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.

Onalytica - Top 10 Brands with the most Twitter mentions at the Super Bowl

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:

Onalytica - The Super Bowl Top 10 Advertisers Share of Voice

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.

Onalytica - The Super Bowl Top 100 Influencers and Brands - Top 3 trends

 

 

 

 

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.

Onalytica - The Super Bowl Top 100 Influencers and Brands - Network Map

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!

Onalytica - The Super Bowl Top 100 Influencers and Brands - Network Map 2

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!

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Rank Twitter Handle Name Company Influencer Score
1 @darrenrovell Darren Rovell ESPN 100
2 @richeisen Rich Eisen NFL and CBS 99.45
3 @Jones_Drew32 Maurice Jones-Drew NFL 95.04
4 @DeionSanders Deion Sanders NFLand CBS 94.87
5 @RapSheet Ian Rapoport NFL 93.92
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
9 @AdamSchefter Adam Schefter ESPN 90.78
10 @wingoz trey wingo ESPN 90.7
11 @McClain_on_NFL John McClain The Houston Chronicle 89.96
12 @BSO Robert Littal BlackSportsOnline 87.56
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
16 @HannahStormESPN Hannah Storm ESPN 83.02
17 @RealMikeRob Michael Robinson NFL 82.61
18 @josephperson Joe Person The Charlotte Observer 82.36
19 @kurt13warner Kurt Warner NFL 81.2
20 @Gil_Brandt Gil Brandt NFL 81.08
21 @psmyth12 Patrick Smyth Denver Broncos 79.34
22 @AndrewSiciliano Andrew Siciliano NFL 78.15
23 @DanHanzus Dan Hanzus NFL 77.18
24 @MarcSesslerNFL Marc Sessler NFL 76.4
25 @jjones9 Jonathan Jones The Charlotte Observer 74.63
26 @Dameshek Dave Dameshek NFL 74.08
27 @DanWetzel Dan Wetzel Yahoo! 73
28 @bylindsayhjones Lindsay Jones USA Today 71.98
29 @Michael_Fabiano Michael Fabiano NFL 71.31
30 @AndrewBrandt Andrew Brandt ESPN, Sports Illustrated 68
31 @ChrisWesseling Chris Wesseling NFL 67.68
32 @CharlesRobinson Charles Robinson Yahoo! 65.51
33 @Akbar_Gbaja Akbar Gbajabiamila NFL 64.37
34 @AlbertBreer Albert Breer NFL 63.42
35 @ToddFuhrman Todd Fuhrman CBS 61.47
36 @evansilva Evan Silva Rotoworld 58.78
37 @NFLprguy Brian McCarthy NFL 57.64
38 @PFTCommenter PFTCommenter NFL, SB Nation, SiriusXM 56.81
39 @MarkKriegel Mark Kriegel NFL 56.2
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
44 @merrilhoge Merril Hoge ESPN 53.46
45 @Eric_Edholm Eric Edholm Yahoo! 52.75
46 @CoachBillick Brian Billick NFL 51.65
47 @greggrosenthal Gregg Rosenthal NFL 51.18
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.

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Rank Twitter Handle Name Influencer Score
1 @NFL NFL 100
2 @SportsCenter SportsCenter 97.96
3 @Broncos Denver Broncos 84.78
4 @Panthers Carolina Panthers 83.6
5 @nflnetwork NFL Network 82.43
6 @espn ESPN 78.76
7 @MountainDew Mtn Dew 78.62
8 @USATODAY USA TODAY 76.42
9 @ESPNNFL NFL on ESPN 72.34
10 @SInow Sports Illustrated 70.2
11 @ESPNStatsInfo ESPN Stats & Info 68.13
12 @BleacherReport Bleacher Report 67.1
13 @Forbes Forbes 64.08
14 @Doritos Doritos 62.08
15 @BBCSport BBC Sport 60.07
16 @THR Hollywood Reporter 59.07
17 @YahooSports Yahoo Sports 58.07
18 @AroundTheNFL Around The NFL 54.07
19 @9NEWS 9NEWS Denver 52.06
20 @CBSSports CBS Sports 41.05
21 @ComplexMag Complex 50.05
22 @theobserver Charlotte Observer 49.05
23 @FOXSports FOX Sports 49.03
24 @NFLNow NFL Now 48.04
25 @NFLonFOX FOX Sports: NFL 47.04
26 @Saints New Orleans Saints 46.04
27 @Pokemon Pokemon 45.04
28 @SNFonNBC SNF on NBC 44.03
29 @TMZ TMZ 43.03
30 @Patriots New England Patriots 42.03
31 @NFLonCBS NFLonCBS 41.03
32 @USATODAYsports USA TODAY Sports 40.02
33 @LGUS LG 39.02
34 @steelers Pittsburgh Steelers 38.02
35 @sportingnews Sporting News 38
36 @ProFootballTalk ProFootballTalk 37.8
37 @thedailybeast The Daily Beast 37.4
38 @Wix Wix.com 37.24
39 @SBNation SB Nation 36.14
40 @buffalobills Buffalo Bills 36.04
41 @packers Green Bay Packers 35.79
42 @NBCSports NBC Sports 35.62
43 @Giants New York Giants 35.4
44 @si_nfl SI NFL 35.34
45 @EAMaddenNFL EA SPORTS Madden NFL 34.28
46 @Skittles Skittles 33.98
47 @PayPal PayPal 32.78
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!

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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.

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