News

Super Bowl Data: Which Brand is Already Winning?

Written on
Jan 31, 2014 
Author
Adotas  |

ADOTAS — Proprietary social data from Digimind Social shows which brand has already won consumer attention with their Super Bowl campaigns.

Digimind monitored online conversations from Jan. 24-Jan. 30. Most notably, it’s clear that teaser campaigns pay off in the court of public opinion and consumers care a lot about celebrity endorsements and puppies.

Here’s who’s winning overall in share of online conversations:

  • Oikos (25% of conversations monitored).
  • Audi (16% of conversations monitored).
  • Budweiser (9 % of conversations monitored).
  • Sodastream (7% of conversations monitored).
  • Coke (7% of conversations monitored).
  • Jaguar (7% of conversations monitored).

In the Yogurt Wars, Oikos is crushing Chobani, owning 95% of the conversation thanks to a “Full House” reunion and well-timed morning show circuit.

Here’s how the Auto Wars shape up:

  • Audi is a clear winner so far with 40% of mentions as social users latched onto its “Doberhuahua” hybrid.
  • Jaguar is a distant 2nd with 17% of mentions; it’s #goodtobebad hashtag is catching on.
  • Kia takes 3rd place with 12% of mentions.

In terms of overall sentiment, 83% of conversations around the ads are positive, while 12% is negative (you can’t win them all).

The brand that inspires the most positive reaction to already released campaign is Budweiser.

  • Budweiser’s puppy and Clydesdale ad is receiving 97% positive mentions and 0% negative (the extra 3% are neutral)
  • None of the other campaigns have 0% negative comments. Even with its “Full House” reunion, Oikos is trending 85% positive, 12% negative.





ADOTAS, founded in 2003, is a premier news publication focused on the Internet advertising and media industry. ADOTAS features a twice-daily email newsletter and web site and is proud to reach well over 100,000 advertising professionals monthly.

ADOTAS was acquired by New York Publishing Group Inc. in May 2007. Our emphasis is on providing the best news and information on media buying, planning, selling, technology and activities of the digital media business to the interactive advertising community. We are proud to have over 100 contributing writers, including the foremost experts in the field.

ADOTAS has built on a tradition of excellence to become the most trusted source of information among leaders in the online marketplace. Professionals read, comment and learn from our publication each day.

Reader Comments.

Leave a Comment

Add a comment

Tags: , , , , , , , , , , , , , , , and
Article Sponsor

More News