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TWITTER	
  REPORT	
  BY	
  SYSOMOS	
  
FEBRUARY	
  7,	
  2016	
  
SUPER	
  BOWL	
  50	
  
SUPER	
  BOWL	
  50	
  
•  Super	
  Bowl	
  50	
  generated	
  a	
  total	
  of	
  21.8M	
  tweets	
  on	
  February	
  7	
  –	
  up	
  104%	
  compared	
  to	
  Super	
  Bowl	
  XLIX	
  last	
  year.	
  Tweets	
  were	
  amplified	
  to	
  an	
  
esQmated	
  87B	
  impressions	
  	
  
•  40%	
  of	
  content	
  was	
  organic	
  vs.	
  60%	
  retweets	
  
•  The	
  Pepsi	
  HalHime	
  Show	
  featuring	
  Coldplay,	
  Beyoncé,	
  and	
  Bruno	
  Mars	
  (4.8M	
  tweets)	
  accounted	
  for	
  22%	
  of	
  overall	
  buzz,	
  followed	
  by	
  
menQons	
  about	
  the	
  Denver	
  Broncos	
  (3.7M	
  tweets,	
  17%	
  SoV)	
  and	
  the	
  Carolina	
  Panthers	
  (3.3M	
  tweets	
  –	
  15%	
  SoV).	
  The	
  commercials	
  
generated	
  1.5M	
  menUons	
  (7%	
  of	
  the	
  overall	
  buzz	
  volume)	
  
•  The	
  highest	
  spike	
  in	
  acQvity	
  occurred	
  between	
  8:31pm	
  and	
  8:50pm	
  during	
  the	
  halXime	
  show	
  (3.2M	
  tweets	
  –	
  18%	
  of	
  the	
  overall	
  buzz	
  
between	
  6pm	
  and	
  12am)	
  
THE	
  TEAMS	
  
•  The	
  Broncos	
  generated	
  3.7M	
  tweets	
  compared	
  to	
  3.3M	
  for	
  the	
  Panthers,	
  which	
  translated	
  to	
  a	
  share	
  of	
  voice	
  of	
  53%	
  and	
  47%,	
  respecQvely	
  
•  TwiYer	
  followers	
  for	
  both	
  team	
  grew	
  at	
  comparable	
  rates	
  from	
  January	
  31	
  to	
  February	
  7	
  
•  The	
  Broncos	
  recorded	
  the	
  highest	
  number	
  of	
  new	
  followers	
  on	
  February	
  5	
  –	
  the	
  last	
  #OrangeFriday	
  of	
  the	
  season	
  (15,555	
  net	
  new	
  followers)	
  
•  Ron	
  Rivera’s	
  press	
  conference	
  on	
  February	
  2	
  coincided	
  with	
  the	
  largest	
  number	
  of	
  net	
  new	
  fans	
  for	
  the	
  Panthers	
  (15,885)	
  
•  JusUn	
  Timberlake	
  and	
  Tiger	
  Woods	
  were	
  the	
  top	
  most	
  influenQal	
  celebrity	
  supporters	
  of	
  the	
  Broncos.	
  Khloe	
  Kardashian	
  and	
  Stephen	
  Curry	
  were	
  
among	
  the	
  most	
  popular	
  supporters	
  of	
  the	
  Panthers	
  
THE	
  HALFTIME	
  SHOW	
  
•  The	
  Pepsi	
  HalXime	
  Show	
  generated	
  a	
  total	
  of	
  4.8M	
  tweets	
  on	
  February	
  7	
  –	
  up	
  60%	
  from	
  last	
  year	
  	
  
•  Beyoncé	
  was	
  the	
  most	
  popular	
  performer	
  of	
  the	
  night	
  with	
  37%	
  of	
  the	
  overall	
  Super	
  Bowl	
  50	
  performers,	
  including	
  Lady	
  Gaga	
  	
  
•  Lady	
  Gaga’s	
  rendiQon	
  of	
  the	
  naQonal	
  anthem	
  drove	
  21%	
  of	
  the	
  performers’	
  buzz	
  and	
  won	
  her	
  a	
  spot	
  on	
  the	
  wish	
  list	
  for	
  Super	
  Bowl	
  51	
  HalXime	
  
Show	
  
•  Drake	
  topped	
  the	
  Top	
  5	
  wish	
  list	
  for	
  Super	
  Bowl	
  51,	
  followed	
  by	
  JusUn	
  Bieber,	
  One	
  DirecUon,	
  Lady	
  Gaga,	
  and	
  Taylor	
  SwiH	
  
THE	
  COMMERCIALS	
  
•  Tweets	
  about	
  commercials	
  shown	
  during	
  Super	
  Bowl	
  50	
  reached	
  a	
  total	
  of	
  1.7M	
  and	
  accounted	
  for	
  8%	
  of	
  the	
  overall	
  Super	
  Bowl	
  50	
  menQons	
  
•  The	
  Top	
  10	
  spots	
  drove	
  60%	
  of	
  the	
  overall	
  buzz	
  around	
  the	
  commercials	
  
•  Mountain	
   Dew’s	
   #PuppyMonkeyBaby	
   earned	
   the	
   top	
   spot	
   among	
   the	
   Top	
   10	
   with	
   a	
   share	
   of	
   voice	
   of	
   26%,	
   followed	
   by	
   Doritos’	
  
Ultrasound	
  ad	
  and	
  T-­‐Mobile’s	
  	
  #YouGotCarriered	
  H.	
  Drake	
  with	
  22%	
  and	
  12%,	
  respecQvely	
  
	
  
	
  
REPORT	
  SUMMARY	
  
SUPER	
  BOWL	
  50	
  |	
  TWITTER	
  REPORT	
  BY	
  SYSOMOS	
  |	
  FEBRUARY	
  7,	
  2016	
   2
36%	
  
60%	
  
4%	
  
Regular	
  Tweet	
  
Re-­‐Tweets	
  
@reply	
  
91%	
  
8%	
  
1%	
  
1	
  Tweet	
  
2-­‐4	
  Tweets	
  
5	
  or	
  more	
  
TOTAL	
   BRONCOS	
   PANTHERS	
   HALFTIME	
  SHOW	
   COMMERCIALS	
  
	
  
NUMBER	
  OF	
  TWEETS	
  
	
  
21.8M	
  
3.7M	
  
(17%)	
  
3.3M	
  
(15%)	
  
4.8M	
  
(22%)	
  
1.5M	
  
(7%)	
  
	
  
ESTIMATED	
  REACH	
  
	
  
87B	
  
	
  
22B	
  
(25%)	
  
13B	
  
(15%)	
  
13.2B	
  
(15%)	
  
9.1B	
  
(10%)	
  
BRONCOS	
  
17%	
  
PANTHERS	
  
15%	
  
HALFTIME	
  
SHOW	
  
22%	
  
OTHER	
  
39%	
  COMMERCI
ALS	
  
7%	
  
GENDER	
  SPLIT	
  
	
  
41
%	
  
59
%	
  
TWEET	
  TYPES	
  
	
  
ENGAGEMENT	
  LEVEL	
  
	
  
DASHBOARD	
  
	
  WORD	
  CLOUD*	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  
3SUPER	
  BOWL	
  50	
  |	
  TWITTER	
  REPORT	
  BY	
  SYSOMOS	
  |	
  FEBRUARY	
  7,	
  2016	
  
5.3M	
  
2.1M	
  
1.7M	
  
852.5K	
  
588.3K	
  
457.9K	
  
450K	
  
339.4K	
  
189.5K	
  
161.8K	
  
	
  #sb50	
  
	
  #esurancesweepstakes	
  
	
  #superbowl	
  
	
  #broncos	
  
	
  #keeppounding	
  
	
  #pepsihalXime	
  
	
  #superbowlsunday	
  
	
  #superbowl50	
  
	
  #halXimeshow	
  
	
  #panthers	
  
TOTAL	
  MENTIONS:	
  21.8M	
  
ESTIMATED	
  REACH:	
  87B	
  impressions	
  
TOP	
  HASHTAGS	
  
	
  
BUZZGRAPH	
  
	
  
*	
  Super	
  Bowl	
  50	
  and	
  related	
  keywords	
  have	
  been	
  removed	
  from	
  the	
  word	
  cloud	
  
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
6pm 6:10 6:20 6:30 6:40 6:50 7:00 7:10 7:20 7:30 7:40 7:50 8:00 8:10 8:20 8:30 8:40 8:50 9:00 9:10 9:20 9:30 9:40 9:5010:0010:1010:2010:3010:4010:5011:0011:1011:2011:3011:4011:5012am
4
SUPER	
  BOWL	
  BUZZ	
  ANALYSIS	
  
SUPER	
  BOWL	
  50	
  |	
  TWITTER	
  REPORT	
  BY	
  SYSOMOS	
  |	
  FEBRUARY	
  7,	
  2016	
  
OVERVIEW	
  
•  82%	
  of	
  Super	
  Bowl	
  50	
  TwiYer	
  buzz	
  was	
  generated	
  between	
  6pm	
  and	
  12am	
  EST	
  on	
  February	
  7-­‐8	
  (17.9M	
  tweets)	
  	
  
•  The	
  highest	
  volume	
  of	
  tweets	
  occurred	
  between	
  8:31pm	
  and	
  8:50pm	
  (3.2M	
  tweets)	
  during	
  the	
  Super	
  Bowl	
  50	
  HalXime	
  Show	
  
•  Tweets	
  about	
  the	
  Broncos	
  winning	
  the	
  Vince	
  Lombardi	
  trophy	
  drove	
  the	
  third	
  highest	
  spike	
  around	
  10:30PM	
  (1.1M	
  tweets)	
  
•  TwiYer	
  acQvity	
  slowed	
  down	
  unQl	
  	
  shortly	
  before	
  12am	
  when	
  Cam	
  Newton’s	
  exit	
  from	
  the	
  post-­‐game	
  press	
  conference	
  started	
  trending	
  
#EsuranceSweepstakes	
  
Pepsi	
  HalXime	
  Show	
  	
  
X.	
  Coldplay,	
  Bruno	
  Mars	
  	
  
and	
  Beyoncé	
  
Denver	
  Broncos	
  win	
  SB50	
  /	
  
#EsuranceSweeptakes	
  
Panthers’	
  Cam	
  Newton	
  
exits	
  post-­‐game	
  press	
  
conference	
  
Broncos	
  score	
  a	
  
touchdown,	
  take	
  
24-­‐10	
  lead	
  
Fan	
  tweets	
  showing	
  
support	
  for	
  their	
  
favorite	
  team	
  
ReacQons	
  to	
  officials’	
  ruling	
  
Newton’s	
  pass	
  to	
  Cotchery	
  
incomplete	
  (as	
  not	
  a	
  catch)	
  
Panthers’	
  Stewart	
  
scores	
  a	
  touchdown	
  
MOST	
  RETWEETED	
  TWEETS	
  
SUPER	
  BOWL	
  BUZZ	
  ANALYSIS	
  	
  
8SUPER	
  BOWL	
  50	
  |	
  TWITTER	
  REPORT	
  BY	
  SYSOMOS	
  |	
  FEBRUARY	
  7,	
  2016	
  
SENTIMENT	
  DRIVERS	
  ANALYSIS	
  
29%	
   27%	
  
18%	
  
11%	
  
15%	
  
TEAM/	
  
PLAYER	
  
SUPPORT	
  
ARTISTS	
  
SUPPORT	
  
PERFORMANCE	
  
REACTIONS	
  
PERFORMANCE	
  
ANTICIPATION	
  
OTHER	
  
34%	
  
31%	
  
16%	
  
12%	
  
7%	
  
TEAM/	
  
PLAYER	
  
DISLIKE	
  
EVENT	
  
RECEPTION	
  
ADS	
   ARTISTS/	
  
PERFORMANCE	
  
RECEPTION	
  
OTHER	
  
SENTIMENT	
  SCORE	
  
RETWEETS	
  57,698	
  
LIKES	
  128,163	
  
RETWEETS	
  76,769	
  
LIKES	
  82,272	
  
RETWEETS	
  42,083	
  
LIKES	
  69,723	
  
	
  
RETWEETS	
  45,089	
  
LIKES	
  55,099	
  
	
  
POS,	
  34%	
  
NEU,	
  50%	
  
NEG,	
  16%	
  
TEAM	
  ANALYSIS	
  
+2,330
+4,426
+8,875
+15,337
+6,789
+15,555
+10,846 +10,146
0
5,000
10,000
15,000
20,000
31-Jan 1-Feb 2-Feb 3-Feb 4-Feb 5-Feb 6-Feb 7-Feb
48%	
  
49%	
  
3%	
  
Regular	
  Tweet	
  
Re-­‐Tweets	
  
@reply	
  
93%	
  
7%	
  
0%	
  
1	
  Tweet	
  
2-­‐4	
  Tweets	
  
5	
  or	
  more	
  
DENVER	
  BRONCOS	
  VS	
  CAROLINA	
  PANTHERS	
  
8SUPER	
  BOWL	
  50	
  |	
  TWITTER	
  REPORT	
  BY	
  SYSOMOS	
  |	
  FEBRUARY	
  7,	
  2016	
  
BRONCOS	
  
53%	
  
PANTHER
S	
  
47%	
  
0
100,000
200,000
300,000
400,000
500,000
600,000
6pm
6:10
6:20
6:30
6:40
6:50
7:00
7:10
7:20
7:30
7:40
7:50
8:00
8:10
8:20
8:30
8:40
8:50
9:00
9:10
9:20
9:30
9:40
9:50
10:00
10:10
10:20
10:30
10:40
10:50
11:00
11:10
11:20
11:30
11:40
11:50
12am
BRONCOS PANTHERS
@PANTHERS	
  FOLLOWER	
  GROWTH	
  
Follower	
  Growth	
  (Feb.	
  7):	
  +10,448	
  
Avg	
  Daily	
  Follower	
  Growth	
  (Jan.	
  31	
  –	
  Feb.	
  6):	
  +9,084	
  
FAN	
  TWEET	
  TYPES	
  
	
  
FAN	
  ENGAGEMENT	
  LEVEL	
  
	
  
53%	
  
41%	
  
6%	
  
Regular	
  Tweet	
  
Re-­‐Tweets	
  
@reply	
  
90%	
  
9%	
  
1%	
  
1	
  Tweet	
  
2-­‐4	
  Tweets	
  
5	
  or	
  more	
  
FAN	
  TWEET	
  TYPES	
  
	
  
FAN	
  ENGAGEMENT	
  LEVEL	
  
	
  
@BRONCOS	
  FOLLOWER	
  GROWTH	
  
Follower	
  Growth	
  (Feb.	
  7):	
  +10,146	
  	
  
Avg	
  Daily	
  Follower	
  Growth	
  (Jan.	
  31	
  –	
  Feb.	
  6):	
  +9,165	
  
#BeatThePanthers	
  
tweets	
  
Last	
  #OrangeFriday	
  
of	
  the	
  season	
  
+5,085
+2,892
+15,886
+10,545 +9,595 +9,242 +10,340 +10,448
0
5,000
10,000
15,000
20,000
31-Jan 1-Feb 2-Feb 3-Feb 4-Feb 5-Feb 6-Feb 7-Feb
Ron	
  Rivera’s	
  Press	
  
Conference	
  
@Panthers’	
  “Thank	
  You”	
  
tweets	
  to	
  their	
  supporters	
  
Broncos	
  win	
  Super	
  
Bowl	
  50	
  
Memes	
  about	
  
Panthers’	
  Cam	
  
Newton	
  
Von	
  Miller	
  wins	
  
MVP	
  Award	
  
Comments	
  on	
  
Cam	
  Newton’s	
  
Performance	
  
MOST	
  INFLUENTIAL	
  CELEB	
  TEAM	
  SUPPORTERS	
  
8SUPER	
  BOWL	
  50	
  |	
  TWITTER	
  REPORT	
  BY	
  SYSOMOS	
  |	
  FEBRUARY	
  7,	
  2016	
  
BRONCOS	
   PANTHERS	
  
*	
  Based	
  on	
  number	
  of	
  followers	
  
PANTHERS	
  
BRONCOS	
  
MOST	
  RETWEETED	
  
10	
  
RETWEETS	
  12,483	
  
LIKES	
  22,407	
  
	
  
RETWEETS	
  19,669	
  
LIKES	
  21,659	
  
RETWEETS	
  12,861	
  
LIKES	
  18,539	
  
	
  
RETWEETS	
  12,483	
  
LIKES	
  29,565	
  
	
  
RETWEETS	
  10,027	
  
LIKES	
  13,483	
  
RETWEETS	
  13,703	
  
LIKES	
  9,376	
  
	
  
RETWEETS	
  8,690	
  
LIKES	
  20,030	
  
	
  
SUPER	
  BOWL	
  50	
  |	
  TWITTER	
  REPORT	
  BY	
  SYSOMOS	
  |	
  FEBRUARY	
  7,	
  2016	
  
RETWEETS	
  76,769	
  
LIKES	
  82,272	
  
HALFTIME	
  SHOW	
  
LADY	
  GAGA	
  VS	
  THE	
  HALFTIME	
  SHOW	
  LINEUP*	
   SUPER	
  BOWL	
  51	
  HALFTIME	
  SHOW	
  WISH	
  LIST**	
  
HALFTIME	
  SHOW	
  
8SUPER	
  BOWL	
  50	
  |	
  TWITTER	
  REPORT	
  BY	
  SYSOMOS	
  |	
  FEBRUARY	
  7,	
  2016	
  
0
100,000
200,000
300,000
400,000
8:30 8:32 8:34 8:36 8:38 8:40 8:42 8:44 8:46 8:48 8:50 8:52 8:54 8:56
Coldplay	
  open	
  the	
  Super	
  
Bowl	
  50	
  HalXime	
  Show	
  
Beyoncé	
  performs	
  her	
  
new	
  song,	
  “FormaQon”	
  
Drake	
  
23%	
  
OVERVIEW	
  
•  The	
  Super	
  Bowl	
  50	
  HalXime	
  Show	
  generated	
  4.8M	
  tweets	
  (up	
  60%	
  from	
  last	
  year)	
  and	
  accounted	
  for	
  22%	
  of	
  the	
  
overall	
  Super	
  Bowl	
  menUons	
  on	
  February	
  7	
  
•  The	
  collecUve	
  buzz	
  about	
  Coldplay,	
  Bruno	
  Mars,	
  and	
  Beyoncé	
  surpassed	
  menQons	
  of	
  Katy	
  Perry’s	
  performance	
  last	
  
year	
  by	
  135%,	
  however	
  Beyoncé	
  (1.8M	
  tweets)	
  was	
  the	
  only	
  one	
  to	
  outperform	
  Katy	
  Perry	
  (1.7M	
  tweets)	
  
•  Beyoncé	
  was	
  the	
  most	
  popular	
  performer	
  of	
  the	
  night	
  with	
  37%	
  of	
  the	
  overall	
  arQst	
  menQons	
  and	
  three	
  of	
  the	
  Top	
  10	
  
halXime	
  show	
  hashtags.	
  Lady	
  Gaga’s	
  rendiQon	
  of	
  the	
  naQonal	
  anthem	
  drove	
  21%	
  of	
  the	
  performers’	
  buzz	
  and	
  won	
  her	
  
a	
  spot	
  on	
  the	
  wish	
  list	
  for	
  Super	
  Bowl	
  51	
  HalXime	
  Show	
  
795,382	
  
413,265	
  
249,982	
  
140,419	
  
106,422	
  
102,941	
  
101,369	
  
93,854	
  
42,905	
  
37,111	
  
#sb50	
  
#pepsihalXime	
  
#superbowl	
  
#halXimeshow	
  
#formaQon	
  
#beyoncebowl	
  
#beyonce	
  
#coldplay	
  
#superbowl50	
  
#esurancesweepstakes	
  
TOP	
  HASHTAGS	
  
WORD	
  CLOUD	
  
Beyoncé	
  	
  
37%	
  	
  
Taylor	
  SwiX	
  	
  	
  
	
  
	
  
	
  1.5%	
  
Bruno	
  Mars	
  and	
  
Beyoncé	
  join	
  the	
  stage	
  	
  
Coldplay,	
  Beyoncé	
  and	
  Bruno	
  
Mars	
  perform	
  medley	
  of	
  songs	
  
from	
  previous	
  HalXime	
  
performers	
  
Super	
  Bowl	
  50	
  	
  
HalXime	
  Show	
  ends	
  
*	
  Based	
  on	
  5M	
  combined	
  number	
  of	
  tweets	
  for	
  all	
  performers	
  
Coldplay	
  
29%	
  	
  
Lady	
  Gaga	
  
21%	
  
**	
  Within	
  menQons	
  of	
  Super	
  Bowl	
  51’s	
  halXime	
  
JusQn	
  Bieber	
  
	
  
	
  
	
  
	
  
	
  
	
  
3%	
  
One	
  DirecQon	
  	
  
	
  
	
  
2%	
  
Lady	
  Gaga	
  	
  
	
  	
  
2%	
  
Viewer	
  reacQons	
  to	
  the	
  HalXime	
  Show	
  
and	
  to	
  Beyoncé’s	
  World	
  Tour	
  
announcement	
  
Bruno	
  Mars	
  
14%	
  
*	
  Super	
  Bowl	
  50	
  and	
  related	
  keywords	
  have	
  been	
  removed	
  from	
  the	
  word	
  cloud	
  
HALFTIME	
  SHOW	
  
8SUPER	
  BOWL	
  50	
  |	
  TWITTER	
  REPORT	
  BY	
  SYSOMOS	
  |	
  FEBRUARY	
  7,	
  2016	
  
SAMPLE	
  TWEETS	
  
RETWEETS	
  10,660	
  
LIKES	
  1,588	
  
RETWEETS	
  12,203	
  
LIKES	
  24,591	
  
	
  
ADD	
  MOST	
  RT’D	
  HERE	
  
RETWEETS	
  2,604	
  
LIKES	
  23,353	
  
RETWEETS	
  4,710	
  
LIKES	
  9,448	
  
RETWEETS	
  2,480	
  
LIKES	
  4,681	
  
RETWEETS	
  3,844	
  
LIKES	
  5,267	
  
RETWEETS	
  1,488	
  
LIKES	
  1,946	
  
RETWEETS	
  51,281	
  
LIKES	
  56,680	
  
SUPER	
  BOWL	
  50	
  	
  
COMMERCIALS	
  
MOUNTAIN	
  
DEW	
  
#PUPPYMON
KEYBABY	
  
26%	
  
DORITOS	
  
#ULTRASOU
ND	
  
22%	
  
T-­‐MOBILE	
  
#YOUGOTCA
RRIERED	
  
12%	
  
T-­‐MOBILE	
  
#BALLOGIZE	
  
10%	
  
AVOCADOS	
  	
  
FROM	
  
MEXICO	
  
6%	
   ESURANCE*	
  
5%	
  
MINI	
  
5%	
  
BUDWEISER	
  
#GIVEADAM
N	
  
5%	
  
POKEMON	
  
5%	
  
TACO	
  BELL	
  
4%	
  
TOP	
  COMMERCIAL	
  SENTIMENT	
  &	
  AUDIENCE	
  –	
  #PUPPYMONKEYBABY	
  
	
  
TOP	
  10	
  COMMERCIALS	
  
57%	
  
of	
  the	
  overall	
  	
  
commercial	
  
menQons	
  
DASHBOARD	
  
3SUPER	
  BOWL	
  50	
  |	
  TWITTER	
  REPORT	
  BY	
  SYSOMOS	
  |	
  FEBRUARY	
  7,	
  2016	
  
332K	
  
116.5K	
  
87.6K	
  
46.3K	
  
44.8K	
  
32.2K	
  
29.6K	
  
28.3K	
  
24.8K	
  
20.5K	
  
	
  #sb50	
  
#puppymonkeybaby	
  
	
  #superbowl	
  
	
  #avosinspace	
  
	
  #ad	
  
	
  #ballogize	
  
#superbowlcommercials	
  
	
  #giveadamn	
  
#doritos	
  
	
  #pokemon20	
  
TOP	
  10	
  HASHTAGS	
  OVERVIEW	
  
•  Tweets	
   about	
   the	
   Super	
   Bowl	
   50	
   commercials	
  
reached	
  a	
  total	
  of	
  over	
  1.7M	
  menUons,	
  57%	
  of	
  
which	
  were	
  driven	
  by	
  the	
  Top	
  10	
  commercials	
  
•  Mountain	
   Dew’s	
   #PuppyMonkeyBaby	
   spot	
  
emerged	
  as	
  the	
  most	
  menQoned	
  among	
  the	
  Top	
  
10	
  commercials	
  with	
  a	
  share	
  of	
  voice	
  of	
  26%	
  	
  
•  Doritos’	
   Ultrasound	
   ad	
   and	
   T-­‐Mobile’s	
  
#YouGotCarriered	
  ranked	
  2nd	
  and	
  3rd,	
  	
  with	
  22%	
  
and	
  12%,	
  respecQvely	
  
#PUPPYMONKEYBABY	
  
•  Mountain	
   Dew’s	
   ad	
   scored	
   13%	
   posiUve	
   and	
  
39%	
  negaUve	
  senQment	
  
•  86%	
  of	
  posiUve	
  menUons	
  were	
  driven	
  by	
  users’	
  
general	
   posiQve	
   recepQon	
   of	
   the	
   commercial,	
  
while	
   48%	
   of	
   negaQve	
   content	
   was	
   associated	
  
with	
   keywords	
   such	
   as	
   “nightmares”,	
   “creepy”,	
  
“terrified”	
  etc.	
  
	
  
39%	
  
86%	
  
8%	
   6%	
  
POSITIVE	
  
RECEPTION	
  
AD	
  
EFFECTIVENESS	
  
AD	
  
RECOMMENDATION	
  
48%	
   45%	
  
7%	
  
SCARY/TOO	
  BIZZARE	
   GENERAL	
  DISLIKE	
   NEGATIVE	
  IMPACT	
  ON	
  
PURCHASE	
  INTENT	
  
13%	
  
49
%	
  
51
%	
  
49
%	
  
51
%	
  
*	
  Excludes	
  tweets	
  containing	
  #EsuranceSweepstakes,	
  without	
  a	
  reference	
  to	
  “commercial”	
  or	
  related	
  terms	
  
#PUPPYMONKEYBABY	
  
OVERALL	
  
MOST	
  RETWEETED	
  
10	
  
RETWEETS	
  22,097	
  
LIKES	
  27,031	
  
	
  
RETWEETS	
  35,030	
  
LIKES	
  65,794	
  
RETWEETS	
  25,844	
  
LIKES	
  37,719	
  
	
  
RETWEETS	
  3,061	
  
LIKES	
  1,602	
  
	
  
RETWEETS	
  8,910*	
  
LIKES	
  20,439	
  
RETWEETS	
  3,087	
  
LIKES	
  2,598	
  
	
  
SUPER	
  BOWL	
  50	
  |	
  TWITTER	
  REPORT	
  BY	
  SYSOMOS	
  |	
  FEBRUARY	
  7,	
  2016	
   *	
  EsQmated	
  number	
  of	
  RTs	
  on	
  February	
  7	
  
RETWEETS	
  30,875	
  
LIKES	
  33,530	
  
RETWEETS	
  13,338	
  
LIKES	
  1,006	
  

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Sysomos Reports: Super Bowl 50

  • 1. www.sysomos.com  |  @sysomos  |  reports@sysomos.com   TWITTER  REPORT  BY  SYSOMOS   FEBRUARY  7,  2016   SUPER  BOWL  50  
  • 2. SUPER  BOWL  50   •  Super  Bowl  50  generated  a  total  of  21.8M  tweets  on  February  7  –  up  104%  compared  to  Super  Bowl  XLIX  last  year.  Tweets  were  amplified  to  an   esQmated  87B  impressions     •  40%  of  content  was  organic  vs.  60%  retweets   •  The  Pepsi  HalHime  Show  featuring  Coldplay,  Beyoncé,  and  Bruno  Mars  (4.8M  tweets)  accounted  for  22%  of  overall  buzz,  followed  by   menQons  about  the  Denver  Broncos  (3.7M  tweets,  17%  SoV)  and  the  Carolina  Panthers  (3.3M  tweets  –  15%  SoV).  The  commercials   generated  1.5M  menUons  (7%  of  the  overall  buzz  volume)   •  The  highest  spike  in  acQvity  occurred  between  8:31pm  and  8:50pm  during  the  halXime  show  (3.2M  tweets  –  18%  of  the  overall  buzz   between  6pm  and  12am)   THE  TEAMS   •  The  Broncos  generated  3.7M  tweets  compared  to  3.3M  for  the  Panthers,  which  translated  to  a  share  of  voice  of  53%  and  47%,  respecQvely   •  TwiYer  followers  for  both  team  grew  at  comparable  rates  from  January  31  to  February  7   •  The  Broncos  recorded  the  highest  number  of  new  followers  on  February  5  –  the  last  #OrangeFriday  of  the  season  (15,555  net  new  followers)   •  Ron  Rivera’s  press  conference  on  February  2  coincided  with  the  largest  number  of  net  new  fans  for  the  Panthers  (15,885)   •  JusUn  Timberlake  and  Tiger  Woods  were  the  top  most  influenQal  celebrity  supporters  of  the  Broncos.  Khloe  Kardashian  and  Stephen  Curry  were   among  the  most  popular  supporters  of  the  Panthers   THE  HALFTIME  SHOW   •  The  Pepsi  HalXime  Show  generated  a  total  of  4.8M  tweets  on  February  7  –  up  60%  from  last  year     •  Beyoncé  was  the  most  popular  performer  of  the  night  with  37%  of  the  overall  Super  Bowl  50  performers,  including  Lady  Gaga     •  Lady  Gaga’s  rendiQon  of  the  naQonal  anthem  drove  21%  of  the  performers’  buzz  and  won  her  a  spot  on  the  wish  list  for  Super  Bowl  51  HalXime   Show   •  Drake  topped  the  Top  5  wish  list  for  Super  Bowl  51,  followed  by  JusUn  Bieber,  One  DirecUon,  Lady  Gaga,  and  Taylor  SwiH   THE  COMMERCIALS   •  Tweets  about  commercials  shown  during  Super  Bowl  50  reached  a  total  of  1.7M  and  accounted  for  8%  of  the  overall  Super  Bowl  50  menQons   •  The  Top  10  spots  drove  60%  of  the  overall  buzz  around  the  commercials   •  Mountain   Dew’s   #PuppyMonkeyBaby   earned   the   top   spot   among   the   Top   10   with   a   share   of   voice   of   26%,   followed   by   Doritos’   Ultrasound  ad  and  T-­‐Mobile’s    #YouGotCarriered  H.  Drake  with  22%  and  12%,  respecQvely       REPORT  SUMMARY   SUPER  BOWL  50  |  TWITTER  REPORT  BY  SYSOMOS  |  FEBRUARY  7,  2016   2
  • 3. 36%   60%   4%   Regular  Tweet   Re-­‐Tweets   @reply   91%   8%   1%   1  Tweet   2-­‐4  Tweets   5  or  more   TOTAL   BRONCOS   PANTHERS   HALFTIME  SHOW   COMMERCIALS     NUMBER  OF  TWEETS     21.8M   3.7M   (17%)   3.3M   (15%)   4.8M   (22%)   1.5M   (7%)     ESTIMATED  REACH     87B     22B   (25%)   13B   (15%)   13.2B   (15%)   9.1B   (10%)   BRONCOS   17%   PANTHERS   15%   HALFTIME   SHOW   22%   OTHER   39%  COMMERCI ALS   7%   GENDER  SPLIT     41 %   59 %   TWEET  TYPES     ENGAGEMENT  LEVEL     DASHBOARD    WORD  CLOUD*                                   3SUPER  BOWL  50  |  TWITTER  REPORT  BY  SYSOMOS  |  FEBRUARY  7,  2016   5.3M   2.1M   1.7M   852.5K   588.3K   457.9K   450K   339.4K   189.5K   161.8K    #sb50    #esurancesweepstakes    #superbowl    #broncos    #keeppounding    #pepsihalXime    #superbowlsunday    #superbowl50    #halXimeshow    #panthers   TOTAL  MENTIONS:  21.8M   ESTIMATED  REACH:  87B  impressions   TOP  HASHTAGS     BUZZGRAPH     *  Super  Bowl  50  and  related  keywords  have  been  removed  from  the  word  cloud  
  • 4. 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 6pm 6:10 6:20 6:30 6:40 6:50 7:00 7:10 7:20 7:30 7:40 7:50 8:00 8:10 8:20 8:30 8:40 8:50 9:00 9:10 9:20 9:30 9:40 9:5010:0010:1010:2010:3010:4010:5011:0011:1011:2011:3011:4011:5012am 4 SUPER  BOWL  BUZZ  ANALYSIS   SUPER  BOWL  50  |  TWITTER  REPORT  BY  SYSOMOS  |  FEBRUARY  7,  2016   OVERVIEW   •  82%  of  Super  Bowl  50  TwiYer  buzz  was  generated  between  6pm  and  12am  EST  on  February  7-­‐8  (17.9M  tweets)     •  The  highest  volume  of  tweets  occurred  between  8:31pm  and  8:50pm  (3.2M  tweets)  during  the  Super  Bowl  50  HalXime  Show   •  Tweets  about  the  Broncos  winning  the  Vince  Lombardi  trophy  drove  the  third  highest  spike  around  10:30PM  (1.1M  tweets)   •  TwiYer  acQvity  slowed  down  unQl    shortly  before  12am  when  Cam  Newton’s  exit  from  the  post-­‐game  press  conference  started  trending   #EsuranceSweepstakes   Pepsi  HalXime  Show     X.  Coldplay,  Bruno  Mars     and  Beyoncé   Denver  Broncos  win  SB50  /   #EsuranceSweeptakes   Panthers’  Cam  Newton   exits  post-­‐game  press   conference   Broncos  score  a   touchdown,  take   24-­‐10  lead   Fan  tweets  showing   support  for  their   favorite  team   ReacQons  to  officials’  ruling   Newton’s  pass  to  Cotchery   incomplete  (as  not  a  catch)   Panthers’  Stewart   scores  a  touchdown  
  • 5. MOST  RETWEETED  TWEETS   SUPER  BOWL  BUZZ  ANALYSIS     8SUPER  BOWL  50  |  TWITTER  REPORT  BY  SYSOMOS  |  FEBRUARY  7,  2016   SENTIMENT  DRIVERS  ANALYSIS   29%   27%   18%   11%   15%   TEAM/   PLAYER   SUPPORT   ARTISTS   SUPPORT   PERFORMANCE   REACTIONS   PERFORMANCE   ANTICIPATION   OTHER   34%   31%   16%   12%   7%   TEAM/   PLAYER   DISLIKE   EVENT   RECEPTION   ADS   ARTISTS/   PERFORMANCE   RECEPTION   OTHER   SENTIMENT  SCORE   RETWEETS  57,698   LIKES  128,163   RETWEETS  76,769   LIKES  82,272   RETWEETS  42,083   LIKES  69,723     RETWEETS  45,089   LIKES  55,099     POS,  34%   NEU,  50%   NEG,  16%  
  • 7. +2,330 +4,426 +8,875 +15,337 +6,789 +15,555 +10,846 +10,146 0 5,000 10,000 15,000 20,000 31-Jan 1-Feb 2-Feb 3-Feb 4-Feb 5-Feb 6-Feb 7-Feb 48%   49%   3%   Regular  Tweet   Re-­‐Tweets   @reply   93%   7%   0%   1  Tweet   2-­‐4  Tweets   5  or  more   DENVER  BRONCOS  VS  CAROLINA  PANTHERS   8SUPER  BOWL  50  |  TWITTER  REPORT  BY  SYSOMOS  |  FEBRUARY  7,  2016   BRONCOS   53%   PANTHER S   47%   0 100,000 200,000 300,000 400,000 500,000 600,000 6pm 6:10 6:20 6:30 6:40 6:50 7:00 7:10 7:20 7:30 7:40 7:50 8:00 8:10 8:20 8:30 8:40 8:50 9:00 9:10 9:20 9:30 9:40 9:50 10:00 10:10 10:20 10:30 10:40 10:50 11:00 11:10 11:20 11:30 11:40 11:50 12am BRONCOS PANTHERS @PANTHERS  FOLLOWER  GROWTH   Follower  Growth  (Feb.  7):  +10,448   Avg  Daily  Follower  Growth  (Jan.  31  –  Feb.  6):  +9,084   FAN  TWEET  TYPES     FAN  ENGAGEMENT  LEVEL     53%   41%   6%   Regular  Tweet   Re-­‐Tweets   @reply   90%   9%   1%   1  Tweet   2-­‐4  Tweets   5  or  more   FAN  TWEET  TYPES     FAN  ENGAGEMENT  LEVEL     @BRONCOS  FOLLOWER  GROWTH   Follower  Growth  (Feb.  7):  +10,146     Avg  Daily  Follower  Growth  (Jan.  31  –  Feb.  6):  +9,165   #BeatThePanthers   tweets   Last  #OrangeFriday   of  the  season   +5,085 +2,892 +15,886 +10,545 +9,595 +9,242 +10,340 +10,448 0 5,000 10,000 15,000 20,000 31-Jan 1-Feb 2-Feb 3-Feb 4-Feb 5-Feb 6-Feb 7-Feb Ron  Rivera’s  Press   Conference   @Panthers’  “Thank  You”   tweets  to  their  supporters   Broncos  win  Super   Bowl  50   Memes  about   Panthers’  Cam   Newton   Von  Miller  wins   MVP  Award   Comments  on   Cam  Newton’s   Performance  
  • 8. MOST  INFLUENTIAL  CELEB  TEAM  SUPPORTERS   8SUPER  BOWL  50  |  TWITTER  REPORT  BY  SYSOMOS  |  FEBRUARY  7,  2016   BRONCOS   PANTHERS   *  Based  on  number  of  followers  
  • 9. PANTHERS   BRONCOS   MOST  RETWEETED   10   RETWEETS  12,483   LIKES  22,407     RETWEETS  19,669   LIKES  21,659   RETWEETS  12,861   LIKES  18,539     RETWEETS  12,483   LIKES  29,565     RETWEETS  10,027   LIKES  13,483   RETWEETS  13,703   LIKES  9,376     RETWEETS  8,690   LIKES  20,030     SUPER  BOWL  50  |  TWITTER  REPORT  BY  SYSOMOS  |  FEBRUARY  7,  2016   RETWEETS  76,769   LIKES  82,272  
  • 11. LADY  GAGA  VS  THE  HALFTIME  SHOW  LINEUP*   SUPER  BOWL  51  HALFTIME  SHOW  WISH  LIST**   HALFTIME  SHOW   8SUPER  BOWL  50  |  TWITTER  REPORT  BY  SYSOMOS  |  FEBRUARY  7,  2016   0 100,000 200,000 300,000 400,000 8:30 8:32 8:34 8:36 8:38 8:40 8:42 8:44 8:46 8:48 8:50 8:52 8:54 8:56 Coldplay  open  the  Super   Bowl  50  HalXime  Show   Beyoncé  performs  her   new  song,  “FormaQon”   Drake   23%   OVERVIEW   •  The  Super  Bowl  50  HalXime  Show  generated  4.8M  tweets  (up  60%  from  last  year)  and  accounted  for  22%  of  the   overall  Super  Bowl  menUons  on  February  7   •  The  collecUve  buzz  about  Coldplay,  Bruno  Mars,  and  Beyoncé  surpassed  menQons  of  Katy  Perry’s  performance  last   year  by  135%,  however  Beyoncé  (1.8M  tweets)  was  the  only  one  to  outperform  Katy  Perry  (1.7M  tweets)   •  Beyoncé  was  the  most  popular  performer  of  the  night  with  37%  of  the  overall  arQst  menQons  and  three  of  the  Top  10   halXime  show  hashtags.  Lady  Gaga’s  rendiQon  of  the  naQonal  anthem  drove  21%  of  the  performers’  buzz  and  won  her   a  spot  on  the  wish  list  for  Super  Bowl  51  HalXime  Show   795,382   413,265   249,982   140,419   106,422   102,941   101,369   93,854   42,905   37,111   #sb50   #pepsihalXime   #superbowl   #halXimeshow   #formaQon   #beyoncebowl   #beyonce   #coldplay   #superbowl50   #esurancesweepstakes   TOP  HASHTAGS   WORD  CLOUD   Beyoncé     37%     Taylor  SwiX            1.5%   Bruno  Mars  and   Beyoncé  join  the  stage     Coldplay,  Beyoncé  and  Bruno   Mars  perform  medley  of  songs   from  previous  HalXime   performers   Super  Bowl  50     HalXime  Show  ends   *  Based  on  5M  combined  number  of  tweets  for  all  performers   Coldplay   29%     Lady  Gaga   21%   **  Within  menQons  of  Super  Bowl  51’s  halXime   JusQn  Bieber               3%   One  DirecQon         2%   Lady  Gaga         2%   Viewer  reacQons  to  the  HalXime  Show   and  to  Beyoncé’s  World  Tour   announcement   Bruno  Mars   14%   *  Super  Bowl  50  and  related  keywords  have  been  removed  from  the  word  cloud  
  • 12. HALFTIME  SHOW   8SUPER  BOWL  50  |  TWITTER  REPORT  BY  SYSOMOS  |  FEBRUARY  7,  2016   SAMPLE  TWEETS   RETWEETS  10,660   LIKES  1,588   RETWEETS  12,203   LIKES  24,591     ADD  MOST  RT’D  HERE   RETWEETS  2,604   LIKES  23,353   RETWEETS  4,710   LIKES  9,448   RETWEETS  2,480   LIKES  4,681   RETWEETS  3,844   LIKES  5,267   RETWEETS  1,488   LIKES  1,946   RETWEETS  51,281   LIKES  56,680  
  • 13. SUPER  BOWL  50     COMMERCIALS  
  • 14. MOUNTAIN   DEW   #PUPPYMON KEYBABY   26%   DORITOS   #ULTRASOU ND   22%   T-­‐MOBILE   #YOUGOTCA RRIERED   12%   T-­‐MOBILE   #BALLOGIZE   10%   AVOCADOS     FROM   MEXICO   6%   ESURANCE*   5%   MINI   5%   BUDWEISER   #GIVEADAM N   5%   POKEMON   5%   TACO  BELL   4%   TOP  COMMERCIAL  SENTIMENT  &  AUDIENCE  –  #PUPPYMONKEYBABY     TOP  10  COMMERCIALS   57%   of  the  overall     commercial   menQons   DASHBOARD   3SUPER  BOWL  50  |  TWITTER  REPORT  BY  SYSOMOS  |  FEBRUARY  7,  2016   332K   116.5K   87.6K   46.3K   44.8K   32.2K   29.6K   28.3K   24.8K   20.5K    #sb50   #puppymonkeybaby    #superbowl    #avosinspace    #ad    #ballogize   #superbowlcommercials    #giveadamn   #doritos    #pokemon20   TOP  10  HASHTAGS  OVERVIEW   •  Tweets   about   the   Super   Bowl   50   commercials   reached  a  total  of  over  1.7M  menUons,  57%  of   which  were  driven  by  the  Top  10  commercials   •  Mountain   Dew’s   #PuppyMonkeyBaby   spot   emerged  as  the  most  menQoned  among  the  Top   10  commercials  with  a  share  of  voice  of  26%     •  Doritos’   Ultrasound   ad   and   T-­‐Mobile’s   #YouGotCarriered  ranked  2nd  and  3rd,    with  22%   and  12%,  respecQvely   #PUPPYMONKEYBABY   •  Mountain   Dew’s   ad   scored   13%   posiUve   and   39%  negaUve  senQment   •  86%  of  posiUve  menUons  were  driven  by  users’   general   posiQve   recepQon   of   the   commercial,   while   48%   of   negaQve   content   was   associated   with   keywords   such   as   “nightmares”,   “creepy”,   “terrified”  etc.     39%   86%   8%   6%   POSITIVE   RECEPTION   AD   EFFECTIVENESS   AD   RECOMMENDATION   48%   45%   7%   SCARY/TOO  BIZZARE   GENERAL  DISLIKE   NEGATIVE  IMPACT  ON   PURCHASE  INTENT   13%   49 %   51 %   49 %   51 %   *  Excludes  tweets  containing  #EsuranceSweepstakes,  without  a  reference  to  “commercial”  or  related  terms  
  • 15. #PUPPYMONKEYBABY   OVERALL   MOST  RETWEETED   10   RETWEETS  22,097   LIKES  27,031     RETWEETS  35,030   LIKES  65,794   RETWEETS  25,844   LIKES  37,719     RETWEETS  3,061   LIKES  1,602     RETWEETS  8,910*   LIKES  20,439   RETWEETS  3,087   LIKES  2,598     SUPER  BOWL  50  |  TWITTER  REPORT  BY  SYSOMOS  |  FEBRUARY  7,  2016   *  EsQmated  number  of  RTs  on  February  7   RETWEETS  30,875   LIKES  33,530   RETWEETS  13,338   LIKES  1,006  

Editor's Notes

  1. Top 10 Spikes
  2. The team queries should include the names/handles of the players as well.