Setup

 

(Note: this part was written back on 1/25/11.  And apologies if the images are difficult to read, pop them open and they will be just fine.)

 

A few weeks ago, Deirdre Walsh tasked me with writing a Jive Community blog post about how we could use Jive Fathom to monitor the ads that are played during the Super Bowl.  Here's what I've done, so far, with final analysis to come after the game airs:

 

I gathered the list of potential advertisers from multiple sources (for some reason, some advertisers like to keep mum about their Super Bowl ad plans), notably:

 

Set up 50+ (and counting) monitors for various brand names.  Many of the larger advertisers are doing specific product line ads, so there may be some overlap.  For instance, Chevrolet is running separate commercials for at least 4 car models.  I've split those into separate monitors to get more fine-grained results.

 

Here's the list of brands with more than one monitor, and the reasoning behind that:

 

BrandProducts or TermsNotes
AcuraAcura, Seinfeld, Soup NaziSeinfeld and Soup Nazi Return in Funny Acura SuperBowl Ad
AudiAudi, Twilight, vampireAudi is doing a vampire themed commercial: Super Bowl Ad: Vampires are no match for the Audi S7s LED headlights - Top Speed
BudweiserBudweiser, Bud Light, #makeitplatinumBudweiser is one of a few companies that has set up it's own hashtag for the Super Bowl.
ChevroletSonic, Volt, Camaro, SilveradoMultiple cars lines, under the Chevy umbrella.
ChryslerChrysler, FiatMost people will probably respond with "Fiat," but this covers both bases.
Coca-ColaCoca-Cola, CokeChoose your own adventure/ending type of ad, based on outcome of game, with polar bears.
DannonDannon, OikosIt's unclear whether this will be an ad for Dannon, or for their Greek yogurt brand, Oikos.  These should capture both, unless people can't spell Oikos.
H&MH&M, Beckham

Rumor has it that David Beckham will be modeling his new underwear line for retailer H&M.  Will people post about Beckham or H&M?  Capturing both.  Perhaps I should turn on the Fathom Pro image search for this one...

Fashion News: Super Bowl ad features David Beckham in H&M underwear - latimes.com

HondaCR-V, Ferris BuellerThis ad is causing a huge stir on the interwebs, as it was released already.  I suspect that we'll miss some of the results if people misspell "bueller."   Ferris Bueller Super Bowl Commercial: Matthew Broderick Reprises Role For Ad (VIDEO)
KiaKia, Motley, Lima, ChuckKia is debuting a male-fantasy commercial that includes super model Adriana Lima, Motley Crue, and martial arts fighter Chuck Liddell:  2012 Kia Super Bowl Ad Features Supermodel Adriana Lima - No Hamsters
M&MsM&M, brownThe Mars company is unveiling a new character: Ms. Brown: Super Bowl XLVI Commercial To Anchor Marketing Launch Of M&M’s Ms. Brown | The Big Lead
PricelinePriceline, ShatnerShatner is as much of a brand as Priceline, if not more.  Capturing both.
VolkswagenVW, BeetleAd will be for the new Beetle, but I wanted to make sure we capture people simply referring to the car as a VW.  VW stole the show last year with their kid-as-Vader commercial, so they're under considerable pressure to repeat.  VW Reveals Much-Anticipated Beetle Ad Ahead of Super Bowl | Special: Super Bowl - Advertising Age

 

I've limited the data I'm searching to only Facebook and Twitter.  I really want to focus on the immediate results on the social web.  This will reduce numbers, but hone in more specifically on those immediate and gut reactions.

 

There are also several ads that are only being run in select markets; I'm not tracking those.

 

I've added several qualifier words.  My results need to contain at least one of the following words or terms: superbowl, super bowl, commercial, xlvi, in addition to the target ("ALL") term.  This will also reduce the result set, but it will ensure the results we're picking up are directly related to the commercial that aired during the Super Bowl.

 

monitor.png

 

A preliminary check looks like Ferris Bueller and his ad for the Honda CR-V are early winners; we'll see if they can hold onto their lead...

 

ferris.png

 

Analysis

 

Well, it's Monday February, 6th, and the Super Bowl has come and gone.  How did the advertisers fare?  There were some definite winners, and some who probably wish they hadn't spent $3.5 million on a 30 second spot.  Because there were so many types of advertisers, I've broken the results out into categories.  After running through those, I'll do a summary analysis.

 

Consumer Products (not cars, not beer)

 

The top six advertisers in this category were:

 

AdvertiserNumber of Mentions*
M&M67,020
Pepsi34,032
H&M (using the "Beckman" monitor)12,669
Coke12,029
Samsung8,140
GoDaddy6,333

* remember, these are only Facebook and Twitter mentions...


M&M mention trends.png


Beer

 

The Budweiser company had several different products in the advertising mix.  In addition, they had a hashtag they released for the Super Bowl: #makeitplatinum, which appears to have been a bit of a flop, based on mentions.  Their commercial with the rescue dog, "Weego," was a hit.  Here are the results of the beer category (in which Budweiser essentially competed against themselves):

 

AdvertiserNumber of Mentions*
Bud Light15,576
Budweiser13,361
#makeitplatinum1,248

* remember, these are only Facebook and Twitter mentions...

 

Total BudweiserTotal Number of Mentions*
Budweiser30,185

 

Bud Light mention trends.png

 

Cars

 

Cars are the category that most people expect great things from, commercial-wise, during the Super Bowl.  This year had some good commercials that resonated with folks.  In order to dig into the details, I've broken the cars section into two two different categories, foreign and domestic.

 

Foreign

 

AdvertiserNumber of Mentions*
Audi14,497
Kia9,279
Hyundai7,778
VW7,764
Honda (Ferris Bueller monitor)6,394
Acura5,974
Acura (Seinfeld monitor)5,305
VW (Beetle monitor)2,193

* remember, these are only Facebook and Twitter mentions...


There are couple interesting things to delve into in the above data.  Several car companies did well with the multiple monitors I have set up.  You'll notice VW and Acura have four entries in the above table.  They were split out to ensure I caught all mentions by a particular advertiser.  For instance, many, many users referenced "Seinfeld" without mentioning "Acura."  The Seinfeld-specific monitor captured those.  So, if we roll the totals for Acura and VW together, we get a slightly different view of the data:


AdvertiserTotal Number of Mentions*
Audi14,497
Acura11,279
VW9,957
Kia9,279
Hyundai7,778
Honda (Ferris Bueller monitor)6,394

* remember, these are only Facebook and Twitter mentions...

 

Looking at the data split out graphically, this is what we see:

 

Foreign cars mention trends.png

 

What's interesting to note from the above graph, is that the "Ferris Bueller" Honda ad created a huge stir when it was first released on January 30th.  On that day, we captured 17,998 articles, by far more than any other car maker, on Super Bowl Sunday.  However, they weren't able to sustain that momentum of mentions through the Super Bowl.  Finally, Lexus and Suzuki barely registered (and aren't included above): they each had < 1,000 mentions.

 

Domestic

 

AdvertiserNumber of Mentions*
Chrysler16,947
Chrysler (Fiat monitor)13,885
Chevy (Sonic monitor)3,518
Chevy (Camaro monitor)3,380
Chevy (Volt monitor)485
Cadillac401

* remember, these are only Facebook and Twitter mentions...


If we roll this data up, we'll see a similar outcome, with Chrysler at the top:

 

AdvertiserTotal Number of Mentions*
Chrysler30,832
Chevy7,383
Cadillac401

* remember, these are only Facebook and Twitter mentions...

 

And here's the data, graphically:

 

Domestic cars mention trends.png

 

Winners

 

Looking at the data for Super Bowl day only, here are the top 5 advertisers, as picked up on Facebook and Twitter, based on mentions.

 

AdvertisersNumber of Mentions*
M&M67,020
Pepsi34,032
Chrysler30,832
Budweiser30,185
Audi14,497

* remember, these are only Facebook and Twitter mentions...


One more thing: if we include all the Facebook and Twitter mentions for "Ferris Bueller," starting when the ad was first released (Jan. 30) until today, Ferris squeaks into the top 3 based on mentions:

 

AdvertiserTotal Number of Mentions*
Honda (Ferris Bueller monitor)33,814

* remember, these are only Facebook and Twitter mentions...


But, who was the real winner?  It was, of course, Madonna.  Would you expect anything less from Madge?  Madonna had more mentions than all of the top advertisers.  And the Puppy Bowl did well, too, beating all of the top advertisers except M&Ms.  Part of these results might be that the halftime show and the Puppy Bowl were on for a significantly longer duration than the typical 30 second ad slot.  Or, part of it could simply be that Madonna is Madonna, and puppies are cute.

 

OthersNumber of Mentions*
Madonna97,859
Puppy Bowl41,140

* remember, these are only Facebook and Twitter mentions...


madge.png


Keep in mind that these are raw counts of mentions, only.  The cool thing about Fathom Pro is that it also analyzes the sentiment of each item returned.  But I might just wait to dig into sentiment analysis for another post on another topic.  2012 election, maybe?


What was your favorite commercial of the Super Bowl?