Super Bowl XLIV - Tracking the chatter

What happens when brands spend millions of dollars on a Super Bowl spot?
How does this translate into conversation on social networks like Twitter?
At the end of the day, which ads will perform best in the online social sphere?

Truth is, we're just not sure.

So we decided to use Squawq to track all of these brand mentions on Twitter. We don't quite know how this will work out—Twitter could crash, our data feed might be cut, the game might be called off due to a wide receiver clothing malfunction—but maybe we'll learn something in the process. This is an experiment, after all.

And that's what makes it interesting.

Final standings

Brand data from: February 7th, 2010
Winner: Frito-Lay / 21% of chatter
% of chatter
0
3
6
9
12
15
18
21
24
27
30
Anheuser-Busch
13%
23,515 mentions
Anheuser-Busch

13% Chatter

Query:
anheuser OR "bud light" OR Budweiser OR bud beer OR Michelob OR "Select 55"
Ad buy:
2x :30 for Budweiser, 4x :30 for Bud Light, 1x :30 spot for Michelob Ultra, 1x :30 for Select 55 / $24 Million*
Cost per tweet:
$1,021**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Audi of America
4%
7,835 mentions
Audi of America

4% Chatter

Query:
Audi OR "A3 TDI" OR greenpolice OR green police
Ad buy:
1x :30 for Audi A3 TDI / $3 Million*
Cost per tweet:
$383**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Boost Mobile
1%
2,481 mentions
Boost Mobile

1% Chatter

Query:
boost mobile
Ad buy:
1x :30 / $3 Million*
Cost per tweet:
$1,209**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Bridgestone Tires
1%
2,071 mentions
Bridgestone Tires

1% Chatter

Query:
bridgestone
Ad buy:
2x :30 / $6 Million*
Cost per tweet:
$2,897**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

CareerBuilder.com
1%
1,446 mentions
CareerBuilder.com

1% Chatter

Query:
careerbuilder
Ad buy:
2x :30 / $6 Million*
Cost per tweet:
$4,149**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Cars.com
1%
1,330 mentions
Cars.com

1% Chatter

Query:
"Cars.com"
Ad buy:
1x :30 / $3 Million*
Cost per tweet:
$2,256**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Chrysler
1%
1,477 mentions
Chrysler

1% Chatter

Query:
"dodge commercial" OR "dodge ad" OR "dodge spot" OR dodge super bowl OR dodge superbowl
Ad buy:
1x :60 for Dodge / $6 Million*
Cost per tweet:
$4,062**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Coca-Cola
6%
11,503 mentions
Coca-Cola

6% Chatter

Query:
coca cola OR coke
Ad buy:
2x :30 / $6 Million*
Cost per tweet:
$522**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Denny's
3%
5,291 mentions
Denny's

3% Chatter

Query:
Denny's OR dennys
Ad buy:
3x :30 / $9 Million*
Cost per tweet:
$1,701**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Diamond Foods
1%
941 mentions
Diamond Foods

1% Chatter

Query:
pop-secret OR "pop secret" OR popsecret OR emerald nuts OR emerald popcorn
Ad buy:
1x :30 for PopSecret and Emerald Nuts / $3 Million*
Cost per tweet:
$3,188**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Dr Pepper
0%
859 mentions
Dr Pepper

0% Chatter

Query:
"dr pepper" OR "doctor pepper"
Ad buy:
1x :30 for Dr Pepper Cherry / $3 Million*
Cost per tweet:
$3,492**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

E*Trade
3%
5,506 mentions
E*Trade

3% Chatter

Query:
etrade
Ad buy:
1x :30 / $3 Million*
Cost per tweet:
$545**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Electronic Arts
2%
3,009 mentions
Electronic Arts

2% Chatter

Query:
"electronic arts" OR electronicarts OR "dante's inferno" OR dantesinferno
Ad buy:
1x :30 for Dante's Inferno / $3 Million*
Cost per tweet:
$997**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Focus on the Family
4%
6,834 mentions
Focus on the Family

4% Chatter

Query:
"focus on the family" OR abortion superbowl OR pro-choice superbowl OR pro-life superbowl OR "tim tebow" OR "celebrate life" OR "celebrate family"
Ad buy:
1x :30 / $3 Million*
Cost per tweet:
$439**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Frito-Lay
21%
38,388 mentions
Frito-Lay

21% Chatter

Query:
doritos OR "crash the super bowl" OR "crash the superbowl"
Ad buy:
4x :30 for Doritos / $12 Million*
Cost per tweet:
$313**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

GoDaddy.com
3%
5,832 mentions
GoDaddy.com

3% Chatter

Query:
godaddy
Ad buy:
2x :30 / $6 Million*
Cost per tweet:
$1,029**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Google
4%
7,821 mentions
Google

4% Chatter

Query:
google superbowl OR google #sb44 OR google super bowl
Ad buy:
1x :30 / $3 Million*
Cost per tweet:
$384**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

HomeAway
0%
842 mentions
HomeAway

0% Chatter

Query:
homeaway OR chevy chase super bowl OR chevy chase superbowl
Ad buy:
1x :30 / $3 Million*
Cost per tweet:
$3,563**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Honda
1%
2,642 mentions
Honda

1% Chatter

Query:
honda
Ad buy:
2x :30 / $6 Million*
Cost per tweet:
$2,271**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Hyundai
1%
2,740 mentions
Hyundai

1% Chatter

Query:
hyundai OR hundai
Ad buy:
2x :30 / $6 Million*
Cost per tweet:
$2,190**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Intel
3%
5,229 mentions
Intel

3% Chatter

Query:
intel
Ad buy:
1x :30 / $3 Million*
Cost per tweet:
$574**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

KGB
0%
416 mentions
KGB

0% Chatter

Query:
542542 OR kgbkgb OR kgb superbowl OR kgb super bowl OR "kgb ad"
Ad buy:
1x :30 / $3 Million*
Cost per tweet:
$7,212**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Kia
2%
4,223 mentions
Kia

2% Chatter

Query:
kia
Ad buy:
1x :30 / $3 Million*
Cost per tweet:
$710**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Levi Strauss & Co.
3%
5,438 mentions
Levi Strauss & Co.

3% Chatter

Query:
dockers OR "I wear no pants"
Ad buy:
1x :30 for Dockers / $3 Million*
Cost per tweet:
$552**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Mars
3%
6,466 mentions
Mars

3% Chatter

Query:
snickers OR betty white superbowl OR betty white super bowl
Ad buy:
1x :30 for Snickers / $3 Million*
Cost per tweet:
$464**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Monster.com
1%
1,559 mentions
Monster.com

1% Chatter

Query:
monster super bowl OR monster superbowl OR monster.com OR beaver fiddle OR "fiddling beaver"
Ad buy:
1x :30 / $3 Million*
Cost per tweet:
$1,924**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Motorola
0%
692 mentions
Motorola

0% Chatter

Query:
motoblur OR motorola super bowl OR motorola superbowl
Ad buy:
1x :30 for Motoblur / $3 Million*
Cost per tweet:
$4,335**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

NFL
1%
1,348 mentions
NFL

1% Chatter

Query:
nfl ad OR nfl spot OR nfl commercial
Ad buy:
2x :30 / $6 Million*
Cost per tweet:
$4,451**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Qualcomm
2%
3,870 mentions
Qualcomm

2% Chatter

Query:
Flo TV OR flotv
Ad buy:
2x :30 for Flo TV / $6 Million*
Cost per tweet:
$1,550**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Teleflora
0%
613 mentions
Teleflora

0% Chatter

Query:
teleflora OR "talking flowers"
Ad buy:
1x :30 / $3 Million*
Cost per tweet:
$4,894**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

truTV
0%
472 mentions
truTV

0% Chatter

Query:
trutv OR "NFL Full Contact"
Ad buy:
1x :30 for NFL Full Contact / $3 Million*
Cost per tweet:
$6,356**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

U.S. Census Bureau
2%
3,539 mentions
U.S. Census Bureau

2% Chatter

Query:
census
Ad buy:
1x :30 / $3 Million*
Cost per tweet:
$848**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Unilever
4%
7,105 mentions
Unilever

4% Chatter

Query:
unilever OR dove OR manthem
Ad buy:
1x :30 for Dove Men Care / $3 Million*
Cost per tweet:
$422**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Vizio
3%
4,924 mentions
Vizio

3% Chatter

Query:
vizio OR beyonce super bowl OR beyonce superbowl
Ad buy:
1x :30 / $3 Million*
Cost per tweet:
$609**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Volkswagen
1%
1,976 mentions
Volkswagen

1% Chatter

Query:
volkswagen OR #vw OR punchdub OR "punch dub" OR "punch bug" OR "punch buggy" OR "slug bug" OR vw slugbug OR vw slug bug
Ad buy:
1x :30 / $3 Million*
Cost per tweet:
$1,518**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

Yum Brands
3%
4,957 mentions
Yum Brands

3% Chatter

Query:
"taco bell" OR tacobell OR "5 buck box" OR 5buckbox
Ad buy:
1x :30 for Taco Bell / $3 Million*
Cost per tweet:
$605**

* estimated at $3MM per 30-seconds
** tweet count may not be complete due to rate limiting

How we're tracking:

Abacus-trained defensive linemen, tabulating your tweets almost in real-time.

For each brand, we've constructed a search query that tracks keywords specific to that brand. For instance, for Coca-Cola, we're watching for all tweets that either contain the word "Coke," or both the words "Coca" and "Cola." As tweets come in, Squawq compares them against each brand's search terms and updates the results on the above graph. When everything is working perfectly, the results you see should be updated within minutes of a tweet being submitted to Twitter.


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