The Sysomos Reports team takes a look at how Super Bowl 50 between the Denver Broncos and Carolina Panthers played out in social media.

1. www.sysomos.com
|
@sysomos
|
reports@sysomos.com
TWITTER
REPORT
BY
SYSOMOS
FEBRUARY
7,
2016
SUPER
BOWL
50

2. SUPER
BOWL
50
• Super
Bowl
50
generated
a
total
of
21.8M
tweets
on
February
7
–
up
104%
compared
to
Super
Bowl
XLIX
last
year.
Tweets
were
amplified
to
an
esQmated
87B
impressions
• 40%
of
content
was
organic
vs.
60%
retweets
• The
Pepsi
HalHime
Show
featuring
Coldplay,
Beyoncé,
and
Bruno
Mars
(4.8M
tweets)
accounted
for
22%
of
overall
buzz,
followed
by
menQons
about
the
Denver
Broncos
(3.7M
tweets,
17%
SoV)
and
the
Carolina
Panthers
(3.3M
tweets
–
15%
SoV).
The
commercials
generated
1.5M
menUons
(7%
of
the
overall
buzz
volume)
• The
highest
spike
in
acQvity
occurred
between
8:31pm
and
8:50pm
during
the
halXime
show
(3.2M
tweets
–
18%
of
the
overall
buzz
between
6pm
and
12am)
THE
TEAMS
• The
Broncos
generated
3.7M
tweets
compared
to
3.3M
for
the
Panthers,
which
translated
to
a
share
of
voice
of
53%
and
47%,
respecQvely
• TwiYer
followers
for
both
team
grew
at
comparable
rates
from
January
31
to
February
7
• The
Broncos
recorded
the
highest
number
of
new
followers
on
February
5
–
the
last
#OrangeFriday
of
the
season
(15,555
net
new
followers)
• Ron
Rivera’s
press
conference
on
February
2
coincided
with
the
largest
number
of
net
new
fans
for
the
Panthers
(15,885)
• JusUn
Timberlake
and
Tiger
Woods
were
the
top
most
influenQal
celebrity
supporters
of
the
Broncos.
Khloe
Kardashian
and
Stephen
Curry
were
among
the
most
popular
supporters
of
the
Panthers
THE
HALFTIME
SHOW
• The
Pepsi
HalXime
Show
generated
a
total
of
4.8M
tweets
on
February
7
–
up
60%
from
last
year
• Beyoncé
was
the
most
popular
performer
of
the
night
with
37%
of
the
overall
Super
Bowl
50
performers,
including
Lady
Gaga
• Lady
Gaga’s
rendiQon
of
the
naQonal
anthem
drove
21%
of
the
performers’
buzz
and
won
her
a
spot
on
the
wish
list
for
Super
Bowl
51
HalXime
Show
• Drake
topped
the
Top
5
wish
list
for
Super
Bowl
51,
followed
by
JusUn
Bieber,
One
DirecUon,
Lady
Gaga,
and
Taylor
SwiH
THE
COMMERCIALS
• Tweets
about
commercials
shown
during
Super
Bowl
50
reached
a
total
of
1.7M
and
accounted
for
8%
of
the
overall
Super
Bowl
50
menQons
• The
Top
10
spots
drove
60%
of
the
overall
buzz
around
the
commercials
• Mountain
Dew’s
#PuppyMonkeyBaby
earned
the
top
spot
among
the
Top
10
with
a
share
of
voice
of
26%,
followed
by
Doritos’
Ultrasound
ad
and
T-­‐Mobile’s
#YouGotCarriered
H.
Drake
with
22%
and
12%,
respecQvely
REPORT
SUMMARY
SUPER
BOWL
50
|
TWITTER
REPORT
BY
SYSOMOS
|
FEBRUARY
7,
2016
2

3. 36%
60%
4%
Regular
Tweet
Re-­‐Tweets
@reply
91%
8%
1%
1
Tweet
2-­‐4
Tweets
5
or
more
TOTAL
BRONCOS
PANTHERS
HALFTIME
SHOW
COMMERCIALS
NUMBER
OF
TWEETS
21.8M
3.7M
(17%)
3.3M
(15%)
4.8M
(22%)
1.5M
(7%)
ESTIMATED
REACH
87B
22B
(25%)
13B
(15%)
13.2B
(15%)
9.1B
(10%)
BRONCOS
17%
PANTHERS
15%
HALFTIME
SHOW
22%
OTHER
39%
COMMERCI
ALS
7%
GENDER
SPLIT
41
%
59
%
TWEET
TYPES
ENGAGEMENT
LEVEL
DASHBOARD
WORD
CLOUD*
3SUPER
BOWL
50
|
TWITTER
REPORT
BY
SYSOMOS
|
FEBRUARY
7,
2016
5.3M
2.1M
1.7M
852.5K
588.3K
457.9K
450K
339.4K
189.5K
161.8K
#sb50
#esurancesweepstakes
#superbowl
#broncos
#keeppounding
#pepsihalXime
#superbowlsunday
#superbowl50
#halXimeshow
#panthers
TOTAL
MENTIONS:
21.8M
ESTIMATED
REACH:
87B
impressions
TOP
HASHTAGS
BUZZGRAPH
*
Super
Bowl
50
and
related
keywords
have
been
removed
from
the
word
cloud

4. 0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
6pm 6:10 6:20 6:30 6:40 6:50 7:00 7:10 7:20 7:30 7:40 7:50 8:00 8:10 8:20 8:30 8:40 8:50 9:00 9:10 9:20 9:30 9:40 9:5010:0010:1010:2010:3010:4010:5011:0011:1011:2011:3011:4011:5012am
4
SUPER
BOWL
BUZZ
ANALYSIS
SUPER
BOWL
50
|
TWITTER
REPORT
BY
SYSOMOS
|
FEBRUARY
7,
2016
OVERVIEW
• 82%
of
Super
Bowl
50
TwiYer
buzz
was
generated
between
6pm
and
12am
EST
on
February
7-­‐8
(17.9M
tweets)
• The
highest
volume
of
tweets
occurred
between
8:31pm
and
8:50pm
(3.2M
tweets)
during
the
Super
Bowl
50
HalXime
Show
• Tweets
about
the
Broncos
winning
the
Vince
Lombardi
trophy
drove
the
third
highest
spike
around
10:30PM
(1.1M
tweets)
• TwiYer
acQvity
slowed
down
unQl
shortly
before
12am
when
Cam
Newton’s
exit
from
the
post-­‐game
press
conference
started
trending
#EsuranceSweepstakes
Pepsi
HalXime
Show
X.
Coldplay,
Bruno
Mars
and
Beyoncé
Denver
Broncos
win
SB50
/
#EsuranceSweeptakes
Panthers’
Cam
Newton
exits
post-­‐game
press
conference
Broncos
score
a
touchdown,
take
24-­‐10
lead
Fan
tweets
showing
support
for
their
favorite
team
ReacQons
to
officials’
ruling
Newton’s
pass
to
Cotchery
incomplete
(as
not
a
catch)
Panthers’
Stewart
scores
a
touchdown

5. MOST
RETWEETED
TWEETS
SUPER
BOWL
BUZZ
ANALYSIS
8SUPER
BOWL
50
|
TWITTER
REPORT
BY
SYSOMOS
|
FEBRUARY
7,
2016
SENTIMENT
DRIVERS
ANALYSIS
29%
27%
18%
11%
15%
TEAM/
PLAYER
SUPPORT
ARTISTS
SUPPORT
PERFORMANCE
REACTIONS
PERFORMANCE
ANTICIPATION
OTHER
34%
31%
16%
12%
7%
TEAM/
PLAYER
DISLIKE
EVENT
RECEPTION
ADS
ARTISTS/
PERFORMANCE
RECEPTION
OTHER
SENTIMENT
SCORE
RETWEETS
57,698
LIKES
128,163
RETWEETS
76,769
LIKES
82,272
RETWEETS
42,083
LIKES
69,723
RETWEETS
45,089
LIKES
55,099
POS,
34%
NEU,
50%
NEG,
16%

6. TEAM
ANALYSIS

7. +2,330
+4,426
+8,875
+15,337
+6,789
+15,555
+10,846 +10,146
0
5,000
10,000
15,000
20,000
31-Jan 1-Feb 2-Feb 3-Feb 4-Feb 5-Feb 6-Feb 7-Feb
48%
49%
3%
Regular
Tweet
Re-­‐Tweets
@reply
93%
7%
0%
1
Tweet
2-­‐4
Tweets
5
or
more
DENVER
BRONCOS
VS
CAROLINA
PANTHERS
8SUPER
BOWL
50
|
TWITTER
REPORT
BY
SYSOMOS
|
FEBRUARY
7,
2016
BRONCOS
53%
PANTHER
S
47%
0
100,000
200,000
300,000
400,000
500,000
600,000
6pm
6:10
6:20
6:30
6:40
6:50
7:00
7:10
7:20
7:30
7:40
7:50
8:00
8:10
8:20
8:30
8:40
8:50
9:00
9:10
9:20
9:30
9:40
9:50
10:00
10:10
10:20
10:30
10:40
10:50
11:00
11:10
11:20
11:30
11:40
11:50
12am
BRONCOS PANTHERS
@PANTHERS
FOLLOWER
GROWTH
Follower
Growth
(Feb.
7):
+10,448
Avg
Daily
Follower
Growth
(Jan.
31
–
Feb.
6):
+9,084
FAN
TWEET
TYPES
FAN
ENGAGEMENT
LEVEL
53%
41%
6%
Regular
Tweet
Re-­‐Tweets
@reply
90%
9%
1%
1
Tweet
2-­‐4
Tweets
5
or
more
FAN
TWEET
TYPES
FAN
ENGAGEMENT
LEVEL
@BRONCOS
FOLLOWER
GROWTH
Follower
Growth
(Feb.
7):
+10,146
Avg
Daily
Follower
Growth
(Jan.
31
–
Feb.
6):
+9,165
#BeatThePanthers
tweets
Last
#OrangeFriday
of
the
season
+5,085
+2,892
+15,886
+10,545 +9,595 +9,242 +10,340 +10,448
0
5,000
10,000
15,000
20,000
31-Jan 1-Feb 2-Feb 3-Feb 4-Feb 5-Feb 6-Feb 7-Feb
Ron
Rivera’s
Press
Conference
@Panthers’
“Thank
You”
tweets
to
their
supporters
Broncos
win
Super
Bowl
50
Memes
about
Panthers’
Cam
Newton
Von
Miller
wins
MVP
Award
Comments
on
Cam
Newton’s
Performance

8. MOST
INFLUENTIAL
CELEB
TEAM
SUPPORTERS
8SUPER
BOWL
50
|
TWITTER
REPORT
BY
SYSOMOS
|
FEBRUARY
7,
2016
BRONCOS
PANTHERS
*
Based
on
number
of
followers

9. PANTHERS
BRONCOS
MOST
RETWEETED
10
RETWEETS
12,483
LIKES
22,407
RETWEETS
19,669
LIKES
21,659
RETWEETS
12,861
LIKES
18,539
RETWEETS
12,483
LIKES
29,565
RETWEETS
10,027
LIKES
13,483
RETWEETS
13,703
LIKES
9,376
RETWEETS
8,690
LIKES
20,030
SUPER
BOWL
50
|
TWITTER
REPORT
BY
SYSOMOS
|
FEBRUARY
7,
2016
RETWEETS
76,769
LIKES
82,272

10. HALFTIME
SHOW

11. LADY
GAGA
VS
THE
HALFTIME
SHOW
LINEUP*
SUPER
BOWL
51
HALFTIME
SHOW
WISH
LIST**
HALFTIME
SHOW
8SUPER
BOWL
50
|
TWITTER
REPORT
BY
SYSOMOS
|
FEBRUARY
7,
2016
0
100,000
200,000
300,000
400,000
8:30 8:32 8:34 8:36 8:38 8:40 8:42 8:44 8:46 8:48 8:50 8:52 8:54 8:56
Coldplay
open
the
Super
Bowl
50
HalXime
Show
Beyoncé
performs
her
new
song,
“FormaQon”
Drake
23%
OVERVIEW
• The
Super
Bowl
50
HalXime
Show
generated
4.8M
tweets
(up
60%
from
last
year)
and
accounted
for
22%
of
the
overall
Super
Bowl
menUons
on
February
7
• The
collecUve
buzz
about
Coldplay,
Bruno
Mars,
and
Beyoncé
surpassed
menQons
of
Katy
Perry’s
performance
last
year
by
135%,
however
Beyoncé
(1.8M
tweets)
was
the
only
one
to
outperform
Katy
Perry
(1.7M
tweets)
• Beyoncé
was
the
most
popular
performer
of
the
night
with
37%
of
the
overall
arQst
menQons
and
three
of
the
Top
10
halXime
show
hashtags.
Lady
Gaga’s
rendiQon
of
the
naQonal
anthem
drove
21%
of
the
performers’
buzz
and
won
her
a
spot
on
the
wish
list
for
Super
Bowl
51
HalXime
Show
795,382
413,265
249,982
140,419
106,422
102,941
101,369
93,854
42,905
37,111
#sb50
#pepsihalXime
#superbowl
#halXimeshow
#formaQon
#beyoncebowl
#beyonce
#coldplay
#superbowl50
#esurancesweepstakes
TOP
HASHTAGS
WORD
CLOUD
Beyoncé
37%
Taylor
SwiX
1.5%
Bruno
Mars
and
Beyoncé
join
the
stage
Coldplay,
Beyoncé
and
Bruno
Mars
perform
medley
of
songs
from
previous
HalXime
performers
Super
Bowl
50
HalXime
Show
ends
*
Based
on
5M
combined
number
of
tweets
for
all
performers
Coldplay
29%
Lady
Gaga
21%
**
Within
menQons
of
Super
Bowl
51’s
halXime
JusQn
Bieber
3%
One
DirecQon
2%
Lady
Gaga
2%
Viewer
reacQons
to
the
HalXime
Show
and
to
Beyoncé’s
World
Tour
announcement
Bruno
Mars
14%
*
Super
Bowl
50
and
related
keywords
have
been
removed
from
the
word
cloud

12. HALFTIME
SHOW
8SUPER
BOWL
50
|
TWITTER
REPORT
BY
SYSOMOS
|
FEBRUARY
7,
2016
SAMPLE
TWEETS
RETWEETS
10,660
LIKES
1,588
RETWEETS
12,203
LIKES
24,591
ADD
MOST
RT’D
HERE
RETWEETS
2,604
LIKES
23,353
RETWEETS
4,710
LIKES
9,448
RETWEETS
2,480
LIKES
4,681
RETWEETS
3,844
LIKES
5,267
RETWEETS
1,488
LIKES
1,946
RETWEETS
51,281
LIKES
56,680

13. SUPER
BOWL
50
COMMERCIALS

14. MOUNTAIN
DEW
#PUPPYMON
KEYBABY
26%
DORITOS
#ULTRASOU
ND
22%
T-­‐MOBILE
#YOUGOTCA
RRIERED
12%
T-­‐MOBILE
#BALLOGIZE
10%
AVOCADOS
FROM
MEXICO
6%
ESURANCE*
5%
MINI
5%
BUDWEISER
#GIVEADAM
N
5%
POKEMON
5%
TACO
BELL
4%
TOP
COMMERCIAL
SENTIMENT
&
AUDIENCE
–
#PUPPYMONKEYBABY
TOP
10
COMMERCIALS
57%
of
the
overall
commercial
menQons
DASHBOARD
3SUPER
BOWL
50
|
TWITTER
REPORT
BY
SYSOMOS
|
FEBRUARY
7,
2016
332K
116.5K
87.6K
46.3K
44.8K
32.2K
29.6K
28.3K
24.8K
20.5K
#sb50
#puppymonkeybaby
#superbowl
#avosinspace
#ad
#ballogize
#superbowlcommercials
#giveadamn
#doritos
#pokemon20
TOP
10
HASHTAGS
OVERVIEW
• Tweets
about
the
Super
Bowl
50
commercials
reached
a
total
of
over
1.7M
menUons,
57%
of
which
were
driven
by
the
Top
10
commercials
• Mountain
Dew’s
#PuppyMonkeyBaby
spot
emerged
as
the
most
menQoned
among
the
Top
10
commercials
with
a
share
of
voice
of
26%
• Doritos’
Ultrasound
ad
and
T-­‐Mobile’s
#YouGotCarriered
ranked
2nd
and
3rd,
with
22%
and
12%,
respecQvely
#PUPPYMONKEYBABY
• Mountain
Dew’s
ad
scored
13%
posiUve
and
39%
negaUve
senQment
• 86%
of
posiUve
menUons
were
driven
by
users’
general
posiQve
recepQon
of
the
commercial,
while
48%
of
negaQve
content
was
associated
with
keywords
such
as
“nightmares”,
“creepy”,
“terrified”
etc.
39%
86%
8%
6%
POSITIVE
RECEPTION
AD
EFFECTIVENESS
AD
RECOMMENDATION
48%
45%
7%
SCARY/TOO
BIZZARE
GENERAL
DISLIKE
NEGATIVE
IMPACT
ON
PURCHASE
INTENT
13%
49
%
51
%
49
%
51
%
*
Excludes
tweets
containing
#EsuranceSweepstakes,
without
a
reference
to
“commercial”
or
related
terms

15. #PUPPYMONKEYBABY
OVERALL
MOST
RETWEETED
10
RETWEETS
22,097
LIKES
27,031
RETWEETS
35,030
LIKES
65,794
RETWEETS
25,844
LIKES
37,719
RETWEETS
3,061
LIKES
1,602
RETWEETS
8,910*
LIKES
20,439
RETWEETS
3,087
LIKES
2,598
SUPER
BOWL
50
|
TWITTER
REPORT
BY
SYSOMOS
|
FEBRUARY
7,
2016
*
EsQmated
number
of
RTs
on
February
7
RETWEETS
30,875
LIKES
33,530
RETWEETS
13,338
LIKES
1,006