Super Bowl Social

Emotive Analysis

(Pre/Post Game)

Brand Equity of Teams

Patriots are the

team tied with

the Seahawks

(though a little

ahead).

Team XScores Pre-Super Bowl

Here the teams

are ranked by

XScore. This

looks at reach

and favorability

as well as “bad

press.” With the

bad press

adjustment, the

Seahawks had

a slight edge.

Team XScores Post-Super Bowl

After the Super Bowl,

all NFL teams gained

in XScore because of

the huge attention paid

to the event. This

shows the importance

of tent-pole events for

major properties. The

Seahawks and

Patriots both gained

6-points; however,

non-advantaged teams

like the Lions and

Rams did not realize

any Xscore gains.

Team Positive Emotion Scores (Pre)#Deflategate had a large

impact on the Patriots, but

only for ~1.5 weeks… Then

the story faded.

Never underestimate the

short attention spans of

modern audiences. The

emotions most affected --

enjoyment and excitement -

- are both typically volatile.

Affection for the Patriots did

not significantly change.

Legend:

Patriots = Yellow

Seahawks = Green

Team Positive Emotion Scores (Post)Gratitude is interesting: both

teams have spoiled fans who

expect to win. Also, it is a bit

surprising that the Seahawks

lost some affection given the

strength of their fanbase.

Preliminary investigation

suggests this is because many

outside of Seattle were rooting

for the Seahawks but such

fans lost interest when the

Seahawks lost the game.

Legend:

Patriots = Yellow

Seahawks = Green

Team Negative Emotion Scores (Pre)Upon continued debate of the

#deflategate scandal, the

magnitude and intensity of anger

surrounding the Patriots spikes

before the Super Bowl, with

higher expressions of fear,

shame and disappointment

toward the Patriots than toward

the Seahawks.

[Note that negative emotions are

charted negatively (0 to -100), so

the lines move down when the

expression of negative emotions

increases over time]

Legend:

Patriots = Yellow

Seahawks = Green

Team Negative Emotion Scores (Post)Given the way that the Super

Bowl ended, we see a spike in

disappointment for the

Seahawks. We also see the

negative chatter about the

Patriots return to baseline

levels (i.e. those levels prior to

the #DeflateGate scandal).

Legend:

Patriots = Yellow

Seahawks = Green

#DeflateGate Decay Rate

Here is the pattern of conversation surrounding #DeflateGate. Note that when the blue

bar is high compared to the green line, it means that major influencers and celebs are

piling into the conversation. For this topic, it appears that social influencers played a

role in ‘fanning the flames’. (Probably due to impacts from ESPN’s extended network)

Win, Lose or Draw, People Hate Brady

Tom Brady is not someone who is easy to relate to (for most Americans) and, as a result, unlike

most athletes, winning more actually hurts his favorability ratings. Tom Brady epitomizes “The 1%”

for many and no substantial perception changes toward him are seen post-Super Bowl (as expected)

“Brand Bowl”

Why care how much people ‘like’ various commercials or how much people chatted up a brand on

social media? These metrics only matter when impact brand perception and brand equity.

We define brand equity as a combination of the way people feel about a brand and the number

of people conversing about the brand. (Our method varies for B2B but the focus here is B2C only)

‘Pepsi’ Creates a Splash at HalftimeKaty Perry’s halftime show (presented by Pepsi)

drew over 5x the amount of baseline chatter about

Pepsi on the day of the Super Bowl….

During the SuperBowl, more GENERIC hashtags

yielded the most engagement with Katy Perry in

particular (unlike the overwhelming exposure of

#SuperBowlXLIX in the Pepsi context). For future

events, advertisers may seek to align the BRAND

and ENDORSER hashtag triggers identically for

maximum messaging impact.

Pepsi vs Coca-Cola Emotion ShiftsCoca-Cola’s tactics via its

heartfelt ‘#MakeItHappy’

campaign helped to drive

affection toward its brand and

fostered a strong sense of

gratitude toward the brand

relative to other sponsors.

In contrast, Pepsi’s #Halftime

show and corresponding

promotion drove considerably

more excitement expressions

than Coca-Cola, also slightly

outperforming competitors on the

overall expressions of enjoyment.