Digital Marketing Blog

Super Bowl Ads Social Media Benchmarks

Tweet

 

It’s only a few more days before Eli Manning faces off against Tom Brady. By now the Giants and Patriots have looked over the playing field in Indianapolis. They have gone over their plays.

We’ve done the same – so to speak. 

We’ve looked over the list of companies that plan to advertise during the Super Bowl. In order to measure the digital impact of those $3.5 million 30-sec Super Bowl ad spots, we’ve tracked their social indicators so that we have numbers that we can compare to after the game. We’ve even gone so far as to pick odds on favorites (which we will reveal on Friday, February 3 at www.ymarketing.com/blog).

Yup, we’re ready. Let the Super Bowl Social Brand Scoreboard games begin.

So you can participate in these games, we’re going to give you access to some of our initial numbers.

Facebook

The same truth that applied last year applies this year – Facebook is not a level playing field. There are those who have spent much time, money and energy building their likes/fans, interacting with them, promoting contests, and making Facebook an integral part of their marketing plan. In fact look out for Bridgestone this year.

Bridgestone Americas’ Facebook page will serve as the digital epicenter of its new campaign. Visitors there will find a 3D animated Performance ball (and puck) and tire models that offer an interactive technology demonstration. Additional celebrity videos will be released leading up to the February 5 game, as well as extra online entertainment planned for debut on Super Bowl Sunday. 

As was the case last year, the range is great between the number one company Coca-Cola and the company with the least number of Facebook likes (Relativity Media-Rogue Pictures).

For the Super Bowl Social Brand Scoreboard Report, we will be evaluating the number of new fans/likes and the percent of increase between now and the day after the Super Bowl.

Twitter

Twitter perhaps represents chatter best in the social networking world.  And those with the most followers probably have the best chance of monitoring and reacting to chatter that relates to their commercial.

Here are the top ten and bottom ten brands in terms of Twitter followers. 

Keep in mind, followers are only a small piece of the Twitter puzzle.  We will also be looking closely at increases in tweet mentions as well as the sentiment of those tweets..

Social Sentiment 

It’s all very well getting lots of people tweeting about you, but what if it’s all negative?  One of the areas we found of interest last year was in the area of positive vs., negative comments – or, in other words, social sentiment.

So what are people saying about these Super Bowl brands now, and does that information give us any indication of how well their commercials will be received?

Here are the top ten and bottom ten brands in social sentiment as of this week.

For the report we will also be evaluating social passion and social reach.

Look for ymarketing's Predictions

On Friday, February 3 we will be publishing our predictions for social media winners (www.ymarketingg.com/blog). We’ve never done this before and we’re anxious to see if we’re any good at it. Like any game, what’s on paper is not the same as what happens on the playing field. Come Sunday you can bet one of those companies that we overlok will make waves in the social media arean by creating a commercial so memorable that billions will be talking and tweeting about it for months.

To the best of our knowledge, here is the list of this year’s Super Bowl advertisers.