The Sysomos Reports team takes a look at how Super Bowl XLIX played out in social media.

1. www.sysomos.com | @sysomos | fb.com/sysomos
FEBRUARY 1, 2015
SUPERBOWL XLIX
TWITTER REPORT

2. SUPER BOWL XLIX
 Super Bowl XLIX, the halftime show and the two competing teams generated a total of 16.7 million tweets on February 1
 This is about 8% lower compared to the number of tweets accumulated during the Super Bowl XLVIII on February 2, 2014
 56% of all tweets this year were retweeted posts, while 41% were original user tweets
 The social battle between the New England Patriots and the Seattle Seahawks ended with a close win for the Patriots by
14,000 tweets; The quarterbacks’ share of voice was split in 82% for Tom Brady and 18% for Russell Wilson
 Focusing on two of the more notable issues this year, the brawl that occurred during the last moments of the game
(43,574 tweets) was a more dominant topic compared to mentions about the #deflategate issue (32,545 tweets)
 Sentiment of tweets about the Super Bowl this year was generally favorable, with 58% of all posts (excluding neutral
content) being positive
HALFTIME SHOW
 Mentions about the Halftime Show were close to 3 million tweets; Katy Perry appeared in 39% of all halftime mentions,
compared to 2% for Lenny Kravitz and 8% for Missy Elliott
 In comparison, Bruno Mars and his SBXLVIII Halftime Show surfaced in 580,700 tweets on February 2, 2014
 Viewers’ sentiment about the Halftime Show was quite favorable, with 55% of conversations being positive
SUPER BOWL XLIX TWITTER MENTION REPORT | FEBRUARY 1, 2015 2
EXECUTIVE SUMMARY

3. 2,191,215
2,100,800
998,101
391,794
336,837
315,563
253,514
223,376
173,737
148,917
#sb49
#superbowl
#superbowlxlix
#seahawkswin
#patriotswin
#seahawks
#patriots
#superbowlsunday
#halftime
#gohawks
4 PM ET 5 PM 6 PM 7 PM 8 PM 9 PM 10 PM 11 PM
Below is an overview of mentions related to Super Bowl XLIX, the participating teams and other related Twitter data captured on February 1, 2015.
3
SUPER BOWL ONLY SEATTLE SEAHAWKS NEW ENGLAND PATRIOTS HALF TIME SHOW ADVERTISEMENT
TOTAL MENTIONS
(all sources)
10.7 M 3.6 M 3.6 M 3 M 922,929
TWITTER MENTIONS 10,745,702 (99.6%) 3,620,200 (99.4%) 3,634,208 (99.4%) 2,995,280 (99.6%) 914,410 (99.1%)
Idina Menzel sings
National Anthem
KICK OFF
Patriots
Touchdown
Katy Perry’s
Half Time Show Patriots touchdown
Patriots 28, Seahawks 24
Patriots are
Super Bowl
Champions
& Trophy
Presentation
DASHBOARD
SUPER BOWL XLIX TWITTER MENTION REPORT | FEBRUARY 1, 2015
GAME BREAKDOWN TOP HASHTAGS

4. 4
POSITIVE
7%
NEGATIVE
5%
NEUTRAL
88%
SUPER BOWL MENTIONS
SUPER BOWL XLIX TWITTER MENTION REPORT | FEBRUARY 1, 2015

5. 5
Super Bowl XLIX recorded an aggregate of 16.7 million mentions in
the reporting cycle. Twitter produced approximately 99.6% share
of voice among the monitored online media sources. Furthermore,
the breakdown of gender demographics of users showed that the
ratio of male to female contribution was approximately 3:2.
Posts from viewers who enjoyed various commercials (37%) and
favorable feedback on the Super Bowl halftime show (27%) were
the major drivers of positive content.
The majority of negative mentions contained either criticism for
some ads aired during Super Bowl XLIX (36%) or reactions of
viewers to the football game between the New England Patriots
and Seattle Seahawks (24%).
18% 18%
27%
37%
VIEWER
SATISFACTION
FAN
SUPPORT
HALFTIME
SHOW/
PERFORMERS
ADS
36%
24%
19%
13%
5%
3%
ADS GAMEPLAY DISFAVOR HALFTIME
SHOW/
PERFORMERS
VIEWER
DISSATIS
-FACTION
EXPENSIVE
TICKET
16.7 Million Mentions
WORD CLOUD
“Superbowl”, “Super”, “Bowl”, “SB49”, “Superbowl49”,
“SuperbowlXLIX”, “XLIX”, “Halftime”, “Half”, “Time”, and “2015”
have been excluded from Word Cloud results.
SUPER BOWL XLIX ANALYSIS
TOP RT’S
SUPER BOWL XLIX TWITTER MENTION REPORT | FEBRUARY 1, 2015
41%
56%
2%
Regular Tweet
Re-Tweets
@reply
Mention Type
41%
59%

6. 6
Online conversations about the Pepsi Half Time show generated 3
million Twitter mentions, accounting for about 18% of the overall
online content volume about Super Bowl XLIX. More than half (64%) of
these posts were RTs, while 33% were regular tweets.
Meanwhile, Katy Perry’s performance produced a total of 1.17 million
Twitter mentions - 39% of all Twitter content regarding the halftime
show.
In terms of sentiment, 11% of the Pepsi Half Time show content was
tagged as positive, 4% was negatively inclined, while the rest (85%)
bear no sentiment. Thirty six percent of the favorable mentions deem
Katy Perry’s performance as one of the best, if not the best halftime
performance ever. On the other hand, viewer dissatisfaction with the
half time performance and posts by Katy Perry haters make up 46% of
the unfavorable mentions about the halftime show.
1.07 Million Mentions
SUPER BOWL XLIX TWITTER MENTION REPORT | FEBRUARY 1, 2015
HALF TIME ANALYSIS
36%
30%
17% 17%
KATY PERRY
PERFORMANCE
PRODUCTION
VALUE
PAST HALFTIME
SHOWS
OTHER
24%
22% 22%
17%
8%
VIEWER
DISSATISFACTION
KATY PERRY
HATERS
GENERAL
UNFAVORABLE
MENTIONS
CHOICE OF
PERFORMERS
PREVIOUS
YEAR
COMPARISON
WORD CLOUD
“Superbowl”, “Super”, “Bowl”, “SB49”, “Superbowl49”,
“XLIX”, “Halftime”, “Half”, “Time”, “KatyPerry”,
“KatyPerry’s” “Katy”, “Perry” and “2015”
have been excluded from Word Cloud results.
TOP RT’S
33%
64%
3%
Regular Tweet
Re-Tweets
@reply
Mention Type
45%
55%

7. 590,863
337,967
308,579
183,291
162,023
137,275
93,579
75,018
62,643
34,028
#sb49
#seahawkswin
#seahawks
#superbowl
#superbowlxlix
#gohawks
#patriots
#seattleseahawks
#nevssea
#goseahawks
7
TOP RTs
@Seahawks Follower Growth
Average 60,710
New Followers/Month
@Patriots Follower Growth
Average 73,550
New Followers/Month
SUPER BOWL XLIX TWITTER MENTION REPORT | FEBRUARY 1, 2015
TEAM ANALYSIS
32%
68%
51%
42%
7%
Regular
Tweet
Re-Tweets
@reply
MENTION TYPE
47%
47%
6%
Regular
Tweet
Re-Tweets
@reply
MENTION TYPE
33%
67%
TOP RTs
TOP HASHTAGS TOP HASHTAGS
545,636
293,206
269,517
184,856
177,865
107,185
92,816
76,893
66,796
62,524
#sb49
#patriotswin
#patriots
#superbowl
#superbowlxlix
#gopats
#seahawks
#patsnation
#patriotsnation
#finishthejob

8. 8
APPENDIX

9. 9
SUPERBOWL OVERALL
"super bowl" OR superbowl OR "superbowl's" OR "super bowl's" OR sb49 OR superbowl49 OR superbowlxlix OR sbxlix OR superbowl2015 OR superbowl15 OR sb15
OR sb2015 OR superbowlsunday OR halftime OR “half-time” OR "half time" OR "hyped for halftime" OR hypedforhalftime OR superbowlhalftime OR pepsihalftime
OR pepsihalftimeshow OR pepsisuperbowl OR pepsisuperbowlhalftime OR pepsisuperbowlhalftimeshow OR superbowlhalftime OR superbowlhalftimeshow OR
halftimeshow OR superbowlad OR superbowlads OR superbowlcommercial OR superbowlcommercial OR sbcommercial OR sbcommercials OR seattle OR seahawks
OR seattleseahawks OR gohawks OR seahawksnation OR goseahawks OR "#hawks" OR "New England" OR Patriots OR newenglandpatriots OR NEpatriots OR
patriotsnation OR patsnation OR gopatriots OR gopats OR newengland OR tombrady OR "tom brady" OR russellwilson OR “russell wilson”
SUPERBOWL
("super bowl" OR superbowl OR sb49 OR superbowl49 OR superbowlxlix OR sbxlix OR superbowl2015 OR sb2015 OR superbowlsunday OR sb15 OR sb2015)
HALFTIME
halftime OR "half time" OR “half-time” OR "hyped for halftime" OR hypedforhalftime OR superbowlhalftime OR pepsihalftime OR pepsihalftimeshow OR
pepsisuperbowl OR pepsisuperbowlhalftime OR pepsisuperbowlhalftimeshow OR superbowlhalftime OR superbowlhalftimeshow OR halftimeshow OR (("super
bowl" OR superbowl OR "superbowl's" OR "super bowl's" OR sb49 OR superbowl49 OR superbowlxlix OR sbxlix OR superbowl2015 OR superbowl15 OR sb15 OR
sb2015 OR superbowlsunday) AND (katyperry OR perry OR “perry’s” OR “lenny kravitz” OR lennykravitz OR missyelliott OR “Missy Elliott”))
TEAM NEW ENGLAND PATRIOTS
("New England" OR Patriots OR newenglandpatriots OR NEpatriots OR patriotsnation OR patsnation OR gopatriots OR gopats OR newengland OR tombrady OR
"tom brady")
TEAM SEATTLE SEAHAWKS
Seattle OR seahawks OR seattleseahawks OR gohawks OR seahawksnation OR goseahawks OR "#hawks“ OR russellwilson OR “russell wilson”
SUPER BOWL XLIX TWITTER MENTION REPORT | FEBRUARY 1, 2015
SEARCH STRINGS