Super Bowl Advertisers Score Big On Twitter, Blogs; Lack More Long Term Engagement and Branding

For my blog, Bloggasm, I enjoy splicing up data analysis across social media platforms. It’s interesting to see how information trends and how publishers convey that information.  In this report, my team and I tackle the Super Bowl and turn up some very interesting findings...

A study of the discussion taking place about Super Bowl ads on social media platforms found that there were over 191,000 blog mentions in the 24-hour period surrounding the game and nearly 49,000 tweets during the game itself that pertained to the game's advertisers. Brand mentions on social news sites like Digg and Reddit were much less frequent.
 
Notable performers across all platforms included Transformers, Star Trek, Cash4Gold, Pepsi, Hulu and Audi. The study also found that characters within the commercials – MC Hammer, Alec Baldwin, 'Pepsuber' – also received an extremely high number of mentions.

New Media Strategies conducted a quantitative and qualitative analysis of the discussion taking place about Super Bowl ads on a total of nine social media platforms, which included blogs, Twitter, Facebook, Wikipedia, Digg, Flickr, Qik, Utterli and Brightkite. The study showed that nearly all Super Bowl advertisers saw a sharp increase of brand mentions as a direct result of the ads.
 
The analysis found that across all platforms, participation, interest and buzz were up, yet most advertisers did not fully take advantage of the increase in ways to directly target, engage and sustain a relationship with interested consumers. As a result of each company’s Super Bowl ad and subsequent online engagement, there does not appear to be a significant social media-based foundation for most of the advertisers to build on for future efforts.
 
NMS also found that for a significant number of online community members, social media usage surrounding this year’s game was centered on sharing and documenting their own Super Bowl Sunday experiences, such as preparing snacks for a planned Super Bowl party, watching the game with friends at a local bar and families tailgating in head-to-toe Steelers or Cardinals fan gear.
 
For complete results, a detailed PDF report is available for download. We also have a full press release available in our NMS Pressroom.