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Sysomos Reports: Super Bowl XLIX

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The Sysomos Reports team takes a look at how Super Bowl XLIX played out in social media.

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Sysomos Reports: Super Bowl XLIX

  1. 1. www.sysomos.com | @sysomos | fb.com/sysomos FEBRUARY 1, 2015 SUPERBOWL XLIX TWITTER REPORT
  2. 2. SUPER BOWL XLIX  Super Bowl XLIX, the halftime show and the two competing teams generated a total of 16.7 million tweets on February 1  This is about 8% lower compared to the number of tweets accumulated during the Super Bowl XLVIII on February 2, 2014  56% of all tweets this year were retweeted posts, while 41% were original user tweets  The social battle between the New England Patriots and the Seattle Seahawks ended with a close win for the Patriots by 14,000 tweets; The quarterbacks’ share of voice was split in 82% for Tom Brady and 18% for Russell Wilson  Focusing on two of the more notable issues this year, the brawl that occurred during the last moments of the game (43,574 tweets) was a more dominant topic compared to mentions about the #deflategate issue (32,545 tweets)  Sentiment of tweets about the Super Bowl this year was generally favorable, with 58% of all posts (excluding neutral content) being positive HALFTIME SHOW  Mentions about the Halftime Show were close to 3 million tweets; Katy Perry appeared in 39% of all halftime mentions, compared to 2% for Lenny Kravitz and 8% for Missy Elliott  In comparison, Bruno Mars and his SBXLVIII Halftime Show surfaced in 580,700 tweets on February 2, 2014  Viewers’ sentiment about the Halftime Show was quite favorable, with 55% of conversations being positive SUPER BOWL XLIX TWITTER MENTION REPORT | FEBRUARY 1, 2015 2 EXECUTIVE SUMMARY
  3. 3. 2,191,215 2,100,800 998,101 391,794 336,837 315,563 253,514 223,376 173,737 148,917 #sb49 #superbowl #superbowlxlix #seahawkswin #patriotswin #seahawks #patriots #superbowlsunday #halftime #gohawks 4 PM ET 5 PM 6 PM 7 PM 8 PM 9 PM 10 PM 11 PM Below is an overview of mentions related to Super Bowl XLIX, the participating teams and other related Twitter data captured on February 1, 2015. 3 SUPER BOWL ONLY SEATTLE SEAHAWKS NEW ENGLAND PATRIOTS HALF TIME SHOW ADVERTISEMENT TOTAL MENTIONS (all sources) 10.7 M 3.6 M 3.6 M 3 M 922,929 TWITTER MENTIONS 10,745,702 (99.6%) 3,620,200 (99.4%) 3,634,208 (99.4%) 2,995,280 (99.6%) 914,410 (99.1%) Idina Menzel sings National Anthem KICK OFF Patriots Touchdown Katy Perry’s Half Time Show Patriots touchdown Patriots 28, Seahawks 24 Patriots are Super Bowl Champions & Trophy Presentation DASHBOARD SUPER BOWL XLIX TWITTER MENTION REPORT | FEBRUARY 1, 2015 GAME BREAKDOWN TOP HASHTAGS
  4. 4. 4 POSITIVE 7% NEGATIVE 5% NEUTRAL 88% SUPER BOWL MENTIONS SUPER BOWL XLIX TWITTER MENTION REPORT | FEBRUARY 1, 2015
  5. 5. 5 Super Bowl XLIX recorded an aggregate of 16.7 million mentions in the reporting cycle. Twitter produced approximately 99.6% share of voice among the monitored online media sources. Furthermore, the breakdown of gender demographics of users showed that the ratio of male to female contribution was approximately 3:2. Posts from viewers who enjoyed various commercials (37%) and favorable feedback on the Super Bowl halftime show (27%) were the major drivers of positive content. The majority of negative mentions contained either criticism for some ads aired during Super Bowl XLIX (36%) or reactions of viewers to the football game between the New England Patriots and Seattle Seahawks (24%). 18% 18% 27% 37% VIEWER SATISFACTION FAN SUPPORT HALFTIME SHOW/ PERFORMERS ADS 36% 24% 19% 13% 5% 3% ADS GAMEPLAY DISFAVOR HALFTIME SHOW/ PERFORMERS VIEWER DISSATIS -FACTION EXPENSIVE TICKET 16.7 Million Mentions WORD CLOUD “Superbowl”, “Super”, “Bowl”, “SB49”, “Superbowl49”, “SuperbowlXLIX”, “XLIX”, “Halftime”, “Half”, “Time”, and “2015” have been excluded from Word Cloud results. SUPER BOWL XLIX ANALYSIS TOP RT’S SUPER BOWL XLIX TWITTER MENTION REPORT | FEBRUARY 1, 2015 41% 56% 2% Regular Tweet Re-Tweets @reply Mention Type 41% 59%
  6. 6. 6 Online conversations about the Pepsi Half Time show generated 3 million Twitter mentions, accounting for about 18% of the overall online content volume about Super Bowl XLIX. More than half (64%) of these posts were RTs, while 33% were regular tweets. Meanwhile, Katy Perry’s performance produced a total of 1.17 million Twitter mentions - 39% of all Twitter content regarding the halftime show. In terms of sentiment, 11% of the Pepsi Half Time show content was tagged as positive, 4% was negatively inclined, while the rest (85%) bear no sentiment. Thirty six percent of the favorable mentions deem Katy Perry’s performance as one of the best, if not the best halftime performance ever. On the other hand, viewer dissatisfaction with the half time performance and posts by Katy Perry haters make up 46% of the unfavorable mentions about the halftime show. 1.07 Million Mentions SUPER BOWL XLIX TWITTER MENTION REPORT | FEBRUARY 1, 2015 HALF TIME ANALYSIS 36% 30% 17% 17% KATY PERRY PERFORMANCE PRODUCTION VALUE PAST HALFTIME SHOWS OTHER 24% 22% 22% 17% 8% VIEWER DISSATISFACTION KATY PERRY HATERS GENERAL UNFAVORABLE MENTIONS CHOICE OF PERFORMERS PREVIOUS YEAR COMPARISON WORD CLOUD “Superbowl”, “Super”, “Bowl”, “SB49”, “Superbowl49”, “XLIX”, “Halftime”, “Half”, “Time”, “KatyPerry”, “KatyPerry’s” “Katy”, “Perry” and “2015” have been excluded from Word Cloud results. TOP RT’S 33% 64% 3% Regular Tweet Re-Tweets @reply Mention Type 45% 55%
  7. 7. 590,863 337,967 308,579 183,291 162,023 137,275 93,579 75,018 62,643 34,028 #sb49 #seahawkswin #seahawks #superbowl #superbowlxlix #gohawks #patriots #seattleseahawks #nevssea #goseahawks 7 TOP RTs @Seahawks Follower Growth Average 60,710 New Followers/Month @Patriots Follower Growth Average 73,550 New Followers/Month SUPER BOWL XLIX TWITTER MENTION REPORT | FEBRUARY 1, 2015 TEAM ANALYSIS 32% 68% 51% 42% 7% Regular Tweet Re-Tweets @reply MENTION TYPE 47% 47% 6% Regular Tweet Re-Tweets @reply MENTION TYPE 33% 67% TOP RTs TOP HASHTAGS TOP HASHTAGS 545,636 293,206 269,517 184,856 177,865 107,185 92,816 76,893 66,796 62,524 #sb49 #patriotswin #patriots #superbowl #superbowlxlix #gopats #seahawks #patsnation #patriotsnation #finishthejob
  8. 8. 8 APPENDIX
  9. 9. 9 SUPERBOWL OVERALL "super bowl" OR superbowl OR "superbowl's" OR "super bowl's" OR sb49 OR superbowl49 OR superbowlxlix OR sbxlix OR superbowl2015 OR superbowl15 OR sb15 OR sb2015 OR superbowlsunday OR halftime OR “half-time” OR "half time" OR "hyped for halftime" OR hypedforhalftime OR superbowlhalftime OR pepsihalftime OR pepsihalftimeshow OR pepsisuperbowl OR pepsisuperbowlhalftime OR pepsisuperbowlhalftimeshow OR superbowlhalftime OR superbowlhalftimeshow OR halftimeshow OR superbowlad OR superbowlads OR superbowlcommercial OR superbowlcommercial OR sbcommercial OR sbcommercials OR seattle OR seahawks OR seattleseahawks OR gohawks OR seahawksnation OR goseahawks OR "#hawks" OR "New England" OR Patriots OR newenglandpatriots OR NEpatriots OR patriotsnation OR patsnation OR gopatriots OR gopats OR newengland OR tombrady OR "tom brady" OR russellwilson OR “russell wilson” SUPERBOWL ("super bowl" OR superbowl OR sb49 OR superbowl49 OR superbowlxlix OR sbxlix OR superbowl2015 OR sb2015 OR superbowlsunday OR sb15 OR sb2015) HALFTIME halftime OR "half time" OR “half-time” OR "hyped for halftime" OR hypedforhalftime OR superbowlhalftime OR pepsihalftime OR pepsihalftimeshow OR pepsisuperbowl OR pepsisuperbowlhalftime OR pepsisuperbowlhalftimeshow OR superbowlhalftime OR superbowlhalftimeshow OR halftimeshow OR (("super bowl" OR superbowl OR "superbowl's" OR "super bowl's" OR sb49 OR superbowl49 OR superbowlxlix OR sbxlix OR superbowl2015 OR superbowl15 OR sb15 OR sb2015 OR superbowlsunday) AND (katyperry OR perry OR “perry’s” OR “lenny kravitz” OR lennykravitz OR missyelliott OR “Missy Elliott”)) TEAM NEW ENGLAND PATRIOTS ("New England" OR Patriots OR newenglandpatriots OR NEpatriots OR patriotsnation OR patsnation OR gopatriots OR gopats OR newengland OR tombrady OR "tom brady") TEAM SEATTLE SEAHAWKS Seattle OR seahawks OR seattleseahawks OR gohawks OR seahawksnation OR goseahawks OR "#hawks“ OR russellwilson OR “russell wilson” SUPER BOWL XLIX TWITTER MENTION REPORT | FEBRUARY 1, 2015 SEARCH STRINGS

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