Sysomos Reports: Super Bowl 50

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TWITTER REPORT BY SYSOMOS

FEBRUARY 7, 2016

SUPER BOWL 50

SUPER BOWL 50 •  Super Bowl 50 generated a total of 21.8M tweets on February 7 – up 104% compared to Super Bowl XLIX last year. Tweets were amplified to an

esQmated 87B impressions •  40% of content was organic vs. 60% retweets •  The Pepsi HalHime Show featuring Coldplay, Beyoncé, and Bruno Mars (4.8M tweets) accounted for 22% of overall buzz, followed by

menQons about the Denver Broncos (3.7M tweets, 17% SoV) and the Carolina Panthers (3.3M tweets – 15% SoV). The commercials generated 1.5M menUons (7% of the overall buzz volume)

•  The highest spike in acQvity occurred between 8:31pm and 8:50pm during the halXime show (3.2M tweets – 18% of the overall buzz between 6pm and 12am)

THE TEAMS •  The Broncos generated 3.7M tweets compared to 3.3M for the Panthers, which translated to a share of voice of 53% and 47%, respecQvely •  TwiYer followers for both team grew at comparable rates from January 31 to February 7

•  The Broncos recorded the highest number of new followers on February 5 – the last #OrangeFriday of the season (15,555 net new followers) •  Ron Rivera’s press conference on February 2 coincided with the largest number of net new fans for the Panthers (15,885)

•  JusUn Timberlake and Tiger Woods were the top most influenQal celebrity supporters of the Broncos. Khloe Kardashian and Stephen Curry were among the most popular supporters of the Panthers

THE HALFTIME SHOW •  The Pepsi HalXime Show generated a total of 4.8M tweets on February 7 – up 60% from last year •  Beyoncé was the most popular performer of the night with 37% of the overall Super Bowl 50 performers, including Lady Gaga •  Lady Gaga’s rendiQon of the naQonal anthem drove 21% of the performers’ buzz and won her a spot on the wish list for Super Bowl 51 HalXime

Show •  Drake topped the Top 5 wish list for Super Bowl 51, followed by JusUn Bieber, One DirecUon, Lady Gaga, and Taylor SwiH

THE COMMERCIALS •  Tweets about commercials shown during Super Bowl 50 reached a total of 1.7M and accounted for 8% of the overall Super Bowl 50 menQons •  The Top 10 spots drove 60% of the overall buzz around the commercials

•  Mountain Dew’s #PuppyMonkeyBaby earned the top spot among the Top 10 with a share of voice of 26%, followed by Doritos’ Ultrasound ad and T-‐Mobile’s #YouGotCarriered H. Drake with 22% and 12%, respecQvely

REPORT SUMMARY

SUPER BOWL 50 | TWITTER REPORT BY SYSOMOS | FEBRUARY 7, 2016 2

36%

60%

4%

Regular Tweet

Re-‐Tweets

@reply

91%

8%

1%

1 Tweet

2-‐4 Tweets

5 or more

TOTAL BRONCOS PANTHERS HALFTIME SHOW COMMERCIALS

NUMBER OF TWEETS

21.8M

3.7M (17%)

3.3M (15%)

4.8M (22%)

1.5M (7%)

ESTIMATED REACH

87B

22B (25%)

13B (15%)

13.2B (15%)

9.1B (10%)

BRONCOS 17%

PANTHERS 15%

HALFTIME SHOW 22%

OTHER 39% COMMERCI

ALS 7%

GENDER SPLIT

41%

59%

TWEET TYPES

ENGAGEMENT LEVEL

DASHBOARD

WORD CLOUD*

3SUPER BOWL 50 | TWITTER REPORT BY SYSOMOS | FEBRUARY 7, 2016

5.3M

2.1M

1.7M

852.5K

588.3K

457.9K

450K

339.4K

189.5K

161.8K

#sb50

#esurancesweepstakes

#superbowl

#broncos

#keeppounding

#pepsihalXime

#superbowlsunday

#superbowl50

#halXimeshow

#panthers

TOTAL MENTIONS: 21.8M ESTIMATED REACH: 87B impressions

TOP HASHTAGS

BUZZGRAPH

* Super Bowl 50 and related keywords have been removed from the word cloud

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

6pm 6:10 6:20 6:30 6:40 6:50 7:00 7:10 7:20 7:30 7:40 7:50 8:00 8:10 8:20 8:30 8:40 8:50 9:00 9:10 9:20 9:30 9:40 9:50 10:00 10:10 10:20 10:30 10:40 10:50 11:00 11:10 11:20 11:30 11:40 11:50 12am

4

SUPER BOWL BUZZ ANALYSIS

SUPER BOWL 50 | TWITTER REPORT BY SYSOMOS | FEBRUARY 7, 2016

OVERVIEW •  82% of Super Bowl 50 TwiYer buzz was generated between 6pm and 12am EST on February 7-‐8 (17.9M tweets) •  The highest volume of tweets occurred between 8:31pm and 8:50pm (3.2M tweets) during the Super Bowl 50 HalXime Show •  Tweets about the Broncos winning the Vince Lombardi trophy drove the third highest spike around 10:30PM (1.1M tweets) •  TwiYer acQvity slowed down unQl shortly before 12am when Cam Newton’s exit from the post-‐game press conference started trending

#EsuranceSweepstakes

Pepsi HalXime Show X. Coldplay, Bruno Mars and Beyoncé

Denver Broncos win SB50 / #EsuranceSweeptakes

Panthers’ Cam Newton exits post-‐game press

conference

Broncos score a touchdown, take 24-‐10 lead

Fan tweets showing support for their favorite team

ReacQons to officials’ ruling Newton’s pass to Cotchery incomplete (as not a catch)

Panthers’ Stewart scores a touchdown

MOST RETWEETED TWEETS

SUPER BOWL BUZZ ANALYSIS


SENTIMENT DRIVERS ANALYSIS

29% 27%

18%

11% 15%

TEAM/ PLAYER SUPPORT

ARTISTS SUPPORT

PERFORMANCE REACTIONS

PERFORMANCE ANTICIPATION

OTHER

34% 31%

16% 12%

7%

TEAM/ PLAYER DISLIKE

EVENT RECEPTION

ADS ARTISTS/ PERFORMANCE RECEPTION

OTHER

SENTIMENT SCORE

RETWEETS 57,698 LIKES 128,163




POS, 34%

NEU, 50%

NEG, 16%

TEAM ANALYSIS

+2,330 +4,426

+8,875

+15,337

+6,789

+15,555

+10,846 +10,146

0

5,000

10,000

15,000

20,000

31-Jan 1-Feb 2-Feb 3-Feb 4-Feb 5-Feb 6-Feb 7-Feb

48%

49%

3%

Regular Tweet

Re-‐Tweets

@reply

93%

7%

0%

1 Tweet

2-‐4 Tweets

5 or more

DENVER BRONCOS VS CAROLINA PANTHERS


BRONCOS 53%

PANTHERS

47%

0

100,000

200,000

300,000

400,000

500,000

600,000

6pm

6:

10

6:20

6:

30

6:40

6:

50

7:00

7:

10

7:20

7:

30

7:40

7:

50

8:00

8:

10

8:20

8:

30

8:40

8:

50

9:00

9:

10

9:20

9:

30

9:40

9:

50

10:0

0 10

:10

10:2

0 10

:30

10:4

0 10

:50

11:0

0 11

:10

11:2

0 11

:30

11:4

0 11

:50

12am

BRONCOS PANTHERS

@PANTHERS FOLLOWER GROWTH Follower Growth (Feb. 7): +10,448 Avg Daily Follower Growth (Jan. 31 – Feb. 6): +9,084

FAN TWEET TYPES

FAN ENGAGEMENT LEVEL

53%

41%

6%

Regular Tweet

Re-‐Tweets

@reply

90%

9%

1%

1 Tweet

2-‐4 Tweets

5 or more

FAN TWEET TYPES

FAN ENGAGEMENT LEVEL

@BRONCOS FOLLOWER GROWTH Follower Growth (Feb. 7): +10,146 Avg Daily Follower Growth (Jan. 31 – Feb. 6): +9,165

#BeatThePanthers tweets

Last #OrangeFriday of the season

+5,085 +2,892

+15,886

+10,545 +9,595 +9,242 +10,340 +10,448

0

5,000

10,000

15,000

20,000

31-Jan 1-Feb 2-Feb 3-Feb 4-Feb 5-Feb 6-Feb 7-Feb

Ron Rivera’s Press Conference

@Panthers’ “Thank You” tweets to their supporters

Broncos win Super Bowl 50

Memes about Panthers’ Cam

Newton

Von Miller wins MVP Award

Comments on Cam Newton’s Performance

MOST INFLUENTIAL CELEB TEAM SUPPORTERS


BRONCOS PANTHERS

* Based on number of followers

PANTHERS

BRONCOS

MOST RETWEETED

10








SUPER BOWL 50 | TWITTER REPORT BY SYSOMOS | FEBRUARY 7, 2016


HALFTIME SHOW

LADY GAGA VS THE HALFTIME SHOW LINEUP* SUPER BOWL 51 HALFTIME SHOW WISH LIST**

HALFTIME SHOW


0

100,000

200,000

300,000

400,000

8:30 8:32 8:34 8:36 8:38 8:40 8:42 8:44 8:46 8:48 8:50 8:52 8:54 8:56

Coldplay open the Super Bowl 50 HalXime Show

Beyoncé performs her new song, “FormaQon”

Drake 23%

OVERVIEW •  The Super Bowl 50 HalXime Show generated 4.8M tweets (up 60% from last year) and accounted for 22% of the

overall Super Bowl menUons on February 7 •  The collecUve buzz about Coldplay, Bruno Mars, and Beyoncé surpassed menQons of Katy Perry’s performance last

year by 135%, however Beyoncé (1.8M tweets) was the only one to outperform Katy Perry (1.7M tweets) •  Beyoncé was the most popular performer of the night with 37% of the overall arQst menQons and three of the Top 10

halXime show hashtags. Lady Gaga’s rendiQon of the naQonal anthem drove 21% of the performers’ buzz and won her a spot on the wish list for Super Bowl 51 HalXime Show

795,382

413,265

249,982

140,419

106,422

102,941

101,369

93,854

42,905

37,111

#sb50

#pepsihalXime

#superbowl

#halXimeshow

#formaQon

#beyoncebowl

#beyonce

#coldplay

#superbowl50

#esurancesweepstakes

TOP HASHTAGS

WORD CLOUD

Beyoncé 37%

Taylor SwiX

1.5%

Bruno Mars and Beyoncé join the stage

Coldplay, Beyoncé and Bruno Mars perform medley of songs from previous HalXime performers

Super Bowl 50 HalXime Show ends

* Based on 5M combined number of tweets for all performers

Coldplay 29%

Lady Gaga 21%

** Within menQons of Super Bowl 51’s halXime

JusQn Bieber

3%

One DirecQon

2%

Lady Gaga

2%

Viewer reacQons to the HalXime Show and to Beyoncé’s World Tour announcement

Bruno Mars 14%

* Super Bowl 50 and related keywords have been removed from the word cloud

HALFTIME SHOW


SAMPLE TWEETS



ADD MOST RT’D HERE







SUPER BOWL 50 COMMERCIALS

MOUNTAIN DEW

#PUPPYMONKEYBABY

26%

DORITOS #ULTRASOU

ND 22%

T-‐MOBILE #YOUGOTCARRIERED 12%

T-‐MOBILE #BALLOGIZE

10% AVOCADOS

FROM MEXICO

6% ESURANCE* 5%

MINI 5%

BUDWEISER #GIVEADAM

N 5%

POKEMON 5%

TACO BELL 4%

TOP COMMERCIAL SENTIMENT & AUDIENCE – #PUPPYMONKEYBABY

TOP 10 COMMERCIALS

57% of the overall commercial menQons

DASHBOARD


332K

116.5K

87.6K

46.3K

44.8K

32.2K

29.6K

28.3K

24.8K

20.5K

#sb50

#puppymonkeybaby

#superbowl

#avosinspace

#ad

#ballogize

#superbowlcommercials

#giveadamn

#doritos

#pokemon20

TOP 10 HASHTAGS OVERVIEW •  Tweets about the Super Bowl 50 commercials

reached a total of over 1.7M menUons, 57% of which were driven by the Top 10 commercials

•  Mountain Dew’s #PuppyMonkeyBaby spot emerged as the most menQoned among the Top 10 commercials with a share of voice of 26%

•  Doritos’ Ultrasound ad and T-‐Mobile’s #YouGotCarriered ranked 2nd and 3rd, with 22% and 12%, respecQvely

#PUPPYMONKEYBABY •  Mountain Dew’s ad scored 13% posiUve and

39% negaUve senQment •  86% of posiUve menUons were driven by users’

general posiQve recepQon of the commercial, while 48% of negaQve content was associated with keywords such as “nightmares”, “creepy”, “terrified” etc.

39%

86%

8% 6%

POSITIVE RECEPTION

AD EFFECTIVENESS

AD RECOMMENDATION

48% 45%

7%

SCARY/TOO BIZZARE GENERAL DISLIKE NEGATIVE IMPACT ON PURCHASE INTENT

13%

49%

51%

49%

51%

* Excludes tweets containing #EsuranceSweepstakes, without a reference to “commercial” or related terms

#PUPPYMONKEYBABY

OVERALL

MOST RETWEETED

10





RETWEETS 8,910* LIKES 20,439


SUPER BOWL 50 | TWITTER REPORT BY SYSOMOS | FEBRUARY 7, 2016 * EsQmated number of RTs on February 7



Sysomos Reports: Super Bowl 50

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