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Sysomos Reports: Super Bowl 50

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The Sysomos Reports team takes a look at how Super Bowl 50 between the Denver Broncos and Carolina Panthers played out in social media.

Publicado en: Redes sociales
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Sysomos Reports: Super Bowl 50

  1. 1. www.sysomos.com  |  @sysomos  |  reports@sysomos.com   TWITTER  REPORT  BY  SYSOMOS   FEBRUARY  7,  2016   SUPER  BOWL  50  
  2. 2. 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
  3. 3. 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  
  4. 4. 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 9:5010:0010:1010:2010:3010:4010:5011:0011:1011:2011:3011:4011:5012am 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  
  5. 5. MOST  RETWEETED  TWEETS   SUPER  BOWL  BUZZ  ANALYSIS     8SUPER  BOWL  50  |  TWITTER  REPORT  BY  SYSOMOS  |  FEBRUARY  7,  2016   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   RETWEETS  76,769   LIKES  82,272   RETWEETS  42,083   LIKES  69,723     RETWEETS  45,089   LIKES  55,099     POS,  34%   NEU,  50%   NEG,  16%  
  6. 6. TEAM  ANALYSIS  
  7. 7. +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   8SUPER  BOWL  50  |  TWITTER  REPORT  BY  SYSOMOS  |  FEBRUARY  7,  2016   BRONCOS   53%   PANTHER S   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 10:00 10:10 10:20 10:30 10:40 10:50 11:00 11:10 11:20 11:30 11:40 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  
  8. 8. MOST  INFLUENTIAL  CELEB  TEAM  SUPPORTERS   8SUPER  BOWL  50  |  TWITTER  REPORT  BY  SYSOMOS  |  FEBRUARY  7,  2016   BRONCOS   PANTHERS   *  Based  on  number  of  followers  
  9. 9. PANTHERS   BRONCOS   MOST  RETWEETED   10   RETWEETS  12,483   LIKES  22,407     RETWEETS  19,669   LIKES  21,659   RETWEETS  12,861   LIKES  18,539     RETWEETS  12,483   LIKES  29,565     RETWEETS  10,027   LIKES  13,483   RETWEETS  13,703   LIKES  9,376     RETWEETS  8,690   LIKES  20,030     SUPER  BOWL  50  |  TWITTER  REPORT  BY  SYSOMOS  |  FEBRUARY  7,  2016   RETWEETS  76,769   LIKES  82,272  
  10. 10. HALFTIME  SHOW  
  11. 11. LADY  GAGA  VS  THE  HALFTIME  SHOW  LINEUP*   SUPER  BOWL  51  HALFTIME  SHOW  WISH  LIST**   HALFTIME  SHOW   8SUPER  BOWL  50  |  TWITTER  REPORT  BY  SYSOMOS  |  FEBRUARY  7,  2016   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  
  12. 12. HALFTIME  SHOW   8SUPER  BOWL  50  |  TWITTER  REPORT  BY  SYSOMOS  |  FEBRUARY  7,  2016   SAMPLE  TWEETS   RETWEETS  10,660   LIKES  1,588   RETWEETS  12,203   LIKES  24,591     ADD  MOST  RT’D  HERE   RETWEETS  2,604   LIKES  23,353   RETWEETS  4,710   LIKES  9,448   RETWEETS  2,480   LIKES  4,681   RETWEETS  3,844   LIKES  5,267   RETWEETS  1,488   LIKES  1,946   RETWEETS  51,281   LIKES  56,680  
  13. 13. SUPER  BOWL  50     COMMERCIALS  
  14. 14. MOUNTAIN   DEW   #PUPPYMON KEYBABY   26%   DORITOS   #ULTRASOU ND   22%   T-­‐MOBILE   #YOUGOTCA RRIERED   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   3SUPER  BOWL  50  |  TWITTER  REPORT  BY  SYSOMOS  |  FEBRUARY  7,  2016   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  
  15. 15. #PUPPYMONKEYBABY   OVERALL   MOST  RETWEETED   10   RETWEETS  22,097   LIKES  27,031     RETWEETS  35,030   LIKES  65,794   RETWEETS  25,844   LIKES  37,719     RETWEETS  3,061   LIKES  1,602     RETWEETS  8,910*   LIKES  20,439   RETWEETS  3,087   LIKES  2,598     SUPER  BOWL  50  |  TWITTER  REPORT  BY  SYSOMOS  |  FEBRUARY  7,  2016   *  EsQmated  number  of  RTs  on  February  7   RETWEETS  30,875   LIKES  33,530   RETWEETS  13,338   LIKES  1,006  

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