Among 255,431 social media conversations focused on Super Bowl ads, Volkswagen, Doritos, Pepsi, Groupon, and Motorola were the top 5 advertisers, garnering the most social media mentions from December 1, 2010 to February 6, 2011, according to a study by Alterian. Microblogs, (e.g., Twitter) were the top media source, comprising more than two-thirds of such conversations.
Among 35 advertisers, the top 5 brands, ranked by volume of Super Bowl ad-related social media mentions from Dec 1, 2010 to Feb 6, 2011:
- Volkswagen had the highest number of social conversations (10,342) and highest percentage of positive "Sentiment" (22.03%). The automaker also had the lowest percentage of negative Sentiment (3.04%).
- Doritos ranked second, both in levels of of mentions (9,898) and positive Sentiment (19.76%).
- Pepsi garnered 8,282 mentions, of which 17.68% were positive.
- Groupon, which ran an ad referencing the struggles of the Tibetan people, garnered the most negative Sentiment (12.96%) among the top 5 brands.
- Motorola rounded out the top 5 with 6,485 social mentions, of which 10.60% were positive.
Below, other findings from Alterian's report, Buzz Bowl 2011, which measures social engagement of Super Bowl advertisers.
Pepsi Led in Social Media Reach
While Sentiment measures numbers of social media mentions, the Social Engagement Index* factors in additionally the reach of those mentions. Pepsi ranked highest (272), followed by Volkswagen (220) and Doritos (203).
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