During a 12-hour window spanning the most-watched SuperBowl ever, TipTop
Technologies collected a sample of about 375,000 tweets mentioning one of the
33 brands that advertised during the game. This data was semantically analyzed
and classified into various emotional categories based on the chief sentiment
(e.g. anger) expressed in the tweet. By slicing and dicing this data along
different dimensions, TipTop was able to discover unique insights about the
public reaction to the SuperBowl ads that go beyond counting the number of
tweets (or Facebook likes) that individual brands received.
See full press release
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Highlights
Most Controversial -- Groupon
Most Liked -- Kia
Most Hated -- GoDaddy
Most Funny -- Groupon and Pepsi
Details
ACTUAL NUMBER OF TWEETS
| Brand | sadness | happiness | love | fear | excitement | confidence | shame | hate | anger | loneliness | pride | humorousness | sensuousness | TOTAL | % |
| audi | 101 | 463 | 527 | 17 | 52 | 51 | 40 | 25 | 144 | 50 | 38 | 203 | 54 | 1765 | 0.04 |
| bestbuy | 101 | 1514 | 633 | 37 | 48 | 12 | 21 | 46 | 29 | 110 | 16 | 362 | 16 | 2945 | 0.07 |
| bmw | 68 | 214 | 158 | 23 | 46 | 3 | 5 | 26 | 5 | 16 | 2 | 11 | 17 | 594 | 0.01 |
| bridgestone | 32 | 216 | 529 | 38 | 17 | 36 | 25 | 18 | 8 | 20 | 20 | 322 | 0 | 1281 | 0.03 |
| budlight | 87 | 266 | 195 | 16 | 13 | 16 | 14 | 43 | 48 | 42 | 16 | 198 | 14 | 968 | 0.02 |
| carmax | 16 | 72 | 82 | 6 | 10 | 21 | 2 | 10 | 13 | 25 | 8 | 186 | 0 | 451 | 0.01 |
| chrysler | 267 | 917 | 2673 | 122 | 194 | 182 | 1338 | 113 | 559 | 331 | 755 | 151 | 48 | 7650 | 0.18 |
| coke | 94 | 491 | 269 | 7 | 1 | 28 | 66 | 94 | 23 | 24 | 2 | 74 | 101 | 1274 | 0.03 |
| doritos | 64 | 205 | 168 | 9 | 34 | 28 | 24 | 30 | 61 | 19 | 9 | 220 | 0 | 871 | 0.02 |
| gm | 114 | 464 | 210 | 56 | 37 | 52 | 34 | 27 | 46 | 25 | 15 | 5 | 10 | 1095 | 0.03 |
| godaddy | 116 | 688 | 533 | 81 | 65 | 92 | 149 | 580 | 44 | 60 | 6 | 307 | 167 | 2888 | 0.07 |
| groupon | 404 | 355 | 1071 | 279 | 146 | 310 | 236 | 357 | 1052 | 432 | 19 | 1251 | 22 | 5934 | 0.14 |
| homeaway | 12 | 86 | 82 | 11 | 12 | 32 | 10 | 19 | 22 | 2 | 4 | 166 | 0 | 458 | 0.01 |
| kia | 19 | 217 | 646 | 53 | 25 | 46 | 2 | 31 | 18 | 20 | 13 | 14 | 9 | 1113 | 0.03 |
| mars | 128 | 650 | 394 | 20 | 34 | 24 | 13 | 41 | 28 | 25 | 1 | 13 | 10 | 1381 | 0.03 |
| mercedes | 45 | 316 | 427 | 22 | 61 | 42 | 47 | 56 | 15 | 43 | 12 | 156 | 4 | 1246 | 0.03 |
| motorola | 100 | 267 | 436 | 10 | 99 | 766 | 43 | 51 | 21 | 169 | 8 | 112 | 1 | 2083 | 0.05 |
| pepsi | 223 | 1014 | 495 | 63 | 80 | 43 | 25 | 103 | 587 | 102 | 29 | 1009 | 130 | 3903 | 0.09 |
| pizzahut | 64 | 382 | 87 | 31 | 10 | 34 | 4 | 49 | 42 | 25 | 7 | 14 | 0 | 749 | 0.02 |
| sketchers | 78 | 810 | 769 | 109 | 22 | 57 | 109 | 158 | 104 | 42 | 43 | 103 | 641 | 3045 | 0.07 |
| waltdisney | 19 | 222 | 234 | 18 | 152 | 21 | 6 | 33 | 44 | 29 | 2 | 5 | 8 | 793 | 0.02 |
| TOTAL | 2152 | 9829 | 10618 | 1028 | 1158 | 1896 | 2213 | 1910 | 2913 | 1611 | 1025 | 4882 | 1252 | 42487 | |
| % | 0.05 | 0.23 | 0.25 | 0.02 | 0.03 | 0.04 | 0.05 | 0.04 | 0.07 | 0.04 | 0.02 | 0.11 | 0.03 | | |
ACTUAL/EXPECTED
| Brand | sadness | happiness | love | fear | excitement | confidence | shame | hate | anger | loneliness | pride | humorousness | sensuousness |
| audi | 0.65 | 2.98 | 3.39 | 0.11 | 0.33 | 0.33 | 0.26 | 0.16 | 0.93 | 0.32 | 0.24 | 1.3 | 0.35 |
| bestbuy | 0.65 | 9.73 | 4.07 | 0.24 | 0.31 | 0.08 | 0.13 | 0.3 | 0.19 | 0.71 | 0.1 | 2.33 | 0.1 |
| bmw | 0.44 | 1.38 | 1.02 | 0.15 | 0.3 | 0.02 | 0.03 | 0.17 | 0.03 | 0.1 | 0.01 | 0.07 | 0.11 |
| bridgestone | 0.21 | 1.39 | 3.4 | 0.24 | 0.11 | 0.23 | 0.16 | 0.12 | 0.05 | 0.13 | 0.13 | 2.07 | 0 |
| budlight | 0.56 | 1.71 | 1.25 | 0.1 | 0.08 | 0.1 | 0.09 | 0.28 | 0.31 | 0.27 | 0.1 | 1.27 | 0.09 |
| carmax | 0.1 | 0.46 | 0.53 | 0.04 | 0.06 | 0.13 | 0.01 | 0.06 | 0.08 | 0.16 | 0.05 | 1.2 | 0 |
| chrysler | 1.72 | 5.89 | 17.18 | 0.78 | 1.25 | 1.17 | 8.6 | 0.73 | 3.59 | 2.13 | 4.85 | 0.97 | 0.31 |
| coke | 0.6 | 3.15 | 1.73 | 0.04 | 0.01 | 0.18 | 0.42 | 0.6 | 0.15 | 0.15 | 0.01 | 0.48 | 0.65 |
| doritos | 0.41 | 1.32 | 1.08 | 0.06 | 0.22 | 0.18 | 0.15 | 0.19 | 0.39 | 0.12 | 0.06 | 1.41 | 0 |
| gm | 0.73 | 2.98 | 1.35 | 0.36 | 0.24 | 0.33 | 0.22 | 0.17 | 0.3 | 0.16 | 0.1 | 0.03 | 0.06 |
| godaddy | 0.75 | 4.42 | 3.42 | 0.52 | 0.42 | 0.59 | 0.96 | 3.73 | 0.28 | 0.39 | 0.04 | 1.97 | 1.07 |
| groupon | 2.6 | 2.28 | 6.88 | 1.79 | 0.94 | 1.99 | 1.52 | 2.29 | 6.76 | 2.78 | 0.12 | 8.04 | 0.14 |
| homeaway | 0.08 | 0.55 | 0.53 | 0.07 | 0.08 | 0.21 | 0.06 | 0.12 | 0.14 | 0.01 | 0.03 | 1.07 | 0 |
| kia | 0.12 | 1.39 | 4.15 | 0.34 | 0.16 | 0.3 | 0.01 | 0.2 | 0.12 | 0.13 | 0.08 | 0.09 | 0.06 |
| mars | 0.82 | 4.18 | 2.53 | 0.13 | 0.22 | 0.15 | 0.08 | 0.26 | 0.18 | 0.16 | 0.01 | 0.08 | 0.06 |
| mercedes | 0.29 | 2.03 | 2.74 | 0.14 | 0.39 | 0.27 | 0.3 | 0.36 | 0.1 | 0.28 | 0.08 | 1 | 0.03 |
| motorola | 0.64 | 1.72 | 2.8 | 0.06 | 0.64 | 4.92 | 0.28 | 0.33 | 0.13 | 1.09 | 0.05 | 0.72 | 0.01 |
| pepsi | 1.43 | 6.52 | 3.18 | 0.4 | 0.51 | 0.28 | 0.16 | 0.66 | 3.77 | 0.66 | 0.19 | 6.48 | 0.84 |
| pizzahut | 0.41 | 2.45 | 0.56 | 0.2 | 0.06 | 0.22 | 0.03 | 0.31 | 0.27 | 0.16 | 0.04 | 0.09 | 0 |
| sketchers | 0.5 | 5.2 | 4.94 | 0.7 | 0.14 | 0.37 | 0.7 | 1.02 | 0.67 | 0.27 | 0.28 | 0.66 | 4.12 |
| waltdisney | 0.12 | 1.43 | 1.5 | 0.12 | 0.98 | 0.13 | 0.04 | 0.21 | 0.28 | 0.19 | 0.01 | 0.03 | 0.05 |
EXPECTED/ACTUAL
| Brand | sadness | happiness | love | fear | excitement | confidence | shame | hate | anger | loneliness | pride | humorousness | sensuousness |
| audi | 1.54 | 0.34 | 0.3 | 9.15 | 2.99 | 3.05 | 3.89 | 6.23 | 1.08 | 3.11 | 4.1 | 0.77 | 2.88 |
| bestbuy | 1.54 | 0.1 | 0.25 | 4.21 | 3.24 | 12.97 | 7.41 | 3.38 | 5.37 | 1.41 | 9.73 | 0.43 | 9.73 |
| bmw | 2.29 | 0.73 | 0.99 | 6.77 | 3.38 | 51.88 | 31.13 | 5.99 | 31.13 | 9.73 | 77.82 | 14.15 | 9.15 |
| bridgestone | 4.86 | 0.72 | 0.29 | 4.1 | 9.15 | 4.32 | 6.23 | 8.65 | 19.45 | 7.78 | 7.78 | 0.48 | 0 |
| budlight | 1.79 | 0.59 | 0.8 | 9.73 | 11.97 | 9.73 | 11.12 | 3.62 | 3.24 | 3.71 | 9.73 | 0.79 | 11.12 |
| carmax | 9.73 | 2.16 | 1.9 | 25.94 | 15.56 | 7.41 | 77.82 | 15.56 | 11.97 | 6.23 | 19.45 | 0.84 | 0 |
| chrysler | 0.58 | 0.17 | 0.06 | 1.28 | 0.8 | 0.86 | 0.12 | 1.38 | 0.28 | 0.47 | 0.21 | 1.03 | 3.24 |
| coke | 1.66 | 0.32 | 0.58 | 22.23 | 155.63 | 5.56 | 2.36 | 1.66 | 6.77 | 6.48 | 77.82 | 2.1 | 1.54 |
| doritos | 2.43 | 0.76 | 0.93 | 17.29 | 4.58 | 5.56 | 6.48 | 5.19 | 2.55 | 8.19 | 17.29 | 0.71 | 0 |
| gm | 1.37 | 0.34 | 0.74 | 2.78 | 4.21 | 2.99 | 4.58 | 5.76 | 3.38 | 6.23 | 10.38 | 31.13 | 15.56 |
| godaddy | 1.34 | 0.23 | 0.29 | 1.92 | 2.39 | 1.69 | 1.04 | 0.27 | 3.54 | 2.59 | 25.94 | 0.51 | 0.93 |
| groupon | 0.39 | 0.44 | 0.15 | 0.56 | 1.07 | 0.5 | 0.66 | 0.44 | 0.15 | 0.36 | 8.19 | 0.12 | 7.07 |
| homeaway | 12.97 | 1.81 | 1.9 | 14.15 | 12.97 | 4.86 | 15.56 | 8.19 | 7.07 | 77.82 | 38.91 | 0.94 | 0 |
| kia | 8.19 | 0.72 | 0.24 | 2.94 | 6.23 | 3.38 | 77.82 | 5.02 | 8.65 | 7.78 | 11.97 | 11.12 | 17.29 |
| mars | 1.22 | 0.24 | 0.4 | 7.78 | 4.58 | 6.48 | 11.97 | 3.8 | 5.56 | 6.23 | 155.63 | 11.97 | 15.56 |
| mercedes | 3.46 | 0.49 | 0.36 | 7.07 | 2.55 | 3.71 | 3.31 | 2.78 | 10.38 | 3.62 | 12.97 | 1 | 38.91 |
| motorola | 1.56 | 0.58 | 0.36 | 15.56 | 1.57 | 0.2 | 3.62 | 3.05 | 7.41 | 0.92 | 19.45 | 1.39 | 155.63 |
| pepsi | 0.7 | 0.15 | 0.31 | 2.47 | 1.95 | 3.62 | 6.23 | 1.51 | 0.27 | 1.53 | 5.37 | 0.15 | 1.2 |
| pizzahut | 2.43 | 0.41 | 1.79 | 5.02 | 15.56 | 4.58 | 38.91 | 3.18 | 3.71 | 6.23 | 22.23 | 11.12 | 0 |
| sketchers | 2 | 0.19 | 0.2 | 1.43 | 7.07 | 2.73 | 1.43 | 0.99 | 1.5 | 3.71 | 3.62 | 1.51 | 0.24 |
| waltdisney | 8.19 | 0.7 | 0.67 | 8.65 | 1.02 | 7.41 | 25.94 | 4.72 | 3.54 | 5.37 | 77.82 | 31.13 | 19.45 |
Brands with Extreme Sentiment