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Super Bowl XLVIITwitter Mention Report

MARKETWIRE REPORTS

REPORTING PERIOD

FEBRUARY 3, 2013

2Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013

EXECUTIVE SUMMARYBased on the data reviewed for this reporting period, the following insights have been provided:

• Super Bowl XLVII was a smash hit for Twitter, with over 24 million related tweets posted> 44% of all tweets were RT’s> Beyoncé’s Half Time Show generated the

greatest number of tweets related to a specific event, accounting for 28% of all Super Bowl XLVII related posts

> Only 4% of Beyoncé Half Time related tweets were associated with the Destiny’s Child reunion

• Of the two teams that competed in Super Bowl XLVII, the Baltimore Ravens team was more popular based on the number of overall Twitter mentions (+5M), as well as in number of organic tweets, RTs and @replies> Twitter followers for both teams increased by

977% (Ravens) and 836% (49ers) compared to a day before the game

• Twitter played a prominent role in this year’s Super Bowl advertisements, with 50% of all advertisers including a Twitter callout in their spot> This represents a 42% increase from the

previous year, when only 5 (out of 62) Super Ads featured a Twitter @Handle or #Hashtag

• Some advertisers earned praise for their quick thinking in publishing blackout-themed ads while viewers waited 34 minutes for the game to resume> This “Always On” approach helped to generate

over 100 million impressions for Oreo and Tide alone

3Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013

DASHBOARDBelow is a competitive overview of mentions related to Super Bowl XLVII, the participating teams and other related data captured from Twitter on February 3, 2013.

SUPER BOWL BALTIMORE RAVENS

SAN FRANCISCO 49ERS

HALF TIME SHOW ADVERTISEMENT

TOTAL MENTIONS (All sources)

10.5 M 5M 3.2M 7.1M 3.6M

Twitter Mentions 10,401,701 (99%) 5,004,252 (99%) 3,253,060 (99%) 7,142,192 (99%) 3,548,431 (97%)

4Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013

SUPER BOWL MENTIONS

POSITIVE

21%

NEGATIVE

6%

NEUTRAL

63%

5Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013

SUPER BOWL XLVII ANALYSIS

32%  

20%   18%  

30%  

ADS  SATISFACTION  

RAY  LEWIS  RETIREMENT  

GAME  ENJOYMENT  

OTHERS  

16%  

31%   33%  

12%  8%  

GAME  PLAYS   POWER    OUTAGE  

ADS  SATISFACTION  

HALFTIME    PERFORMANCE    

OTHERS  

Super Bowl XLVII (exclusively, not including Super Bowl-related mentions) generated a total of 10.5 million mentions. Moreover, 61% of the total mentions came from sources with low authority (authority score of 4 or less). In terms of sentiment, Super Bowl XLVII generated more negative sentiment than positive; a difference of 8%.

Negative mentions were mainly due to fan reactions to ads shown during the game (33%). This topic just narrowly beat out the unexpected blackout, which was found in 31% of all Super Bowl related posts.

A large volume of Twitter mentions came from RTs, which accounted for about 44% of all mentions. Moreover, 60% of the total Twitter mentions were posted by male users.

4,342 est. 3,563 est.

10.5 MILLION MENTIONS TOP RETWEETS

WORD CLOUD“Superbowl”, “Super”, “Bowl”, “SB47”, “Superbowl47”, “XLVII”, “Halftime”, “Half”, “Time”, “Beyonce”, “Beyonce’s” and “2013” have been excluded from Word Cloud results.

6Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013

HALF TIME ANALYSISAccounting for 28% of all Super Bowl content, the Pepsi Half Time Show generated 7.1M Twitter mentions, with 49% of the content being RT’s. As a contrast to the largely male produced Twitter content related to the Super Bowl, 53% of all Half Time-related tweets were published by females – a smart move by organizers to broaden the appeal of the event.

In regard to sentiment, fan approval of Beyoncé’s performance accounted for almost three-quarters of all positive mentions. However, this was also one of the most-criticized topics, generating 44% negative sentiment.

Finally, the appearance by fellow Destiny’s Child band mates Kelly Rowland and Michelle Williams was featured in 4% of all Half Time-related mentions, and did not factor into either positive or negative sentiment.

2,452 est. 1,744 est.

7.1 MILLION MENTIONS TOP RETWEETS

WORD CLOUD

73%  

4%   6%  12%  

6%  

STAGE  PERFORMANCE  

PREVIOUS    YEAR  

COMPARISON  

BACSTAGE    SCENES  

AUDIENCE    ANTICIPATION  

OTHERS  

44%  

22%  17%   16%  

STAGE    PERFORMANCE  

BEYONCE    HATERS  

CHOICE  OF  PERFORMERS  

OTHERS  

7Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013

TEAM ANALYSIS

3,332 est.

3,313 est.

2,987est.

2,465 est.

TOP RETWEETS TOP RETWEETS

Average 121,200 new Followers/Month Average 105,382 new Followers/Month @HANDLE FOLLOWER GROWTH

8Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013

ADVERTISING ANALYSIS

BRAND IMPRESSIONS POSITIVE NEUTRAL NEGATIVE PRE-GAME POST-GAME SHIFT PRE-GAME POST-GAME SHIFT

BUDWEISER 224M 417 349 19 1,609 8,768 445% 3,731,554 3,737,380 0.16%

BUD LIGHT 61.9M 262 148 25 5,468 5,520 0.95% 5,227,858 5,260,760 0.63%

PEPSI 285M 616 485 167 1,081,464 1,085,360 0.36% 9,380,165 9,410,523 0.32%

DORITOS 172M 321 183 17 27,138 28,208 4% 4,015,094 4,018,970 0.10%

COCA-COLA 896M 373 173 174 666,432 668,961 0.38% 58,274,206 58,559,676 0.49%

LINCOLN 72.3M 210 73 19 15,585 17,305 11% 281,154 286,631 2%

VOLKSWAGEN 121M 363 124 18 91,677 92,748 1% 551,077 554,140 0.56%

TOYOTA 92.5M 205 61 6 117,783 118,540 0.64% 1,276,087 1,288,064 0.94%

TACO BELL 324M 293 117 16 325,973 333,114 2% 9,646,337 9,691,777 0.47%

SAMSUNG 370M 308 217 5 224,821 225,520 0.31% 1,055,266 1,055,729 0.04%

FOLLOWERS LIKES

INSIGHT TOP AD HASHTAGS MOST MENTIONED (TWITTER)

Among the ten brands analyzed, Taco Bell was the brand most associated with Super Bowl mentions, with 31% of the total share of voice, followed by Doritos and Budweiser with 22% and 19%, respectively. Hashtags were far more common in this year’s Super Bowl ads, with 50% of ads featuring a Twitter callout. Budweiser’s “Clydesdales” ad (featuring #Clydesdales) helped to push their Twitter handle follower growth by 445%.

Some brands (not included in this list) earned praise for their quick action by posting blackout-themed ads during the unexpected 34-minute stoppage. Oreo and Tide were two such brands, and their two blackout-related tweets (which were posted while fans waited for the game to resume) generated a combined total of 17,092 RTs and over 100,000,000 impressions from these two tweets alone.

9Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013

APPENDIXBOOLEANS USED“super bowl” OR superbowl OR sb47 OR superbowl47 OR suberbowlxlvii OR “#superbowl” OR “#sb47” OR “#superbowl47” OR “#suberbowlxlvii”

“half time” OR halftime OR beyonce OR “#PepsiHalfTime”

ad OR ads OR advertise OR advertising OR advertisement OR advertisement OR commercial OR commercials OR “#superbowlad” OR “#superbowlads”

“@49ers” OR “#49ers” OR “#niners” OR 49ers OR sf49ers OR “san francisco 49ers” OR “SF 49ers”

“@Ravens” OR “#ravens” OR “#RavensNation” OR “baltimore ravens” OR baltimoreravens OR ravens

BRAND TWITTER @HANDLES: FACEBOOK PAGES:Budweiser @Budweiser facebook.com/budweiserBud Light @BudLightBeer facebook.com/budlightPepsi @Pepsi facebook.com/pepsiDoritos @DoritosUSA facebook.com/doritosUSACoke @CocaCola facebook.com/cocacolaLincoln @LincolnMotorCo facebook.com/lincolnVolkswagen @VW facebook.com/volkswagenToyota @Toyota facebook.com/toyotaTaco Bell @TacoBell facebook.com/tacobellSamsung @SamsungTweets facebook.com/samsungusa

10Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013

APPENDIXSPIKE ANALYSIS (SLIDE 3)•12:00 AM: 10,186 mentions

•12:00 PM: 9,688 mentions

•11:00 PM: 9,786 mentions

SUPER BOWL XLVII ANALYSIS (SLIDE 5)•Positive Sentiments Buckets

> Ads Satisfaction: 32%> Ray Lewis Retirement: 20%> Team/Athlete Appreciation: 14%> Event Location: 2%> Half-time/Break Presentation Satisfaction: 14%> Game Enjoyment: 18%

•Negative Sentiment Buckets> Gameplay Dissatisfaction: 16%> Commentator Aversion: 2%> Ravens’ Aversion: 4%> Power Outage: 31%> Ads Dissatisfaction: 33%> Trailers Dissatisfaction: 2%

HALF TIME ANALYSIS (SLIDE 6)•Positive Sentiment Buckets

> Stage Performance: 73%> Backstage Scenes: 6%> Audience Anticipation: 12%> Previous Year Comparison: 4%> Destiny’s Child Reunion: 4%> Stage Set-Up: 2%

•Negative Sentiment Buckets> Stage Performance: 44%> Beyoncé’s Haters: 22%> Choice of Performers: 17%> PepsiCo-GMO Labeling Controversy: 8%> Beyoncé’s Lip-sync Controversy: 8%

11Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013 Powered by

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