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SponsorHub Pre/Post Super Bowl Results
- 1. Super Bowl Social Emotive Analysis (Pre/Post Game)
- 2. Brand Equity of Teams Patriots are the team tied with the Seahawks (though a little ahead).
- 3. Team XScores Pre-Super Bowl Here the teams are ranked by XScore. This looks at reach and favorability as well as “bad press.” With the bad press adjustment, the Seahawks had a slight edge.
- 4. Team XScores Post-Super Bowl After the Super Bowl, all NFL teams gained in XScore because of the huge attention paid to the event. This shows the importance of tent-pole events for major properties. The Seahawks and Patriots both gained 6-points; however, non-advantaged teams like the Lions and Rams did not realize any Xscore gains.
- 5. Team Positive Emotion Scores (Pre) #Deflategate had a large impact on the Patriots, but only for ~1.5 weeks… Then the story faded. Never underestimate the short attention spans of modern audiences. The emotions most affected -- enjoyment and excitement - - are both typically volatile. Affection for the Patriots did not significantly change. Legend: Patriots = Yellow Seahawks = Green
- 6. Team Positive Emotion Scores (Post) Gratitude is interesting: both teams have spoiled fans who expect to win. Also, it is a bit surprising that the Seahawks lost some affection given the strength of their fanbase. Preliminary investigation suggests this is because many outside of Seattle were rooting for the Seahawks but such fans lost interest when the Seahawks lost the game. Legend: Patriots = Yellow Seahawks = Green
- 7. Team Negative Emotion Scores (Pre) Upon continued debate of the #deflategate scandal, the magnitude and intensity of anger surrounding the Patriots spikes before the Super Bowl, with higher expressions of fear, shame and disappointment toward the Patriots than toward the Seahawks. [Note that negative emotions are charted negatively (0 to -100), so the lines move down when the expression of negative emotions increases over time] Legend: Patriots = Yellow Seahawks = Green
- 8. Team Negative Emotion Scores (Post) Given the way that the Super Bowl ended, we see a spike in disappointment for the Seahawks. We also see the negative chatter about the Patriots return to baseline levels (i.e. those levels prior to the #DeflateGate scandal). Legend: Patriots = Yellow Seahawks = Green
- 9. #DeflateGate Decay Rate Here is the pattern of conversation surrounding #DeflateGate. Note that when the blue bar is high compared to the green line, it means that major influencers and celebs are piling into the conversation. For this topic, it appears that social influencers played a role in ‘fanning the flames’. (Probably due to impacts from ESPN’s extended network)
- 10. Win, Lose or Draw, People Hate Brady Tom Brady is not someone who is easy to relate to (for most Americans) and, as a result, unlike most athletes, winning more actually hurts his favorability ratings. Tom Brady epitomizes “The 1%” for many and no substantial perception changes toward him are seen post-Super Bowl (as expected)
- 11. “Brand Bowl” Why care how much people ‘like’ various commercials or how much people chatted up a brand on social media? These metrics only matter when impact brand perception and brand equity. We define brand equity as a combination of the way people feel about a brand and the number of people conversing about the brand. (Our method varies for B2B but the focus here is B2C only)
- 12. ‘Pepsi’ Creates a Splash at Halftime Katy Perry’s halftime show (presented by Pepsi) drew over 5x the amount of baseline chatter about Pepsi on the day of the Super Bowl…. During the SuperBowl, more GENERIC hashtags yielded the most engagement with Katy Perry in particular (unlike the overwhelming exposure of #SuperBowlXLIX in the Pepsi context). For future events, advertisers may seek to align the BRAND and ENDORSER hashtag triggers identically for maximum messaging impact.
- 13. Pepsi vs Coca-Cola Emotion Shifts Coca-Cola’s tactics via its heartfelt ‘#MakeItHappy’ campaign helped to drive affection toward its brand and fostered a strong sense of gratitude toward the brand relative to other sponsors. In contrast, Pepsi’s #Halftime show and corresponding promotion drove considerably more excitement expressions than Coca-Cola, also slightly outperforming competitors on the overall expressions of enjoyment.