WELCOME TO THE SOCIAL BOWLSuperbowl XLVI has marked some interesting growth in the social sportsrevolution. Not only are there more social conversations happening then ever seenbefore, but this year also marked the first live streaming of the game online.We decided to jump in and take a look at the overall social buzz for the game. Weare focusing on the day of game, Sunday, February 5, 2012, for our analysis and allthe times you will see are listed in the Eastern time zone.So grab your chips and team jerseys and lets take a look at the game from a socialview. Salesforce Radian6 Report 2

SUMMARY OF GAME DAY On Sunday, February 5, 2012, Game Day for the Superbowl, there were over 6.6 Million social conversations. During the game the largest spike occurred at approximately 6 PM with over 1 Million social posts. 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 88% of the posts 12 AM 2 AM 4 AM 6 AM 8 AM 10 AM 12 PM 2 PM 4 PM 6 PM 8 PM 10 PM were in English with Spanish & Portuguese being the other top Micromedia languages Facebook Forum Replies Comments Micromedia lead Blogs the way with 92% The top location Mainstream News of the overall seen was New York, NY Videos volume. Forums Images Myspace The top mentioned hashtags were 0 1 Million 2 Million 3 Million 4 Million 5 Million 6 Million 7 Million #superbowl, #sb46, #giants, #patriots, #thevoiceMale gender leads theconversation slightly with 53.8%The age ranges trended to a much male female 165,305: 53.8% 142,004: 46.2%younger audience with the 3oldest age brackets coming in last 25-34 35-44 21-24 18-20 45-54 55-64 65+ 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 Salesforce Radian6 Report 3

THE TEAM MENTIONSWhen looking at the team mentions for Game Day, theGiants edge past the Patriots with a near 60/40 split. New York Giant mentions included: Giants, New York, Newyork Giants 666,015 58.3% Patriots 477,283 41.7% New England Patriot mentions included: Patriots, New England, NewEngland, Pats Salesforce Radian6 Report 4

QUARTERBACK SHOWDOWNWith the quarterback mentions, Tom Brady mentionslead the way with 60.9% of mentions compared to EliManning. Tom Brady mentions included: Tom OR Brady Tom Brady 161,291 60.9% Eli Manning 103,700 39.1% Eli Manning mentions included: Eli OR Manning Salesforce Radian6 Report 5

RETWEETED USERNAMESThe Top Retweeted Usernames were : @twitter @fillwerrell @sportscenter @giants @joebudden @basketballpains @menshumor @espn @rainnwilson @nfl 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000From the ranking above, we see tweets that were shared by sources with the largest Twitter followers. 1 2 3 4 5 Salesforce Radian6 Report 6

HALF TIME SHOWFor the half time show there were nearly of a milliontweets. We can see that compared to the overall genderbreakdown for Game Day, the half time show mentionsleaned more towards female. In the other source of non-game entertainment, here were the top ads female male ranked by twitter 75, 649: 52.6% 68, 296: 47.4% mention volume. 1. Doritos: 50,459 2. H&M: 45,219 3. Pepsi: 45,529 4. Chevrolet: 40,739 5. Chrysler: 34,934 MIAs gesture did not go unnoticed by the social crowd as it was referenced as one of the top 50 mentioned words for the half time show Salesforce Radian6 Report 7

HOW DO WE FEEL ABOUT THE TEAMS?Overall both teams mentions trended majorly towards positive sentiment, but theGiants did have more overall positive sentiment within their mentions. Giants Patriots Positive65, 545: 68.4% Positive 49,424: 58.3% Negative 34,707: 40.9% Negative 29, 997: 31.3% Salesforce Radian6 Report 8