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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 socialmedia 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 throughFebruary 7, 2010 using the Alterian SM2 social media monitoring applicationTo provide the highest quality of conversations, Alterian limited all conversations to berelevant to Super Bowl Advertising.For comparative purposes, Alterian is releasing results for both the entire period from12/1/09-2/7/10 and just for Super Bowl Sunday. Alterian is releasing data on Total Number of Mentions, Social Engagement Index (³SEI´),Social Sentiment Engagement Index (³SSEI´), channel usage and sentiment.
Top Line Findings
Google took over the top spot on Super Bowl Sunday in terms of the Social EngagementIndex.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 entireperiod 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 conversationsFocus on the Family had the most negative conversationsThe most used channel was Twitter with 68% of all conversations
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