The Social Bowl: Grading Super Bowl XLVI Ads By Social Comments & Engagement

While you still may be arguing about last night’s best ad, a handful of sites have compiled their top ads based on social media analytics.  New records were set this Super Bowl, with 12,233 tweets sent per second on the last play.  This social commentary didn’t just pertain to the on-play action either.  A variety of methods were used to grade the Super Bowl ads including comments, mentions, and sentiment analysis.  Here’s a roundup of sources who ranked ads based on social indicators.


Using overall social comments as a main metric, AdAge generated a top ads report in conjunction with their partner, bluefin labs.  The main social networks used to collect the data were Facebook and Twitter. The comments were only tracked for 45 minutes after each ad was aired to ensure fairness.  Here are the top ads for this year’s big game as reported by AdAge:

  1. H&M - “Bodywear for H&M” – 108,914 comments
  2. Chrysler - “It’s Halftime in America” - 95,682 comments
  3. NBC, The Voice - “Vocal Kombat” - 90,282 comments
  4. Doritos - “Man’s Best Friend” - 73,724 comments
  5. Pepsi - “King’s Court” - 44,526 comments

A set top tier was shown on AdAge, with the  top 4 Ads nearly doubling 5th place.  Additional gender stats and sentiment stats can be found in the AdAge article.

Exact Target

The marketing managment firm Exact Target used internal tools to collect information about the game, pregame buzz and advertisers with the most mentions.  The Exact Target team tracked social media mentions and likes for brands to determine their winner.

  1. Doritos – 47,223 mentions
  2. H&M - 46,783 mentions
  3. Chevrolet - 32,689 mentions
  4. M&M’s - 20,101 mentions
  5. Pepsi - 19,494 mentions

A sleek infographic can be found alongside the Exact Target article that breaks down team & game data as well as social media stats.

Collective Intellect

The social analytics company Collective Intellect measured the winners of Super Bowl XLVI by more then just buzz and sentiment. An engagement metric was used as the main form of measurement.  Collective Intellect measures an engaged customer by “taking into account several levels of positive word-of-mouth as well as negative reactions.”  Their Super Bowl ad winners are as follows:

  1. M&M’s – 17.5% share
  2. Doritos - 16.0% share
  3. Chevrolet - 13.2% share
  4. Sketchers - 5.6% share
  5. The Avengers - 4.7% share

Head over to the full article from Collective Intellect to see a breakdown by vertical and the most offensive ad results.

If you are looking for even more Super Bowl XLVI ad coverage,  our social network mentions meter shows which social network was displayed the most in Super Bowl ads.


The following analysis has been released since the launch of this post:

Networked Insights

The brand monitoring company Networked Insights released a detailed social Super Bowl Report.  The report covers game data, Facebook page gains, halftime sentiment and much more.  A “Share of Voice” metric was used to determine which advertisers won the social media battle.  Networked Insights combined some commercials (Bud & Bud Light) to display on an overall brand basis:

  1. Doritos - 14% Share of Voice
  2. Budweiser (And Bud Light) - 13% Share of Voice
  3. Coke - 11% Share of Voice
  4. Pepsi- 8% Share of Voice
  5. Acura – 6% Share of Voice

Download the full report from Networked Insights to see full data analysis.

Related Topics: Channel: Strategy | Social Media Marketing | Social Media Marketing: Advertising | Statistics: Online Behavior | Statistics: Social Media | Top News


About The Author: Greg Finn is the Director of Marketing for Cypress North, a company that provides world-clasee social media and search marketing services and web & application development. He has been in the Internet marketing industry for 10+ years and specializes in Digital Marketing. You can also find Greg on Twitter (@gregfinn) or LinkedIn.

Connect with the author via: Email | Twitter | Google+ | LinkedIn

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