Astute Solutions Measures How Super Bowl™ Ads Resonated with Social Media Audience

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Social media monitoring tool provides real-time insights into Super Bowl™ advertisements

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It also measures the sentiment of these posts, which provided a very clear picture of just what consumers thought about this year’s ads.

With the aid of their social media monitoring tool, Astute Solutions collected brand specific, real-time information surrounding the highly competitive Super Bowl™ advertisement arena. In a period that included the Super Bowl™ to four days afterward, the SRM Solutions provider was able to capture insightful conversations and reactions from over 150 million social websites.

While several research firms were conducting typical surveys centered on gauging the reactions of game-day Super Bowl™ watchers, the Astute SRM Social Media Monitoring tool was able to measure reactions in real time. The SRM tool monitored blogs, Twitter, Facebook, YouTube and review sites, searching for relevant conversations about the brands being promoted in the Super Bowl™ commercials.

“Our Astute SRM tool not only has the ability to gather social media mentions about targeted brands from the millions of social websites it monitors,” said Rob Barnhart, Director of Marketing at Astute Solutions. “But it also measures the sentiment of these posts, which provided a very clear picture of just what consumers thought about this year’s ads.”

For instance, according to the results provided by Astute Solutions, two of the more talked about brands, Doritos ® and Bud Light Platinum ®, saw 76,503 and 12,490 social media mentions respectively on Sunday. With the ability to track comments, posts, and rankings, their social media monitoring tool was able to gauge that only a fraction of these responses held a negative connotation.

The social media management tool was able to go beyond capturing the mere likability and recall value of certain brand specific advertisements. Because of their ability to filter through conversations and measure true sentiments, Astute Solutions was able to offer insight into just how people were responding.

“Not only does SRM provide a high level look at brand mentions, but it does an excellent job at breaking down exactly what individual consumers were saying both during and after the game.”

The feedback from the Astute SRM Social Media Monitoring tool includes specific insights into why commercials may have been received positively or negatively. Bud Light ® earned high praise for using a real rescue dog in their commercial, while Fiat ® was criticized for trying to draw a parallel between good looking women and a high-performance sports car.

In an advertising arena where the investment can run as high as $3.5 million for a single spot, these social media monitoring insights may prove invaluable for advertisers looking to maximize their investment.

For a look into exactly how the some of the most talked about Super Bowl™ advertisements were resonating with the social media audience, Astute Solutions has published some results from their annual study: http://blog.astutesolutions.com/bid/77863/The-Social-Bowl-2012-Brand-Mash-Up-Who-Took-the-Commercial-Crown

About Astute Solutions
Astute Solutions enables the customer experience management strategies of industry-leading companies around the world. Its customer relationship management, contact center, social CRM, and mobile customer care solutions enhance customer retention, inspire advocacy and increase operational efficiency. With Astute's solutions, organizations transform cross-channel customer feedback into actionable insight that drives continuous improvement, innovation and competitive advantage. Through high quality, proactive and personalized interactions, they build meaningful and long-lasting customer relationships. To learn more, visit http://www.astutesolutions.com.

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Rob Barnhart
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