A breakdown of social media during the 49th Super Bowl

The dust has settled and the 49th Super Bowl is over, but brands and marketers are still gauging the effects of their campaigns during one of the year’s biggest events for advertising – and there are a ton of places to look, judging by all of the different ways of measuring engagement and metrics.

For example, marketers can look at who’s watching their ad spots during pre-roll on YouTube and Facebook, and there are also plenty of companies who help marketers perform social listening to see whether they’re getting positive or negative sentiment for their campaigns. Then there are the ads that have garnered the most reaction over Twitter, Facebook, and mobile.

Some of the top ads of the year? In terms of the biggest boost in emotional lift, that distinction went to the “Like A Girl” ad for Always, which encouraged viewers to stop using the phrase “like a girl” in a derogatory way. McDonald’s also scored for the biggest increase in the volume of positive discussion around its brand, thanks to its “Lovin-” campaign.

The ad that garnered the most shares on Facebook, Twitter, and blogs went to “Lost Dog” by Budweiser, making it the third straight year Budweiser earned the honour. According to Unruly, an online video analytics company, “Lost Dog” earned almost 2.2 million shares and reposts as of Sunday, Feb. 1.

Budweiser also topped the list for most Twitter mentions during the Super Bowl event, garnering as many as as 197,800 during the game itself, according to Brandwatch, a social media data company. In second place was Nationwide with 161,100 mentions, most likely thanks to its ad for “Make Safe Happen,” which attracted a lot of negative sentiment when it first aired.

Advertisers weren’t the only ones to consider this year’s Super Bowl a success. Both YouTube and Facebook are trying to make a go of owning the space around online video, with YouTube citing the four million hours people spent watching Super Bowl-related content as close to twice as much time as 2014’s Super Bowl. The Google-owned property said it also netted a record amount of revenue, though that was undisclosed.

In its turn, Facebook is pointing to its success by saying that for its platform, this was the most active Super Bowl ever. About 65 million users posted 265 million posts, comments and likes, compared to 50 million users last year.

Head on over to the “Original Article Source” link for more from the Wall Street Journal, which has put together a pretty comprehensive roundup of the top ads and campaigns from Super Bowl XLIX.

Candice So
Candice So
Candice is a graduate of Carleton University and has worked in several newsrooms as a freelance reporter and intern, including the Edmonton Journal, the Ottawa Citizen, the Globe and Mail, and the Windsor Star. Candice is a dog lover and a coffee drinker.

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