Social Media And The Super Bowl: Study Finds Women Drive Favorite Ads

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Super Bowl Media Scorecard

GRAND RAPIDS (WWJ) – Lambert, Edwards & Associates, a Grand Rapids public relations firm with offices in Detroit and Lansing, says men dominated social media discussions on the Super Bowl before the game — but once it started, women joined the conversation.

LE&A analyzed 39.5 million social media conversations about the Super Bowl that took place from 1 p.m. Sunday to 12:30 a.m. Monday Eastern time with an assist from Infegy, a social media monitoring and analytics firm based in Kansas City, Kan.

Complete results are available at http://www.lambert-edwards.com/superbowl.

Among the highlights:
* Gender distribution: Pre-game discussions were driven by men, who accounted for 67 percent of all posts. This shifted to 53 percent men, 47 percent women posting during the game.
* The top three most discussed commercials by volume were driven by posts from women: Women represented the majority of commentators for Budweiser’s Puppy Love, H&M’s TV Purchase, and Beat’s Goldilocks (featuring Ellen DeGeneres).
* Auto commercials: Chevy’s #Romance won by volume with 32,699 mentions, #Maserati was second with 26,804 mentions. Hyundai’s #SixthSense won by favorability with 88 percent of conversations positive. Jaguar’s #GoodToBeBad was also well received with 80 percent positive conversations.
* Half-time discussions: Parties and ads maintained their share of conversation volume from 2013. But halftime discussions were cut nearly in half. Bruno Mars and the Red Hot Chili Peppers apparently did not have the star power of Beyonce, or the shock of Beyonce reuniting with Destiny’s Child for her performance.
* Microblogs (Twitter and Facebook) were the preferred choice: Following a continued shift away from longer form social media platforms like blogs and forums, Twitter and Facebook accounted for 99 percent of the total conversation volume this year, the highest recorded in the last seven years.

More about LE&A at http://www.lambert-edwards.com. More about Infegy at infegy.com.

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