SuperBowl Ad Sentiment Sliced-n-Diced by TipTop Analytics

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TipTop Technologies today released the results of its SuperBowl 45 Ad Sentiment Analysis campaign

Sunnyvale, CA. February, 2011. TipTop Technologies today announced the results of its campaign to capture and analyze the public reaction towards the ads aired during SuperBowl 45. To generate these results, TipTop mined content from over 375,000 tweets collected in real-time during a 12-hour window spanning the game and the pre- and post-game shows.

TipTop's next-generation semantic and analytic tools looked for evidence in these tweets of emotional expressions towards any of the 33 brands that advertised during the SuperBowl. These expressions were then analyzed, scored, ranked, and normalized across different categories such as love, anger, and shame.

Some of the interesting findings of the analysis are:

Most Controversial Ad - Groupon
The number of angry responses to these ads were almost the same as those expressing love for them. Emotional expressions in both these categories for Groupon were fifteen times higher than those for an average ad.

Most Liked Ad - Kia
The Kia ad was loved ten times more than average and inspired thrice as much happiness as the average ad. Mars/Snickers was a close second, and interestingly, negative expressions (including anger, hate and shame) made up less than 20% of the total sentiments expressed for these brands.

Most Hated Ad -- GoDaddy
GoDaddy's ad received more than a quarter of the hate expressed across all ads. If the relative volumes of chatter for the brands are taken into account, this ratio falls slightly to just under a fifth, making it clearly the most hated brand.

Funniest Ad -- Groupon and Pepsi
This pair of brands accounted for more than two-thirds of the humorous expressions, with each drawing more than 10 times the laughs as the average brand. It is interesting that they drew an average of 10 times the average brand's share of angry comments as well.

More detailed results are available on the company's website http://www.feeltiptop.com.