Sunday 7th February 2016 saw one of the biggest sporting events in the world take place, the Super Bowl, where the Denver Broncos took on the Carolina Panthers at the Levi’s Stadium, in Santa Clara, California. This year was even more special as it was also the 50th Super Bowl.
Advertising at the Super Bowl is taken very seriously, with some ads being compared to watching a movie premiere at Sundance Film Festival, but for as much as $5 million a pop for one 30 second slot, advertisers have a very small window to sway their audience of more than 100 million people. That’s why modern day Super Bowl advertising means more brands delivering integrated, multi-platform campaigns, rather than just an advert. With a reported 840 million minutes of Super Bowl adverts viewed on YouTube last year, it’s true to say that Super Bowl adverts really continue to live on long after the game. Brands are not just picking celebrities to star in their commercials any more, they’re checking to see if their celebrities are also social media influencers who can amplify their message. One way of measuring the success of a campaign is to measure the number of mentions a brand receives. We looked at total brand mentions before, during and after the Super Bowl to produce a trend line of mentions.
Doritos received the most mentions but for contrasting reasons. Their 60 second advert with an expecting father having fun with the ultrasound of his unborn baby craving a chip, the fetus then propels itself out of its mother’s womb to get its hands on the snack. Some saw the funny side of this while others took offence to the idea of an extremely premature birth.
Another way of seeing how successful a campaign was is to measure who had the biggest share of voice in Super Bowl conversations. We analysed all the advertisers tweets containing the keywords “super bowl 50” OR superbowl50 OR sb50 OR “super bowl” from Saturday 6th – Monday 8th February to produce a Share of Voice chart illustrating which advertisers were leading the Super Bowl conversations:
Among the advertisers, Mountain Dew dominated the Super Bowl conversations with their bizarre advert featuring a hybrid creature called ‘Puppy Monkey Baby’ promoting a new beverage called Kickstart, that combines Mountain Dew, juice, and caffeine — a hybrid of three “awesome” ingredients according to the ad. This sparked so much conversation on Twitter that it became the 3rd most trending topic behind a promoted hashtag by pepsi and the Super Bowl’s official hashtag.
YouTube offered many companies the option to get their videos out in advance this year with the aim of ensuring more views during the barrage of The Big Game itself. This year the top trending ads on YouTube based on views (as of 2/8 3a.m. ET) were:
1. Hyundai – The Chase – Hyundai Super Bowl Commercial | The 2017 Hyundai Elantra
2. Pokémon – #Pokemon20: Pokémon Super Bowl Commercial
3. MINI USA – MINI USA | #DefyLabels Big Game TV Spot
4. Hyundai – First Date – Hyundai Super Bowl Commercial | The 2016 Hyundai Genesis
5. Mountain Dew – Mtn Dew Kickstart: Puppymonkeybaby | Super Bowl Spot
6. Hyundai – Ryanville – Hyundai Super Bowl Commercial | The 2017 Hyundai Elantra
7. Axe – AXE – Find Your Magic [60 second version]
8. Doritos – Doritos® Crash The Super Bowl Finalist – Ultrasound
9. Snickers – SNICKERS® – “Marilyn”
10. Doritos – Doritos® Crash The Super Bowl Finalist – Doritos Dogs
MAPPING THE COMMUNITY
We were very interested in seeing which Super Bowl brands and individuals were leading the online discussion, so we analysed 1.6M+ tweets from 6th to 8th February 2016 and identified the top 100 most influential brands and individuals leading the discussion on Twitter. What we discovered was a very engaged community, with much discussion between individuals and brands. Below you can see a network map of the online conversation with the number 1 brand NFL at the centre. This map was created with our Influencer Relationship Management software (IRM). Be sure to click on the map to enjoy the full size network diagram in greater detail.
Below you can see another network map created with our Influencer Relationship Management software (IRM) showing the #1 influencer Darren Rovell at the centre, and the conversations to and from all the different influencers in his field. If you are interested in learning more about identifying, managing and engaging with influencers click here to get in touch!
Top 100 INDIVIDUALS
We looked at all the individuals engaging on Twitter to bring you a list of the top 100 most influential individuals at the Super Bowl. Be sure to hit the button below to get the full top 100 list!
|Rank||Twitter Handle||Name||Company||Influencer Score|
|2||@richeisen||Rich Eisen||NFL and CBS||99.45|
|4||@DeionSanders||Deion Sanders||NFLand CBS||94.87|
|6||@OBJ_3||Odell Beckham Jr||New York Giants||91.48|
|7||@LarryFitzgerald||Larry Fitzgerald||Arizona Cardinals||91.46|
|8||@Millerlite40||Von Miller||Denver Broncos||91.4|
|11||@McClain_on_NFL||John McClain||The Houston Chronicle||89.96|
|13||@Nate13Burleson||Nathaniel E Burleson||NFL||86.96|
|14||@SklarBrothers||The Sklar Brothers||supersklars.com||86.27|
|15||@AntonioBrown84||Antonio Brown||Pittsburgh Steelers||85.03|
|18||@josephperson||Joe Person||The Charlotte Observer||82.36|
|21||@psmyth12||Patrick Smyth||Denver Broncos||79.34|
|25||@jjones9||Jonathan Jones||The Charlotte Observer||74.63|
|28||@bylindsayhjones||Lindsay Jones||USA Today||71.98|
|30||@AndrewBrandt||Andrew Brandt||ESPN, Sports Illustrated||68|
|38||@PFTCommenter||PFTCommenter||NFL, SB Nation, SiriusXM||56.81|
|40||@BuckyBrooks||Bucky Brooks||Sports Illustrated, NFL||54.77|
|41||@Jeff_McLane||Jeff McLane||The Philadelphia Inquirer||54.33|
|42||@DavidPurdum||David Payne Purdum||ESPN||54.14|
|43||@rodger_sherman||Rodger Sherman||SB Nation||53.47|
|48||@SandoESPN||Mike Sando, ESPN.com||ESPN||50.42|
|49||@seangentille||Sean Gentille||Sporting News||49.36|
|50||@TomPelissero||Tom Pelissero||NFL, USA Today, SiriusXM, ESPN||47.54|
TOP 100 BRANDS
In the top 100 brands TV networks like NFL Network, ESPN, and CBS featured highlt, as well as TV shows like Sports Center. We can also find a great selection of official team handles such as the Denver Broncos, the Carolina Panthers and the Pittsburgh Steelers. Also represented are digital media company such as Bleacher Report and SB Nation as well as the advertisers.
|Rank||Twitter Handle||Name||Influencer Score|
|9||@ESPNNFL||NFL on ESPN||72.34|
|11||@ESPNStatsInfo||ESPN Stats & Info||68.13|
|18||@AroundTheNFL||Around The NFL||54.07|
|25||@NFLonFOX||FOX Sports: NFL||47.04|
|26||@Saints||New Orleans Saints||46.04|
|28||@SNFonNBC||SNF on NBC||44.03|
|30||@Patriots||New England Patriots||42.03|
|32||@USATODAYsports||USA TODAY Sports||40.02|
|37||@thedailybeast||The Daily Beast||37.4|
|41||@packers||Green Bay Packers||35.79|
|43||@Giants||New York Giants||35.4|
|45||@EAMaddenNFL||EA SPORTS Madden NFL||34.28|
|48||@FOXSportsLive||FOX Sports Live||32.61|
|49||@ProFootballHOF||Pro Football HOF||31.4|
|50||@AvosfromMexico||Avocados from Mexico||31.21|
At Onalytica we love building these lists and want to give back to our loyal readers as much as we can. If you’re interested in other topics (such as the Top 50 UK Super Bowl Influencers, Rugby World Cup 2015, Health and Fitness) be sure to have a gander on our blog or why not propose some topics to us on twitter? We also build some very cool software to manage all of these influencers. Get a free demo today by clicking the button below!
Disclaimer: As ever with these lists, it must be stressed that the ranking is by no means a definitive measurement of influence, as there is no such thing. The brands and individuals listed are undoubtedly influential when it comes to driving discussion in the Big Data debate.
The PageRank based methodology we use to extract influencers on a particular topic takes into account the number and quality of contextual references that a user receives. These calculations are independent of a user’s number of followers, but we do filter our lists based on how much a user is engaged in the conversation and the influence they drive through their networks.