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2016 Super BowlAd Performance
SOCIAL INTELLIGENCE REPORT
Produced by OYE! Business Intelligence, LLC
Photo courtesy of nfl.com
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Actionable Insights:
OYE! is a language neutral solution that can analyze conversation in English, Spanglish and Spanish to
derive meaning from unstructured social conversation among Hispanics. OYE!’s natural language
processing solution is designed not only to identify Hispanics, but to also derive insights marketers can use
in planning campaign strategy, messaging and targeting.
The Solution:
Insights derived from social conversation by OYE! can provide key details into Hispanic consumers through
their own statements about brands through online conversation. OYE! analyzes that conversation to allow
brands to understand different aspects of where their most useful audience segments are. OYE! also
provides insights into how to create campaigns tailored to those groups of people.
Demographics
Build knowledge of
audience age,
geography and
gender through
social
conversations.
Psychographics
Know what those
who interact with a
brand like, follow
and share for use in
targeting and
content curation.
Keywords
Understand the
terms most
frequently used to
guide more authentic
content curation and
conversation.
Channel Insights
Understand both
where consumers
most favorably
interact with your
brand as well as
where your
competitors focus
their efforts.
The Value:
Leveraging insights from OYE! drives conversation tailored to the Hispanic consumer where they want it,
when they want it and how they want it. The result: Better conversion, lift and engagement resulting from
campaigns targeted to the Hispanics most influential over purchasing decisions for your brand.
15%
14%
Overview:
OYE! listens to consumers in their own space. Where they talk and share decisions online. Our reports
deliver insight on what Spanish speaking and bilingual Hispanics have to say about your brand and your
competitors. Understanding consumer attitudes towards brands, their products and their marketing efforts
provides our clients and partners with insights that inform marketing campaigns across digital channels.
Table of Contents
Page 4: Overall Conversation Volume
Page 5: Share of Voice and Gender Analysis
Page 6: Geolocation and Sentiment
Page 7: Language & Influencers
REPORT FOR Spanish Broadcasting System
2016 Super Bowl: Ad Performance
Methodology:
This analysis covers over 25,000 Hispanic verified conversations gathered from Twitter, Facebook and the
web at large about Super Bowl 50. All data came from conversations posted on February 7, 2016.
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SUPER BOWL 50 ANALYSIS
Overall Conversation Volume
79%
4%
3%
2%
1%
10%
Pepsi
.12%
Coca Cola
Mountain Dew
Miller Lite
Bud Light
Budweiser
Shock Top
34%
18%
9%
6%
6%
19%
Honda
4%
BMW
Hyundai
Buick
Audi
Kia
Toyota
Top Brands
Automotive Industry
Top Brands
Beverage Industry
Share of Voice
REPORT FOR Spanish Broadcasting System
2016 Super Bowl: Ad Performance
58%
5%
5%
4%
3%
20%
Doritos
3%
Taco Bell
Avocados From Mexico
Snickers
Skittles
Heinz
McDonald’s
76%
4%
4%
3%
1%
10%
T-Mobile
1%
Intuit
PayPal
Wix.com
Apartments.com
Amazon
SquareSpace
Top Brands
Technology Industry
Top Brands
Food & Snacks
Negative
Not Calculated
Neutral
Positive
• T-Mobile, supported by commercials featuring performers well known with the Hispanic community, had the most
positive sentiment among brands that led their respective industries.
Online conversation among US Hispanics for 2016 Super Bowl ads had strong volume primarily led by Pepsi while T-Mobile
conversation was overwhelmingly positive, at a higher proportion relative to the beverage brand.
OYE! analyzed all conversations per industry by quantity of Hispanic mentions. Pepsi had the highest share of voice with
the commercial and activation, #PepsiHalftime but had less positive sentiment compared to Honda which featured a
comedic ad starring singing sheep.
• T-Mobile and Doritos each had two commercials during Super Bowl 50 which helped these brands to lead online
Hispanic conversations within their respective industries.
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Share of Voice
REPORT FOR Spanish Broadcasting System
Female
Male
2016 Super Bowl: Ad Performance
Women led the overall US Hispanic conversation for Super Bowl commercials.
✦ Twitter was the channel that led all channels in use by Hispanics when talking about Super Bowl 50 commercials.
✦ Pepsi male Hispanic mentions show a high
number of retweets for the Coldplay &
Beyonce performance
✦ Honda’s singing sheep commercial was a
conversation driver among males
✦ T-Mobile, supported by commercials
featuring the rapper Drake and Steve
Harvey led overall positive sentiment
Share of Voice and Gender Analysis
61%
39%
Gender Analysis
0 2,000 4,000 6,000 8,000 10,000 12,000
Heinz
Mountain Dew
Coca Cola
Pokemon
Doritos
Budweiser
T-Mobile
Pepsi
Positive Negative Neutral
Overall conversation among US Hispanics for 2016 Super Bowl ads was led by the Pepsi campaign with T-Mobile
conversation coming in second. Pokémon, celebrating its 20th anniversary, also resonated well with Hispanics and was the
fifth most discussed commercial among Hispanics.
Geolocation and Sentiment
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A high level of neutral posts throughout the analysis for all brands shows an opportunity to convert neutral sentiment
into positive during next year’s Super Bowl.
✦ Neutral sentiment was driven by the tendency by consumers to share content that was informational and not
written in an upbeat tone
Conversations among U.S. Hispanics for Super Bowl 50 had the largest volume of conversations on the west coast in
southern California while also being spread out among Texas and along the east coast.
Sentiment Sentiment
Sentiment Analysis
Geolocation Analysis
REPORT FOR Spanish Broadcasting System
FemaleMale
For further details on specific sentiment analysis per brand, contact OYE! at [email protected]
2016 Super Bowl: Ad Performance
40%
4%
56%
23%
2%
75%
Top 5 Cities
New York, NY 14%
Los Angeles, CA 10%
Houston, TX 5%
Miami, FL 4%
Chicago, IL 4%
Overall Conversation Language
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Online Influencers for Super Bowl 50
Language Analysis
93%
7%
English
Bilingual
Raini Rodriguez
Actress. Singer. Director.
https://twitter.com/Raini_Rodriguez
Twitter Followers: 1.22M
Los Angeles, CA
Gustavo Dudamel
Music Conductor
https://twitter.com/GustavoDudamel
Twitter: 692K followers
New York, NY
Ja’Crispy Vulcano
Comedian
https://twitter.com/SalVulcano
Twitter: 556K Followers
Staten Island NY
REPORT FOR Spanish Broadcasting System
96%
4%
English
Bilingual
Jose Andres
Chef
https://twitter.com/chefjoseandres
Twitter: 355K followers
Washington, DC
Louis Velazquez
UCW Radio Host
https://twitter.com/louisvelazquez
Twitter: 265K Followers
N/A
Brian Moran
Menswear Connoisseur
https://twitter.com/brianmoran/
Twitter: 201K Followers
New York, NY
For an additional list of influencers, contact OYE! at [email protected] or visit http://oyeintelligence.com/#products
It is important to note from previous OYE! analysis that brands that lead conversations in Spanish tend to drive much higher levels of Spanish
mentions then peer brands that post exclusively in English.
2016 Super Bowl: Ad Performance
Language Language
FemaleMale
Based on the data collected and analyzed, Hispanics tended to discuss Super Bowl 50 commercials in English. All
mentions collected for this study were required to include a mention of the word ‘Super Bowl’ ‘#SB50’ or several other
variations of the proper name indicating it as a Super Bowl mention. As any post containing at least 1 word of English and
1 word of Spanish is considered bilingual, all Hispanic mentions were considered either English or Bilingual in this study.
THANK YOU!
Max Ramirez Natasha Pongonis
[email protected] [email protected]
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REPORT FOR Spanish Broadcasting System
2016 Super Bowl: Ad Performance
