Super Bowl Ad Tweets Determine Brand Effectiveness
As WebProNews reported, Mullen and Radian6 partnered to launch BrandBowl2010, a Twitter/Super Bowl event that allowed users to see near real-time ratings of the Super Bowls commercials. The two companies have now released the results.
They determined that Doritos was the most effective brand to advertise during the Super Bowl, and that Budweiser Select55 was the least effective. The results were determined from 98,656 Tweets collected. The results from BrandBowl2010 were as follows:
The Top Ten Most Effective Brands on BrandBowl2010
3. Focus On Family
6. Bud Light
The Five Least Effective Brands on BrandBowl2010
1. Diamond Foods’ – Pop Secret
4. Michelob Ultra
5. Budweiser Select55
The top brands were judged on volume of tweets, and after the top three, the firms say there was a sharp drop-off. "Doritos won the title by virtue of dominating the sheer volume of tweets," the firms say. "That was enough to keep them ahead of Google, which had a higher percentage of positive tweets."
The BrandBowl site provided an overall ranking of the brands advertising on the game based on a composite score that takes into consideration both volume of tweets and sentiment (positive or negative).