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Datablog: Super Bowl 50 – Battle of the Advertisers

Much of the build up to last Sunday’s Super Bowl focused on the advertisements and which company’s spot would prove most engaging for the record audience.

The USA Today has already weighed in with its verdict on the best performers, with its nearly 20,000 preregistered panelists rating Hyundai and Kevin Hart’s ‘First Date’ effort as this year’s winning entry.

While the USA Today’s piece looked at which adverts were enjoyed most by its panel, this information does not tell us which generated the most engagement and interest.

Using our comprehensive content monitoring platform, alva analysed all references to the Super Bowl from print, online, broadcast and social media to understand which adverts generated the most amount of earned media.

The analysis involved over 100,000 pieces of content from during the game itself.

Key Findings:

  • Audi’s emotive commercial featuring David Bowie’s Starman generated over 1,000 more pieces of content than the next most visible advert by Budweiser
  • Food & Beverages was the most discussed industry with over twice as many comments as the next-highest sector, automobiles
  • Just over two thirds of Food and Drinks coverage focused on Beverages with Alcoholic Drinks receiving more coverage than Soft Drinks
  • Every advertiser had >80% positive coverage
  • No single advert had more than 10% negative coverage
  • Pepsi had the lion’s share of Twitter coverage with over 20% of all Tweets

Top 10 adverts by visibility, all sources

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Top 10 adverts by visibility, all sources, split by sentiment

Top 10 Super Bowl advertisers, all sources

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Top 10 adverts by visibility on Twitter

Super Bowl advertiser share on Twitter

Infographic: Super Bowl 50 advert analysis

Super Bowl advert analysis

 

This is an excerpt from a longer analysis of the Super Bowl. Please contact us for further information on this subject, or to understand how alva’s reputation and media intelligence can identify risks and opportunities for your company.

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