Measuring the Effectiveness of Super Bowl

Advertising using Social Media

February 3, 2010
Results Introduction

• Alterian’s most recent survey indicates over 60% of marketers will spend more on social
media in the next year.
• Social Media has emerged as channel for marketers
• The upcoming Super Bowl gives us an opportunity to monitor all of the advertisers and
measure the ‘buzz’ associated with each
• Monitoring social media gives insight into the ‘word of mouth’ associated with each
advertiser
• Using SM2 we are monitoring all conversations surrounding Super Bowl Advertising and
Commercials since 12/1/09
• Currently tracking 37 advertisers; 35 known advertisers and 2 non-advertisers

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Daily Volume

• We have gathered 65,527 conversations through 2/1/2010

• Of those, 31,925 (49%) reference at least one of the advertisers in our panel
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Results – Number of Mentions

• The advertiser with the most mentions over the entire period was Pepsi (5,362 mentions)
Results – Social Engagement Index

• The advertiser with the highest SEI over the entire period was Pepsi (Index of 985)
Results – Sentiment Weighted SEI

• The advertiser with the highest Sentiment Weighted SEI over the entire period was Anheuser Busch
(Index of 890)
Results – Sentiment for Top 5 Advertisers

• The advertiser with the most positive conversations is Pepsi (435)

• The advertiser with the most negative conversations is Focus on the Family (423)
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Results – Media Sources

• The top media source was Microblogs (i.e. Twitter) with 37,855 results
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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.’

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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.’