Twitter users rank Super Bowl commercials

Feb. 5, 2014

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Corey Broman-Fulks
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corey.broman-fulks@emory.edu

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Budweiser was the number one commercial in terms of the total number of tweets the brands received.

The online buzz from this year's Super Bowl commercials is still resonating as companies hope their ads boost brand awareness, especially after spending $4 million on a 30-second spot. Manish Tripathi, marketing professor in Emory's Goizueta Business School, analyzed all the mentions on Twitter to understand how the commercials are being received.

Tripathi collected tweets from 6 p.m. Sunday, Feb. 2 until 8 a.m. Monday, Feb. 3. In terms of the total number of tweets the brands received, the top four are:

1.    Budweiser

2.    H&M

3.    Coca-Cola

4.    Doritos

He also looked at which companies received the higher ratio of positive to negative tweets. Those top four are:

1.    RadioShack

2.    Budweiser

3.    Oikos

4.    Wonderful Pistachios

Tripathi, co-founder of the Emory Sports Marketing Analytics team, says there were more tweets this year compared to last, but that's because there are more tweets in general. If you look at the Super Bowl's Twitter share of voice compared to last year, that number actually went down.

"That could be because of the quality of the game [or] because of the quality of the ads," says Tripathi. "I think if you did a year-by-year comparison, I would say this year the reaction to the ads was a little less positive than it was last year."