TipTop Technologies analyzed the real-time social media sentiment from tweets related to over forty top brands or products which bought advertising spots on CBS's Sunday's Super Bowl 44 broadcast of the NFL Playoff game between the New Orleans Saints and the Indianapolis Colts. On most Super Bowl Commercial ratings sites you will see polling results or an editor's picks for the best ads and the worst commercials, like in TIME Magazine's 2010 Super Bowl Commercials List. There are also Super Bowl search metrics which show search volume and even real-time tweets during the game as shown on Twitter's blog post. TipTop agrees with the article's author, @kevinweil that "The convergence of sports, brands, and culture around the Super Bowl
makes for a particularly fascinating set of tweets to follow." That is why TipTop has taken a similar set of tweet data, analyzed it before and after Super Bowl XLIV aired, and brought together the positive and negative sentiment ratings and best tweets directly related to the companies, products and brands which had aired commercials during the big game.
- TipTop's Super Bowl ad sentiment results show how easy it is to use measure the appeal of big or small events, or in this case pricey thirty second television commercial spots, using people's natural language expressions found in Twitter's infamous 140 character tweets.
- TipTop uses semantic technology to read social media content, much like a human, to extract sentiment and quality ratings from the natural language analysis of tweets.
- The impact of events on the public's impression or attitude toward a company or brand can easily be monitored using TipTop search results and sentiment trend charts.
Looking at the TipTop summary results and Sentiment Trends chart for Google's Parisian Love Ad there was a clear increase in both Positive Tip (Green) & Negative piT (Red) sentiment related to Google's brand after the 2010 Super Bowl Commercial was run.
Some brand & product examples from TipTop's 2010 Super Bowl Ad Ratings Pre & Post Super Bowl sentiment analysis list include:
- Bud Light's brand sentiment showed slight change: Pre Super Bowl was 46% Tips & 8% piTs and Post Super Bowl was 44% Tips & 8% piTs.
- Denny's brand sentiment on twitter flew South with the chickens: Post Super Bowl was 8% Tips & 86% piTs.
- Snicker's sentiment Pre Super Bowl was 46% Tips & 9% piTs and Post Super Bowl was 52% Tips & 8% piTs. Go Betty White!
- The movie, Last Airbender should be a hit: Pre Super Bowl sentiment was 64% Tips & 5% piTs and Post Super Bowl was 72% Tips & 6% piTs.
- Dockers brand sentiment Pre Super Bowl was 50% Tips & 12% piTs and Post Super Bowl was 64% Tips & 11% piTs with its "Men in Pants" commercial.
To fully understand the implications of TipTop's semantic technology and linguistic analysis, read David Stodders, article "How Text Analytics Drive Customer Insight". TipTop's results quickly capture and accurately assess
what is being said and felt around any topic as expressed in social
networks. It can then summarize the sentiment around an event before,
after or real-time using trend charts and comparison ratings. Finally
TipTop results can provide specific examples which can be used to understand
the reasons why brand sentiment or product opinions have changed over
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Enjoy and have a tip top week!
Greg Martin & the TipTop Team