Looking Back: Big Game, Bigger Conversations | Super Bowl LVI Analysis

Published On: February 16, 2022By Categories: Events, InsightsTags:

More than 10 million viewers tuned in as the LA Rams brought home their second Super Bowl championship on Sunday evening.

Between those 10 million viewers – between commercial viewings and snack refills – over 5.5 million pieces of engagement were shared across Spiketrapped sources, including Twitch, Twitter, Reddit and other forums, news sources, and more.

In this article, we take a deep dive into the online conversations that took place during the Super Bowl, touching on areas including the halftime show, a comparison of LVI audience data with the 2021 Super Bowl LV, and audience responses to key commercial groupings like Telecom and Crypto Coin.

All data is reflective of conversation activity on Sunday, February 13, 2022 unless otherwise noted.

Conversation Insights: Overall Response

Overall conversations about the Super Bowl were modestly positive, with a Spiketrap sentiment score of 63/100.

Notably, sentiment was highest before the game, peaking at 86/100 between 8am and 10am PT.

Conversations pertaining to the game were also relatively safe, with an overall Spiketrap community brand safety rating of “B.” While toxicity was quite low (with a grade of “A”), profanity was more prevalent (with an average safety grade of “C”).

Pepsi Halftime Show

With an echo of fans and celebrities alike viewing the performance as “witnessing history,” audience sentiment peaked at an overwhelmingly positive high of 94/100. Of all the performers, discussions around Mary J. Blige’s performance was viewed most positively (89/100). 

Final reactions to the Pepsi Halftime Show averaged out at a still positive sentiment score of 78/100. Impact sentiment – a measure of substantive engagement that drives the conversation forward – was even higher at 81/100, revealing that thoughtful discourse about the show was more positive than the top line metric.

Interestingly, the top conversation during the halftime show was around Paul McCartney’s Super Bowl XXXIX (2005) performance, with some fans wondering if the way they felt as Dr. Dre, Kendrick Lamar, Eminem, Snoop Dogg and Mary J. Blige took the stage this year “was how their parents felt when Paul McCartney performed.” 

Super Bowl LVI vs. LV

Before we jump into the summary of some of the top commercial categories and their audience responses, here’s a quick comparison of how the 2022 Super Bowl LVI compared to the 2021 Super Bowl LV.

Data compiled using Spiketrap’s “Super Bowl” and “Pepsi Halftime Show” Monitors, comparing the same monitor over a one-day timeframe, using our Head to Head competitive reporting and analysis tool.

Super Bowl Commercial Sentiment 

Now, let’s dive into three categories of Super Bowl commercials, and see who came out strongest in terms of audience favor.

Telecom Commercials: Verizon, T-Mobile & AT&T

Between the three telecom advertisers at the big game, Verizon best won the favor of viewers. Discussions about Verizon in relation to the Super Bowl were quite positive, with a Spiketrap sentiment score of 82/100 – peaking at an impressively positive 92/100 when the Jim Carrey “Cable Guy” spot aired. Conversation around the spot in particular was even higher, enjoying a sentiment of 95/100.

Notably, Verizon’s score was significantly more positive than conversations on Sunday about the brand overall (48/100), emphasizing that the brand’s connection to the big game drove significant lift for the brand.

Discussions about T-Mobile were on the high-end of neutral at 55/100, with their various spots generating dramatically opposing sentiment from viewers. 

Affectionately referred to by fans as the “Scrubs Reunion Ad,” the spot starring Zach Braff & Donald Faison was received much more warmly (94/100) than their #DoItForThePhones spot (7/100). Commentary specific to Miley Cyrus and Dolly Parton were modestly neutral at 34/100.

AT&T fared the worst in the Telecom category, with their “Gigillionaire” spot rendering a meagerly neutral sentiment score of 33/100. Interestingly, sentiment around the commercial was not much higher than overall sentiment for the brand on Sunday (28/100), suggesting that the ad was unable to drive significant lift for the brand.

Crypto, & Stock: Coinbase, FTX, E*Trade, Etoro & Crypto.com

Among the Super Bowl advertisers vying for the attention of retail investors, Coinbase’s QR code ad generated the most buzz, with 77% of total engagement around this category of advertisers. That said, reactions to the spot were mixed, yielding a neutral sentiment score of 39/100.

On the other hand, FTX enjoyed the warmest audience reception, with Super Bowl conversations around the brand enjoying a rather positive Spiketrap sentiment score of 79/100.

It wouldn’t be surprising if E*Trade never fully parts with the investment baby narrative. Last seen eight years ago, the revival of the E*Trade baby generated solidly positive audience engagement, with a Spiketrap sentiment score of 72/100.

Finally, while Etoro’s spot enjoyed a modestly positive audience reception (68/100 sentiment), conversations about Crypto.com were the weakest. Their spot saw both the lowest engagement and audience sentiment – which was barely within the neutral range at 25/100.

Auto: Chevy, Toyota, GM & Polstar

In the battle to win over the hearts of drivers, Chevrolet and Toyota led the pack. Chevy’s new generation spin on the Sopranos opening sequence was exceptionally well-received, enjoying a Spiketrap sentiment score of 85/100. Generating nearly as much warmth for fans, Toyota’s inspirational “Start Your Impossible” spot – in partnership with the Paralympics – also generated positive conversations, and a sentiment score of 82/100.

While most auto advertisers enjoyed a positive audience reception, GM and Polestar fell flat. Conversations around GM’s Dr. Evil spot with the tagline “EVerybody in” failed to generate excitement, enduring a meagerly neutral sentiment score of 31/100. Polestar’s “no” theme similarly failed to get audiences to say “yes” to their message, receiving a neutral sentiment score of just 35/100.

Big Game, Bigger Insights

While game day audience successes are worth celebrating, it is even more important to understand why audiences reacted as they did, as such insight can empower brands to move forward in strategic ways.

For additional insight into any of the brands or conversations mentioned above – or your brand – connect with us below or check out our recent feature updates.

Recent Posts

Looking Back: Big Game, Bigger Conversations | Super Bowl LVI Analysis

Published On: February 16, 2022By Categories: Events, InsightsTags:

More than 10 million viewers tuned in as the LA Rams brought home their second Super Bowl championship on Sunday evening.

Between those 10 million viewers – between commercial viewings and snack refills – over 5.5 million pieces of engagement were shared across Spiketrapped sources, including Twitch, Twitter, Reddit and other forums, news sources, and more.

In this article, we take a deep dive into the online conversations that took place during the Super Bowl, touching on areas including the halftime show, a comparison of LVI audience data with the 2021 Super Bowl LV, and audience responses to key commercial groupings like Telecom and Crypto Coin.

All data is reflective of conversation activity on Sunday, February 13, 2022 unless otherwise noted.

Conversation Insights: Overall Response

Overall conversations about the Super Bowl were modestly positive, with a Spiketrap sentiment score of 63/100.

Notably, sentiment was highest before the game, peaking at 86/100 between 8am and 10am PT.

Conversations pertaining to the game were also relatively safe, with an overall Spiketrap community brand safety rating of “B.” While toxicity was quite low (with a grade of “A”), profanity was more prevalent (with an average safety grade of “C”).

Pepsi Halftime Show

With an echo of fans and celebrities alike viewing the performance as “witnessing history,” audience sentiment peaked at an overwhelmingly positive high of 94/100. Of all the performers, discussions around Mary J. Blige’s performance was viewed most positively (89/100). 

Final reactions to the Pepsi Halftime Show averaged out at a still positive sentiment score of 78/100. Impact sentiment – a measure of substantive engagement that drives the conversation forward – was even higher at 81/100, revealing that thoughtful discourse about the show was more positive than the top line metric.

Interestingly, the top conversation during the halftime show was around Paul McCartney’s Super Bowl XXXIX (2005) performance, with some fans wondering if the way they felt as Dr. Dre, Kendrick Lamar, Eminem, Snoop Dogg and Mary J. Blige took the stage this year “was how their parents felt when Paul McCartney performed.” 

Super Bowl LVI vs. LV

Before we jump into the summary of some of the top commercial categories and their audience responses, here’s a quick comparison of how the 2022 Super Bowl LVI compared to the 2021 Super Bowl LV.

Data compiled using Spiketrap’s “Super Bowl” and “Pepsi Halftime Show” Monitors, comparing the same monitor over a one-day timeframe, using our Head to Head competitive reporting and analysis tool.

Super Bowl Commercial Sentiment 

Now, let’s dive into three categories of Super Bowl commercials, and see who came out strongest in terms of audience favor.

Telecom Commercials: Verizon, T-Mobile & AT&T

Between the three telecom advertisers at the big game, Verizon best won the favor of viewers. Discussions about Verizon in relation to the Super Bowl were quite positive, with a Spiketrap sentiment score of 82/100 – peaking at an impressively positive 92/100 when the Jim Carrey “Cable Guy” spot aired. Conversation around the spot in particular was even higher, enjoying a sentiment of 95/100.

Notably, Verizon’s score was significantly more positive than conversations on Sunday about the brand overall (48/100), emphasizing that the brand’s connection to the big game drove significant lift for the brand.

Discussions about T-Mobile were on the high-end of neutral at 55/100, with their various spots generating dramatically opposing sentiment from viewers. 

Affectionately referred to by fans as the “Scrubs Reunion Ad,” the spot starring Zach Braff & Donald Faison was received much more warmly (94/100) than their #DoItForThePhones spot (7/100). Commentary specific to Miley Cyrus and Dolly Parton were modestly neutral at 34/100.

AT&T fared the worst in the Telecom category, with their “Gigillionaire” spot rendering a meagerly neutral sentiment score of 33/100. Interestingly, sentiment around the commercial was not much higher than overall sentiment for the brand on Sunday (28/100), suggesting that the ad was unable to drive significant lift for the brand.

Crypto, & Stock: Coinbase, FTX, E*Trade, Etoro & Crypto.com

Among the Super Bowl advertisers vying for the attention of retail investors, Coinbase’s QR code ad generated the most buzz, with 77% of total engagement around this category of advertisers. That said, reactions to the spot were mixed, yielding a neutral sentiment score of 39/100.

On the other hand, FTX enjoyed the warmest audience reception, with Super Bowl conversations around the brand enjoying a rather positive Spiketrap sentiment score of 79/100.

It wouldn’t be surprising if E*Trade never fully parts with the investment baby narrative. Last seen eight years ago, the revival of the E*Trade baby generated solidly positive audience engagement, with a Spiketrap sentiment score of 72/100.

Finally, while Etoro’s spot enjoyed a modestly positive audience reception (68/100 sentiment), conversations about Crypto.com were the weakest. Their spot saw both the lowest engagement and audience sentiment – which was barely within the neutral range at 25/100.

Auto: Chevy, Toyota, GM & Polstar

In the battle to win over the hearts of drivers, Chevrolet and Toyota led the pack. Chevy’s new generation spin on the Sopranos opening sequence was exceptionally well-received, enjoying a Spiketrap sentiment score of 85/100. Generating nearly as much warmth for fans, Toyota’s inspirational “Start Your Impossible” spot – in partnership with the Paralympics – also generated positive conversations, and a sentiment score of 82/100.

While most auto advertisers enjoyed a positive audience reception, GM and Polestar fell flat. Conversations around GM’s Dr. Evil spot with the tagline “EVerybody in” failed to generate excitement, enduring a meagerly neutral sentiment score of 31/100. Polestar’s “no” theme similarly failed to get audiences to say “yes” to their message, receiving a neutral sentiment score of just 35/100.

Big Game, Bigger Insights

While game day audience successes are worth celebrating, it is even more important to understand why audiences reacted as they did, as such insight can empower brands to move forward in strategic ways.

For additional insight into any of the brands or conversations mentioned above – or your brand – connect with us below or check out our recent feature updates.

Recent Posts

Looking Back: Big Game, Bigger Conversations | Super Bowl LVI Analysis

Published On: February 16, 2022By

More than 10 million viewers tuned in as the LA Rams brought home their second Super Bowl championship on Sunday evening.

Between those 10 million viewers – between commercial viewings and snack refills – over 5.5 million pieces of engagement were shared across Spiketrapped sources, including Twitch, Twitter, Reddit and other forums, news sources, and more.

In this article, we take a deep dive into the online conversations that took place during the Super Bowl, touching on areas including the halftime show, a comparison of LVI audience data with the 2021 Super Bowl LV, and audience responses to key commercial groupings like Telecom and Crypto Coin.

All data is reflective of conversation activity on Sunday, February 13, 2022 unless otherwise noted.

Conversation Insights: Overall Response

Overall conversations about the Super Bowl were modestly positive, with a Spiketrap sentiment score of 63/100.

Notably, sentiment was highest before the game, peaking at 86/100 between 8am and 10am PT.

Conversations pertaining to the game were also relatively safe, with an overall Spiketrap community brand safety rating of “B.” While toxicity was quite low (with a grade of “A”), profanity was more prevalent (with an average safety grade of “C”).

Pepsi Halftime Show

With an echo of fans and celebrities alike viewing the performance as “witnessing history,” audience sentiment peaked at an overwhelmingly positive high of 94/100. Of all the performers, discussions around Mary J. Blige’s performance was viewed most positively (89/100). 

Final reactions to the Pepsi Halftime Show averaged out at a still positive sentiment score of 78/100. Impact sentiment – a measure of substantive engagement that drives the conversation forward – was even higher at 81/100, revealing that thoughtful discourse about the show was more positive than the top line metric.

Interestingly, the top conversation during the halftime show was around Paul McCartney’s Super Bowl XXXIX (2005) performance, with some fans wondering if the way they felt as Dr. Dre, Kendrick Lamar, Eminem, Snoop Dogg and Mary J. Blige took the stage this year “was how their parents felt when Paul McCartney performed.” 

Super Bowl LVI vs. LV

Before we jump into the summary of some of the top commercial categories and their audience responses, here’s a quick comparison of how the 2022 Super Bowl LVI compared to the 2021 Super Bowl LV.

Data compiled using Spiketrap’s “Super Bowl” and “Pepsi Halftime Show” Monitors, comparing the same monitor over a one-day timeframe, using our Head to Head competitive reporting and analysis tool.

Super Bowl Commercial Sentiment 

Now, let’s dive into three categories of Super Bowl commercials, and see who came out strongest in terms of audience favor.

Telecom Commercials: Verizon, T-Mobile & AT&T

Between the three telecom advertisers at the big game, Verizon best won the favor of viewers. Discussions about Verizon in relation to the Super Bowl were quite positive, with a Spiketrap sentiment score of 82/100 – peaking at an impressively positive 92/100 when the Jim Carrey “Cable Guy” spot aired. Conversation around the spot in particular was even higher, enjoying a sentiment of 95/100.

Notably, Verizon’s score was significantly more positive than conversations on Sunday about the brand overall (48/100), emphasizing that the brand’s connection to the big game drove significant lift for the brand.

Discussions about T-Mobile were on the high-end of neutral at 55/100, with their various spots generating dramatically opposing sentiment from viewers. 

Affectionately referred to by fans as the “Scrubs Reunion Ad,” the spot starring Zach Braff & Donald Faison was received much more warmly (94/100) than their #DoItForThePhones spot (7/100). Commentary specific to Miley Cyrus and Dolly Parton were modestly neutral at 34/100.

AT&T fared the worst in the Telecom category, with their “Gigillionaire” spot rendering a meagerly neutral sentiment score of 33/100. Interestingly, sentiment around the commercial was not much higher than overall sentiment for the brand on Sunday (28/100), suggesting that the ad was unable to drive significant lift for the brand.

Crypto, & Stock: Coinbase, FTX, E*Trade, Etoro & Crypto.com

Among the Super Bowl advertisers vying for the attention of retail investors, Coinbase’s QR code ad generated the most buzz, with 77% of total engagement around this category of advertisers. That said, reactions to the spot were mixed, yielding a neutral sentiment score of 39/100.

On the other hand, FTX enjoyed the warmest audience reception, with Super Bowl conversations around the brand enjoying a rather positive Spiketrap sentiment score of 79/100.

It wouldn’t be surprising if E*Trade never fully parts with the investment baby narrative. Last seen eight years ago, the revival of the E*Trade baby generated solidly positive audience engagement, with a Spiketrap sentiment score of 72/100.

Finally, while Etoro’s spot enjoyed a modestly positive audience reception (68/100 sentiment), conversations about Crypto.com were the weakest. Their spot saw both the lowest engagement and audience sentiment – which was barely within the neutral range at 25/100.

Auto: Chevy, Toyota, GM & Polstar

In the battle to win over the hearts of drivers, Chevrolet and Toyota led the pack. Chevy’s new generation spin on the Sopranos opening sequence was exceptionally well-received, enjoying a Spiketrap sentiment score of 85/100. Generating nearly as much warmth for fans, Toyota’s inspirational “Start Your Impossible” spot – in partnership with the Paralympics – also generated positive conversations, and a sentiment score of 82/100.

While most auto advertisers enjoyed a positive audience reception, GM and Polestar fell flat. Conversations around GM’s Dr. Evil spot with the tagline “EVerybody in” failed to generate excitement, enduring a meagerly neutral sentiment score of 31/100. Polestar’s “no” theme similarly failed to get audiences to say “yes” to their message, receiving a neutral sentiment score of just 35/100.

Big Game, Bigger Insights

While game day audience successes are worth celebrating, it is even more important to understand why audiences reacted as they did, as such insight can empower brands to move forward in strategic ways.

For additional insight into any of the brands or conversations mentioned above – or your brand – connect with us below or check out our recent feature updates.