• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
    • Follow
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Analytics & Data

Going beyond Super Bowl engagement metrics to find what consumers really think

Advertisers need to consider consumer sentiment for a more complete assessment of ad performance.

Robin Kurzer on February 8, 2018 at 11:49 am
  • More

Viewers no longer just watch the Super Bowl. They interact with the big game much the way they interact with all television — with their fingers flying on social media.

And besides their armchair quarterback comments and their cheers and jeers during fumbles, stumbles and interceptions, Super Bowl fans like to talk about the commercials.

Advertisers know this, so the day after, and for days after, we get reports. Lots and lots of reports. With a lot of different metrics on how fans engaged with the brands.

But there is a story behind engagement metrics. It’s a story told by impassioned tweets and shared Instagram posts. It’s a story of sentiment. And with the politically charged society we find ourselves in, it’s no surprise that advertisements with a political slant got a fair amount of, well, sentiment.

Sprout Social measured positive and negative words using its analytics software, Simply Measured. The social media management platform found that although engagement for Dodge Ram’s commercial featuring Martin Luther King Jr. was high, the sentiment was negative.

Specifically, Sprout Social tracked 48,777 mentions of Dodge Ram on the day of the Super Bowl. It found that 81 percent of those messages were negative. The company tracked all the major social platforms as well as blogs and forums.

Social media analytics software Digimind also tracked positive and negative sentiment and found that 68 percent of the negative social sentiment around Dodge Ram came from men and 82 percent were in the 18-25 age range, the truck brands’ target audience.

Digimind also found that 56 percent of those who had a reaction to Wendy’s Twitter taunts of rival McDonald’s had a negative one.

Digimind’s Super Bowl 2018 Sentiment Analysis

Sentiment around this year’s Super Bowl advertising wasn’t all bad. Emotion measurement company Canvs analyzed Super Bowl ad trailers on YouTube and found that top emotions expressed were love, enjoyment and excitement.

“Some were funny, many were sincere or sweet, and others were awkward, crazy or embarrassing, Canvs CEO and Founder Jared Feldman said in a release. “The viewer emotion data proves the ads that worked had one thing in common: they broke emotional ground.”

There’s a time and a place

In September of last year, Sprout Social surveyed more than 1,000 customers to find out what kind of appetite they had for political content and where they would like to consume it. A whopping 66 percent believed it was important for brands to take a stand. The survey also found that just under half (47 percent) of the consumers would be receptive to a brand’s social/political issues on TV or radio, versus 58 percent on social media. And if they do want that kind of content, they want it to be credible and strategic.

Andrew Caravella, vice president of strategy and brand engagement for Sprout Social, said that it’s important that brands are strategic when getting political.

“During this year’s Super Bowl, brands like Budweiser, WeatherTech and T-Mobile decided to use the spotlight to voice their positions on political and social issues,” Caravella said. “In our current climate, it may seem like a smart move — but some ads, such as the one from Dodge Ram using a Martin Luther King, Jr. speech as a backdrop, really missed the mark with viewers.”

We’re increasingly seeing brands forge deeper relationships with their socially conscious communities by taking a stand on important and topical issues. Yet on a night like this, where mass market appeal dominates the landscape, credibility was not a constant from brand to brand. “Many of these marketing teams may be asking themselves in the morning if a Super Bowl ad was the best place to give it a go,” Caravella said.



About The Author

Robin Kurzer
Robin Kurzer started her career as a daily newspaper reporter in Milford, Connecticut. She then made her mark on the advertising and marketing world in Chicago at agencies such as Tribal DDB and Razorfish, creating award-winning work for many major brands. For the past seven years, she’s worked as a freelance writer and communications professional across a variety of business sectors.

Related Topics

AnalyticsChannel: Martech: Analytics & DataFacebookSocial Media Marketing

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • 6 Powerful Ways Experience Analytics Can Help Your Business Now
  • Email Tune-Up: A 5-Point Inspection to Get Your Program in Gear
  • Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021
  • Data SEO – The Next Big Adventure
  • Getting Started with Email Marketing Automation
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Receive daily martech news and analysis.
Martech Today
Download the Martech Today app on iTunes
Download the Martech Today App on Google Play

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok