smart Social Report, in addition to measuring the social sophistication of the most influential brands, we unearth insights your team can use today to influence results tomorrow.
Since its inception over a decade ago, social media has grown from a ‘fad’ to one of the most defining movements of our generation.
So what 8 trends can we expect to see in 2016?
The Smart Social Report V3 - Social Video Strategy, Social Sharing Trends, Co...Spredfast
In the third volume of our Smart Social Report, in addition to measuring the social sophistication of the most influential brands, we unearth insights your team can use today to influence results tomorrow.
Since its inception over a decade ago, social media has grown from a ‘fad’ to one of the most defining movements of our generation.
So what 8 trends can we expect to see in 2016?
The Smart Social Report V6 - LinkedIn Marketing Strategy, Marketing on Medium...Spredfast
Our research and insights team combed through social data from leading brands so we could report on this summer’s hottest social trends—and you can learn how successful brands are using social media now.
The Smart Social Report V2 - Data-Driven Social Strategy, Most Engaged Social...Spredfast
We know that each passing quarter only inspires more questions for your already-sophisticated social team. Because you’re forward-looking and thinking, you might ask questions like: What social network is seeing the most engagement with companies? What’s the next truly hot social network ripe for marketers? And who is leading the industry by setting the social trends that might provide your team inspiration?
With our Smart Social Report: Volume 2, we answer all of these questions, so your team can digest and then take actionable steps toward a more efficient, productive social strategy.
Report - Luxury Fashion: 3 Social Media Campaigns in SeptemberZuum
Industry and campaign analysis of content trends and strategic practices across Facebook, Twitter and Instagram for 9 luxury fashion brands. The brands analyzed are Burberry, Louis Vuitton, Chanel, Dior, Versace, Gucci, Armani, Dolce & Gabbana and Calvin Klein.
Что такое Q5? Как получить максимум эффективности от рекламы в 4ом квартале /...DevGAMM Conference
В этой сессии Татьяна расскажет о ключевых моментах 4ого квартала характерных для US и для стран Tier 1. Среди прочих аспектов, Татьяна расскажет что нужно учесть, и как подготовиться к запуску UA кампаний для мобильных игр в Snapchat.
2016 Flurry Analytics State of Mobile: India EditionKym Lino
Annually the team Flurry publishes a global report, highlighting burgeoning mobile use trends. This is the India-specific version, with local findings/data throughout. The presentation was debuted by Chris Klotzbach, Director at Flurry, on stage at the Flurry Source workshop in Bangalore.
While we think at Google and Facebook as technology companies those are in reality Marketing companies. Technology and Marketing are tightly intertwined and in this speech we are going through a brief history, the current status and the future trends that tie the two together.
Via our platform providers @ Hubspot.
The Marketing Data Box gives you more than the latest marketing facts. You get graphic info and in-depth analysis we want you to share.
The amount of time individuals spend with social networks continues to increase, especially with the proliferation of newer platforms like Instagram and Snapchat. US adults averaged approximately 51 minutes of daily time with social networks
in 2017. eMarketer has curated this Roundup of articles, insights and interviews to help you reach social media users effectively.
Stock market prediction using Twitter sentiment analysisIJRTEMJOURNAL
In a study, it was investigated relationship among stock market movement and Tweeter feed
content. We are expecting to see if there is connection among sentiment information extracted from the Tweets
using a Vader in predicting movements of stock prices. As a result it was obtained strong positive correlation with
a coefficient of correlation to be 0.7815.
Stock market prediction using Twitter sentiment analysisjournal ijrtem
ABSTRACT : In a study, it was investigated relationship among stock market movement and Tweeter feed content. We are expecting to see if there is connection among sentiment information extracted from the Tweets using a Vader in predicting movements of stock prices. As a result it was obtained strong positive correlation with a coefficient of correlation to be 0.7815.
KEYWORDS : correlation, financial market, polarity, sentiment analysis, tweets
The Smart Social Report V6 - LinkedIn Marketing Strategy, Marketing on Medium...Spredfast
Our research and insights team combed through social data from leading brands so we could report on this summer’s hottest social trends—and you can learn how successful brands are using social media now.
The Smart Social Report V2 - Data-Driven Social Strategy, Most Engaged Social...Spredfast
We know that each passing quarter only inspires more questions for your already-sophisticated social team. Because you’re forward-looking and thinking, you might ask questions like: What social network is seeing the most engagement with companies? What’s the next truly hot social network ripe for marketers? And who is leading the industry by setting the social trends that might provide your team inspiration?
With our Smart Social Report: Volume 2, we answer all of these questions, so your team can digest and then take actionable steps toward a more efficient, productive social strategy.
Report - Luxury Fashion: 3 Social Media Campaigns in SeptemberZuum
Industry and campaign analysis of content trends and strategic practices across Facebook, Twitter and Instagram for 9 luxury fashion brands. The brands analyzed are Burberry, Louis Vuitton, Chanel, Dior, Versace, Gucci, Armani, Dolce & Gabbana and Calvin Klein.
Что такое Q5? Как получить максимум эффективности от рекламы в 4ом квартале /...DevGAMM Conference
В этой сессии Татьяна расскажет о ключевых моментах 4ого квартала характерных для US и для стран Tier 1. Среди прочих аспектов, Татьяна расскажет что нужно учесть, и как подготовиться к запуску UA кампаний для мобильных игр в Snapchat.
2016 Flurry Analytics State of Mobile: India EditionKym Lino
Annually the team Flurry publishes a global report, highlighting burgeoning mobile use trends. This is the India-specific version, with local findings/data throughout. The presentation was debuted by Chris Klotzbach, Director at Flurry, on stage at the Flurry Source workshop in Bangalore.
While we think at Google and Facebook as technology companies those are in reality Marketing companies. Technology and Marketing are tightly intertwined and in this speech we are going through a brief history, the current status and the future trends that tie the two together.
Via our platform providers @ Hubspot.
The Marketing Data Box gives you more than the latest marketing facts. You get graphic info and in-depth analysis we want you to share.
The amount of time individuals spend with social networks continues to increase, especially with the proliferation of newer platforms like Instagram and Snapchat. US adults averaged approximately 51 minutes of daily time with social networks
in 2017. eMarketer has curated this Roundup of articles, insights and interviews to help you reach social media users effectively.
Stock market prediction using Twitter sentiment analysisIJRTEMJOURNAL
In a study, it was investigated relationship among stock market movement and Tweeter feed
content. We are expecting to see if there is connection among sentiment information extracted from the Tweets
using a Vader in predicting movements of stock prices. As a result it was obtained strong positive correlation with
a coefficient of correlation to be 0.7815.
Stock market prediction using Twitter sentiment analysisjournal ijrtem
ABSTRACT : In a study, it was investigated relationship among stock market movement and Tweeter feed content. We are expecting to see if there is connection among sentiment information extracted from the Tweets using a Vader in predicting movements of stock prices. As a result it was obtained strong positive correlation with a coefficient of correlation to be 0.7815.
KEYWORDS : correlation, financial market, polarity, sentiment analysis, tweets
Rival Spark (July 2023) - Twitter Rebrand to XDuBoseCole
Solving for X? What is the initial read on Twitter's rebrand to X.
We look at the brand health and usage of Twitter vs. other social platforms such as Facebook, Instagram, TikTok, YouTube, Pinterest, Threads and more.
In the light of the rapid rebrand, impact on the Twitter brand is expected, but the data shows a complex picture of a challenge facing Twitter before and after the name change.
Embracing the Power of Social Media for Broadcast Business InsightCognizant
Media and entertainment companies can maximize their programming content by integrating a broadcasting-focused intelligence program with consistent use of social measurement and analysis tools.
The State of Social report is our quarterly check-in with
50 of the top brands in the world and their sophistication
across the major social properties. In Q4, we’re
introducing one new channel and researching new tactics,
strategies, and campaigns to see who’s pushing the
envelope in the social world.
Last quarter, sports, retail, and automotive were the
leading industries in our study. Who led the industry in
Q4? Let’s dive into the data
Strategize your World Cup Marketing Campaign using TweetsKeRoxiLi
This project is designed for businesses that aim to develop customer-focused marketing strategies based on Tweets (Word usage, trend, sentiment, number of forward and likes etc.).
The Smart Social Report V4 - Private vs. Public Communication, Restaurant-Bra...Spredfast
Read our research report to learn more about the surprising balance of private versus public communication by marketers on social, a look at restaurant-branded hashtags on Instagram and what regional preferences they reveal, the evolution and growth of livestreaming, and an overview of smart social marketing strategies by airlines in Asia Pacific.
The Smart Social Report V1 - Top Performing Brands, Real-Time Marketing, and ...Spredfast
Where is social headed? How does my brand fit in? And, most importantly — how can social make me smarter?
If any of these questions have come up in recent strategy sessions, The Smart Social Report, Volume 1 can provide clarity. We evaluated fifty leading brands across ten different verticals, eight social networks, and thousands of pieces of social content.
Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Safalta Digital marketing institute in Noida, provide complete applications that encompass a huge range of virtual advertising and marketing additives, which includes search engine optimization, virtual communication advertising, pay-per-click on marketing, content material advertising, internet analytics, and greater. These university courses are designed for students who possess a comprehensive understanding of virtual marketing strategies and attributes.Safalta Digital Marketing Institute in Noida is a first choice for young individuals or students who are looking to start their careers in the field of digital advertising. The institute gives specialized courses designed and certification.
for beginners, providing thorough training in areas such as SEO, digital communication marketing, and PPC training in Noida. After finishing the program, students receive the certifications recognised by top different universitie, setting a strong foundation for a successful career in digital marketing.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
2. Introduction
Firetoss and David Eccles School Business at the University of Utah
collaborated in a study to understand the relationship between
social media (specifically Twitter) and commercial advertising
during the recent 2017 Super Bowl.
The price tag for a 30-second commercial during Super Bowl LI
inched up to $5 million for 2017, a 4% increase from 2016 at $4.8
million. 56 brands made the investment and a total of 66 different
commercials aired during the almost four-hour nail-biting football
game between the New England Patriots and the Atlanta Falcons
on February 5th, 2017.
1,063,236 tweets were collected between 6 to 11 pm EST on
February 5th, 2017 with the help of 200 virtual servers using
Twitter Streaming API . After a thorough data filtering process,
259,279 of those tweets were related to the 66 different
commercials. Specific keywords, mentions, and hashtags used to
distinguish the commercial tweets from all other Super Bowl
related tweets were collected. These tweets were then parsed into
two categories, positive sentiment and negative sentiment,
relating to their specific brand/commercial.
The top performing commercial on Twitter for the Super Bowl LI
was from T-Mobile and their #UnlimitedMoves commercial
featuring Justin Bieber, Rob Gronkowski, and Terrell Owens.
58,616 tweets related to the ad were collected and 84.07% of
them were positive, while only 15.93% were negative. The
trending hashtags pertaining to this commercial were
#UnlimitedMoves – used 30,998 times, #BagOfUnlimited – used
23,169 times, and #TMobile – used 2,238 times.
Project overview
Understanding true effects of advertising on a consumer is
difficult with so many new media outlets. This project seeks to
understand the effects, positive or negative, that Super Bowl
advertising has on viewers by collecting data from user-generated
tweets about the brands and their ads.
3. Twitter allows for a connection to their Streaming API in
order to monitor activity and collect data on Twitter. 200
virtual servers with Python scripts and MongoDB were
deployed for this project to monitor tweets with hashtags
and tweets mentioning the advertiser’s accounts. Lists of
target accounts and keywords were prepared prior to the
Super Bowl however, many trends that arise can not be
pre-planned. This required constant interaction and
monitoring of live television by the team managing the
project. This collection was done between 6 to 11 pm EST on
February 5.
The collected data was then cleaned and analyzed in order
to calculate the number of tweets relating to the Super Bowl
ads. Using Python NLTK (Natural Language Toolkit) Text
classification packages, these tweets were classified to
determine if the content contained positive or negative
sentiment.
Firetoss teamed up with a group of graduate students led by
a professor from the Eccles School of Business. The students
and the professor are affiliated with the M.S. in Information
Systems program and the newly created M.S. in Business
Analytics program at the University of Utah. This is the
second year that data has been collected around Super Bowl
advertising in the Eccles School of Business. This year’s data
collection was broader and more comprehensive, compared
to previous year’s data, due to an increased number of
servers and a more advanced technology stack.
Findings
4. T-Mobile and their #UnlimitedMoves ad was the front-
runner commercial this year. 58,616 tweets were collected
that either mentioned T-Mobile’s accounts or one of the two
hashtags -- #UnlimitedMoves and #BagOfUnlimited. AirBnB
was a close second place with 47,446 tweet counted.
The least talked about brand from Super Bowl LI was King’s
Hawaiian. Amongst the 1,063,236 tweets collected only 2
tweets related to the brand. Fiji Water, Turkish Airlines,
Michelin and Weather Tech weren’t far behind.
Activity on twitter was geared more toward the content of
the ad as opposed to the brand name itself. Both the
#UnlimitedMoves and #BagOfUnlimited hashtags were used
more frequently compared to the T-Mobile brand hashtag
(#tmobile). The same was true for Airbnb’s #weaccept
campaign versus #airbnb.
“There is no such thing as bad publicity.”
In addition to monitoring brand performance, this project
examined sentiment for each tweet. Using Python NLTK
text mining packages, sentiment analysis was performed to
determine whether the tone of each tweet was positive or
negative. The text classifiers first tokenize each tweet into
groups of words (known as features) with irrelevant words
(stop words) removed. Stop words are commonly used words
that are generally considered useless for sentiment analysis
(e.g. he, she, the, etc.). Then the team used the Python
TextBlob package (a supplement to NLTK) to label each word
in the tweet based on a set lexicon (dictionary) of
pre-determined positive-negative terms. Finally an overall
sentiment index was generated for the tweet which was
aggregated for each brand or commercial.
Once again T-Mobile not only led the group in volume but
the majority of tweets related to their brand were found to
be positive (84%). AirBnB was a very close second on the
sentiment scale (83%). It is notable that most of the tweets
this year were positive in sentiment across the board. The
volume of tweets spiked in the 2nd quarter when the top
commercials #weaccept, #cocacola and #unlimitedmoves
were broadcasted. In the 4th quarter, the gap favoring
positive index increased as tweet volume spiked. The peaks
and valleys were more volatile with the positive tweets
overall as compared to the negative tweets.
Trending, positive, and negative word clouds provided a
clearer picture of the level of attention given to different
brands and ads during the game. Although the overall result
is consistent with the volume of tweets for each brand, these
5. word clouds show vividly the spread of positive-negative
sentiment. For example, both of the ads #weaccept and
#avosecrets appeared in both the positive and negative
word clouds implying a presence in the positive as well as
(perhaps not desirable) negative spaces. Ads like
#unlimitedmoves, on the other hand, were mostly positive.
The chart above shows distribution of tweet volume (5-
minute interval) between 5 to 11 pm EST. These tweets
counts include those from the halftime show and the game.
We note a close correlation between broadcast times of top
commercials (and half-time show) with volume of tweets
generated implying a close relationship between social
media and Super Bowl commercials.
The project also examined the relationship between time
zone and sentiment of the tweets collected. The
percentage of negative tweets to positive tweets held
pretty consistent across all United States time zones with
the Eastern Time Zone being slightly more negative than
the average and the Pacific Time Zone being slightly more
positive than the average.
Other factors such as time of day, and affinity towards
twitter as a social platform may have played a part in this
finding.
6. Summary
Firetoss and David Eccles School of Business, University of Utah
collaborated in this research in exploring the relationship
between social media (specifically Twitter) and 2017 Super Bowl
commercial advertising. A framework comprising of Python
scripts and MongoDB was built to collect tweets from Twitter
Streaming API during the game between 6 to 11 pm EST. Over 1
million tweets were collected and later processed to extract
volume and sentiment for each commercial and brand. We
found T-Mobile was the most talked-about brand with over
58,616 tweets. We also noted that certain brands have a wider
distribution of positive-negative spread than others implying a
higher negative public response than other brands. This project
adds to the relevance of social media (specifically Twitter) as a
brand monitoring tool in today’s well-connected Web 2.0
environment.
ADVISOR
Chong Oh
Assistant Professor
Operations & Information Systems
University of Utah
GRADUATE STUDENTS
Vikal Gupta
Shambavi Khare
Venkatesh Sharma
Andrew Vernon
Savan Kumar
SPONSOR
Tony Passey
Assistant Professor
Department of Marketing, University of Utah
Founder + CEO, Firetoss
Silvia Potempa
Social Media Coordinator
Firetoss