Measuring the Effectiveness of Super Bowl Advertising using Social Media

Post-Game Chatter - Day One ResultsFebruary 8, 2010

Results Introduction

• Alterian’s most recent survey indicates over 60% of marketers will spend more on social

media in the next year.

• Alterian tracked a final panel of 46 advertisers (44 of which advertised during the Super

Bowl.)

• In total Alterian collected 161,870 conversations from December 1, 2009 through

February 7, 2010 using the Alterian SM2 social media monitoring application

• To provide the highest quality of conversations, Alterian limited all conversations to be

relevant to Super Bowl Advertising.

• For comparative purposes, Alterian is releasing results for both the entire period from

12/1/09-2/7/10 and just for Super Bowl Sunday.

• Alterian is releasing data on Total Number of Mentions, Social Engagement Index (“SEI”),

Social Sentiment Engagement Index (“SSEI”), channel usage and sentiment.

Top Line Findings

• Google took over the top spot on Super Bowl Sunday in terms of the Social Engagement

Index.

• Prior to Super Bowl Sunday, Pepsi held the top spot in SEI. After Super Bowl Sunday,

Pepsi fell to third behind Google and Focus on the Family.

• When accounting for sentiment in the index, Anheuser Busch was first for the entire

period and Doritos was first on Super Bowl Sunday– Other Strong Performers on Super Bowl Sunday were Google, Mars\Snickers and Boost Mobile

• Google had the most positive conversations

• Focus on the Family had the most negative conversations

• The most used channel was Twitter with 68% of all conversations

Results – Number of Mentions 12/1/09 – 2/7/10

• The advertiser with the most mentions over the entire period was Focus on the Family (9,576

mentions)

Results – Number of Mentions Super Bowl Sunday

• The advertiser with the most mentions on Super Bowl Sunday was Google (6,921 mentions)

Results – Social Engagement Index 12/1/09 – 2/7/10

• The advertiser with the highest SEI over the entire period was Google (Index of 846)

Results – Social Engagement Index Super Sunday

• The advertiser with the highest SEI on Super Bowl Sunday was Google (Index of 1703)

Results – Sentiment Weighted SEI 12/1/09 – 2/7/10

• The advertiser with the highest Sentiment Weighted SEI over the entire period was Anheuser Busch

(Index of 847)

Results – Sentiment Weighted SEI Super Sunday

• The advertiser with the highest Sentiment Weighted SEI on Super Bowl was Doritos (Index of 847)

Results – Sentiment 12/1/09 – 2/7/10

• The advertiser with the most positive conversations is Google (702)

• The advertiser with the most negative conversations is Focus on the Family (787)

Results – Media Sources

• The top media source was Microblogs (i.e. Twitter) with 159,226 results

Social Engagement Index Explained

• Alterian has developed a ‘Social Engagement Index’ which measures both the volume

and potential reach of conversations about a advertiser.

• The Index uses SM2’s popularity measure to indicate the ‘reach’ or ‘influence’ potential of

each conversations– Each conversation is rated between 0 and 10 for popularity, higher values indicate a higher popularity of the

individual making the comment

– As an example, for a Twitter post, in order to score a ‘10’ an individual would have to have more than 5,000

followers

• The index is calculated by summing the popularity score for each conversation for each

advertiser.

• The final value is then calculated by indexing the popularity score against the average

popularity of all advertisers.

• A score of 100 would indicate the “Average Super Bowl Advertiser.’

Sentiment Index Explained

• Additional to the Social Engagement Index, Alterian also provides a sentiment-weighted index.

• The Sentiment Index takes into account three measures for each brand to determine the ‘sentiment

reach.’

• The three measures are the total number of conversations, the popularity of the conversations, and the

sentiment of the conversations.

– Each conversation is rated between 0 and 10 for popularity, higher values indicate a higher popularity of the

individual making the comment

– Each conversation is rated for tone as being either Positive, Negative, or Neutral.

• For calculating the index, a positive comment is assigned a value of +1, a negative comment is

assigned a value of -1 and a neutral conversation is assigned a zero.

• The index is calculated by multiplying the sentiment value by the popularity score for each

conversation and then summing those values for each advertiser.

• The final value is then calculated by indexing the sentiment score against the average sentiment score

of all advertisers.

• A score of 100 would indicate the “Average Super Bowl Advertiser.’