An in-depth look at the over 24 million tweets produced about Super Bowl XLVII

1. MARKE TWIRE RE POR T S
Super Bowl XLVII
Twitter Mention
Report
RE P ORTI NG P E RI OD
FEBRUARY 3, 2013
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2. EXECUTIVE SUMMARY
Based on the data reviewed for this reporting period, the following insights have been provided:
• Super Bowl XLVII was a smash hit for Twitter, with • Twitter played a prominent role in this year’s Super
over 24 million related tweets posted Bowl advertisements, with 50% of all advertisers
> 44% of all tweets were RT’s including a Twitter callout in their spot
> Beyoncé’s Half Time Show generated the > This represents a 42% increase from the
greatest number of tweets related to a specific previous year, when only 5 (out of 62) Super
event, accounting for 28% of all Super Bowl Ads featured a Twitter @Handle or #Hashtag
XLVII related posts
• Some advertisers earned praise for their quick
> Only 4% of Beyoncé Half Time related
thinking in publishing blackout-themed ads while
tweets were associated with the Destiny’s
viewers waited 34 minutes for the game to resume
Child reunion
> This “Always On” approach helped to generate
• Of the two teams that competed in Super Bowl over 100 million impressions for Oreo and
XLVII, the Baltimore Ravens team was more Tide alone
popular based on the number of overall Twitter
mentions (+5M), as well as in number of organic
tweets, RTs and @replies
> Twitter followers for both teams increased by
977% (Ravens) and 836% (49ers) compared to
a day before the game
Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013 2

3. DASHBOARD
Below is a competitive overview of mentions related to Super Bowl XLVII, the participating teams and other
related data captured from Twitter on February 3, 2013.
SUPER BOWL BALTIMORE SAN FRANCISCO HALF TIME SHOW ADVERTISEMENT
RAVENS 49ERS
TOTAL MENTIONS 10.5 M 5M 3.2M 7.1M 3.6M
(All sources)
Twitter Mentions 10,401,701 (99%) 5,004,252 (99%) 3,253,060 (99%) 7,142,192 (99%) 3,548,431 (97%)
Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013 3

4. SUPER BOWL MENTIONS
POSITIVE NEUTRAL
21% 63%
NEGATIVE
6%
Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013 4

5. SUPER BOWL XLVII ANALYSIS
Super Bowl XLVII (exclusively, not including Super Bowl-related mentions) Negative mentions were mainly due to fan reactions to ads shown during
generated a total of 10.5 million mentions. Moreover, 61% of the total the game (33%). This topic just narrowly beat out the unexpected blackout,
mentions came from sources with low authority (authority score of 4 or which was found in 31% of all Super Bowl related posts.
less). In terms of sentiment, Super Bowl XLVII generated more negative
sentiment than positive; a difference of 8%. A large volume of Twitter mentions came from RTs, which accounted for
about 44% of all mentions. Moreover, 60% of the total Twitter mentions
were posted by male users.
10.5 MILLION MENTIONS TOP RETWEETS
32%
33%
30%
31%
20%
18%
16%
12%
8%
ADS
RAY
LEWIS
GAME
SATISFACTION
RETIREMENT
ENJOYMENT
OTHERS
GAME
PLAYS
POWER
OUTAGE
ADS
HALFTIME
SATISFACTION
PERFORMANCE
OTHERS
4,342 est. 3,563 est.
WORD CLOUD
“Superbowl”, “Super”, “Bowl”,
“SB47”, “Superbowl47”,
“XLVII”, “Halftime”, “Half”,
“Time”, “Beyonce”,
“Beyonce’s” and “2013”
have been excluded from
Word Cloud results.
Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013 5

6. HALF TIME ANALYSIS
Accounting for 28% of all Super Bowl content, the Pepsi Half Time Show In regard to sentiment, fan approval of Beyoncé’s performance accounted
generated 7.1M Twitter mentions, with 49% of the content being RT’s. for almost three-quarters of all positive mentions. However, this was also
As a contrast to the largely male produced Twitter content related to the one of the most-criticized topics, generating 44% negative sentiment.
Super Bowl, 53% of all Half Time-related tweets were published by females
– a smart move by organizers to broaden the appeal of the event. Finally, the appearance by fellow Destiny’s Child band mates Kelly
Rowland and Michelle Williams was featured in 4% of all Half Time-related
mentions, and did not factor into either positive or negative sentiment.
7.1 MILLION MENTIONS TOP RETWEETS
73%
44%
22%
17%
16%
12%
4%
6%
6%
2,452 est. 1,744 est.
STAGE
PREVIOUS
BACSTAGE
AUDIENCE
OTHERS
STAGE
BEYONCE
CHOICE
OF
OTHERS
PERFORMANCE
YEAR
SCENES
ANTICIPATION
PERFORMANCE
HATERS
PERFORMERS
COMPARISON
WORD CLOUD
Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013 6

7. TEAM ANALYSIS
TOP RETWEETS TOP RETWEETS
3,332 est. 2,987est.
3,313 est. 2,465 est.
@HANDLE FOLLOWER GROWTH
Average 121,200 new Followers/Month Average 105,382 new Followers/Month
Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013 7

8. ADVERTISING ANALYSIS
FOLLOWERS LIKES
BRAND IMPRESSIONS POSITIVE NEUTRAL NEGATIVE PRE-GAME POST-GAME SHIFT PRE-GAME POST-GAME SHIFT
BUDWEISER 224M 417 349 19 1,609 8,768 445% 3,731,554 3,737,380 0.16%
BUD LIGHT 61.9M 262 148 25 5,468 5,520 0.95% 5,227,858 5,260,760 0.63%
PEPSI 285M 616 485 167 1,081,464 1,085,360 0.36% 9,380,165 9,410,523 0.32%
DORITOS 172M 321 183 17 27,138 28,208 4% 4,015,094 4,018,970 0.10%
COCA-COLA 896M 373 173 174 666,432 668,961 0.38% 58,274,206 58,559,676 0.49%
LINCOLN 72.3M 210 73 19 15,585 17,305 11% 281,154 286,631 2%
VOLKSWAGEN 121M 363 124 18 91,677 92,748 1% 551,077 554,140 0.56%
TOYOTA 92.5M 205 61 6 117,783 118,540 0.64% 1,276,087 1,288,064 0.94%
TACO BELL 324M 293 117 16 325,973 333,114 2% 9,646,337 9,691,777 0.47%
SAMSUNG 370M 308 217 5 224,821 225,520 0.31% 1,055,266 1,055,729 0.04%
INSIGHT TOP AD HASHTAGS MOST MENTIONED (TWITTER)
Among the ten brands analyzed, Taco Bell was the brand most associated
with Super Bowl mentions, with 31% of the total share of voice, followed
by Doritos and Budweiser with 22% and 19%, respectively. Hashtags were
far more common in this year’s Super Bowl ads, with 50% of ads featuring
a Twitter callout. Budweiser’s “Clydesdales” ad (featuring #Clydesdales)
helped to push their Twitter handle follower growth by 445%.
Some brands (not included in this list) earned praise for their quick
action by posting blackout-themed ads during the unexpected 34-minute
stoppage. Oreo and Tide were two such brands, and their two blackout-
related tweets (which were posted while fans waited for the game
to resume) generated a combined total of 17,092 RTs and over
100,000,000 impressions from these two tweets alone.
Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013 8

9. APPENDIX
BOOLEANS USED
“super bowl” OR superbowl OR sb47 OR superbowl47 OR suberbowlxlvii OR “#superbowl” OR “#sb47” OR
“#superbowl47” OR “#suberbowlxlvii”
“half time” OR halftime OR beyonce OR “#PepsiHalfTime”
ad OR ads OR advertise OR advertising OR advertisement OR advertisement OR commercial OR
commercials OR “#superbowlad” OR “#superbowlads”
“@49ers” OR “#49ers” OR “#niners” OR 49ers OR sf49ers OR “san francisco 49ers” OR “SF 49ers”
“@Ravens” OR “#ravens” OR “#RavensNation” OR “baltimore ravens” OR baltimoreravens OR ravens
BRAND TWITTER @HANDLES: FACEBOOK PAGES:
Budweiser @Budweiser facebook.com/budweiser
Bud Light @BudLightBeer facebook.com/budlight
Pepsi @Pepsi facebook.com/pepsi
Doritos @DoritosUSA facebook.com/doritosUSA
Coke @CocaCola facebook.com/cocacola
Lincoln @LincolnMotorCo facebook.com/lincoln
Volkswagen @VW facebook.com/volkswagen
Toyota @Toyota facebook.com/toyota
Taco Bell @TacoBell facebook.com/tacobell
Samsung @SamsungTweets facebook.com/samsungusa
Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013 9

10. APPENDIX
SPIKE ANALYSIS (SLIDE 3) HALF TIME ANALYSIS (SLIDE 6)
• 12:00 AM: 10,186 mentions • Positive Sentiment Buckets
• 12:00 PM: 9,688 mentions > Stage Performance: 73%
• 11:00 PM: 9,786 mentions > Backstage Scenes: 6%
> Audience Anticipation: 12%
SUPER BOWL XLVII ANALYSIS (SLIDE 5) > Previous Year Comparison: 4%
• Positive Sentiments Buckets > Destiny’s Child Reunion: 4%
> Ads Satisfaction: 32% > Stage Set-Up: 2%
> Ray Lewis Retirement: 20%
> Team/Athlete Appreciation: 14% • Negative Sentiment Buckets
> Event Location: 2% > Stage Performance: 44%
> Half-time/Break Presentation Satisfaction: 14% > Beyoncé’s Haters: 22%
> Game Enjoyment: 18% > Choice of Performers: 17%
• Negative Sentiment Buckets > PepsiCo-GMO Labeling Controversy: 8%
> Gameplay Dissatisfaction: 16% > Beyoncé’s Lip-sync Controversy: 8%
> Commentator Aversion: 2%
> Ravens’ Aversion: 4%
> Power Outage: 31%
> Ads Dissatisfaction: 33%
> Trailers Dissatisfaction: 2%
Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013 10

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Super Bowl XLVII Twitter Mention Report | February 2013 | Reporting Period: February 3, 2013 11