Measuring the Effectiveness of Super Bowl

Advertising using Social Media

February 1, 2010
Results Introduction

• Alterian’s most recent survey indicates over 60% of marketers will spend more on social media in the next
year.

• Social Media has emerged as channel for marketers

• The upcoming Super Bowl gives us an opportunity to monitor all of the advertisers and measure the ‘buzz’
associated with each

• Monitoring social media gives insight into the ‘word of mouth’ associated with each advertiser

• Using SM2 we are monitoring all conversations surrounding Super Bowl Advertising and Commercials
since 12/1/09

• Currently tracking 37 advertisers; 35 known advertisers and 2 non-advertisers

Daily Volume

• We have gathered 51,190 conversations through 1/31/2010

• Of those, 25,961 (51%) reference at least one of the advertisers in our panel
Results – Number of Mentions

• The advertiser with the most mentions over the entire period was Pepsi (4463 mentions)
Results – Social Engagement Index

• The advertiser with the highest SEI over the entire period was Pepsi (Index of 651)
Results – Sentiment Weighted SEI

• The advertiser with the highest Sentiment Weighted SEI over the entire period was Audi (Index of
1010)
Results – Sentiment for Top 5 Advertisers

• The advertiser with the most positive conversations is Pepsi (358)

• The advertiser with the most negative conversations is Focus on the Family (282)
Results – Media Sources

• The top media source was Microblogs (i.e. Twitter) with 24,478 results
Social Engagement Index Explained

• Alterian has developed a ‘Social Engagement Index’ which measures both the volume and potential reach of
conversations about a advertiser.

• The Index uses SM2’s popularity measure to indicate the ‘reach’ or ‘influence’ potential of each conversations
– Each conversation is rated between 0 and 10 for popularity, higher values indicate a higher popularity of the individual making the comment

– As an example, for a Twitter post, in order to score a ‘10’ an individual would have to have more than 5,000 followers

• The index is calculated by summing the popularity score for each conversation for each advertiser.

• The final value is then calculated by indexing the popularity score against the average popularity of all advertisers.

• A score of 100 would indicate the “Average Super Bowl Advertiser.’

Sentiment Index Explained

• Additional to the Social Engagement Index, Alterian also provides a sentiment-weighted index.

• The Sentiment Index takes into account three measures for each brand to determine the ‘sentiment reach.’

• The three measures are the total number of conversations, the popularity of the conversations, and the sentiment of the
conversations.
– Each conversation is rated between 0 and 10 for popularity, higher values indicate a higher popularity of the individual making the comment

– Each conversation is rated for tone as being either Positive, Negative, or Neutral.

• For calculating the index, a positive comment is assigned a value of +1, a negative comment is assigned a value of -1 and a neutral
conversation is assigned a zero.

• The index is calculated by multiplying the sentiment value by the popularity score for each conversation and then summing those
values for each advertiser.

• The final value is then calculated by indexing the sentiment score against the average sentiment score of all advertisers.

• A score of 100 would indicate the “Average Super Bowl Advertiser.’