TipTop In-depth Coverage

Search for Tips

Visit TipTop's Blog to learn more about TipTop's In-depth Coverage pages

SuperBowl Ad Sentiment - A TipTop Summary

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

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

SuperBowl Ad Sentiment - A TipTop Summary

Related Links

Highlights

Details

Brands with Extreme Sentiment