The next in our MindMeld study series, this study reviews social posts describing the commercials running during the Super Bowl, and viewers' emotional reactions to them. Who won the evening? Who was talked about the most? Which ad made viewers cry, laugh or get mad? Find out the answers to all of those questions - and more - here.

1. MindMeld Report:
Super Bowl Emotions
www.mutualmind.com
For more information about
MutualMind or this study,
contact us at:
info@mutualmind.com

2. Executive Summary
• Budweiser owned the night overall, consistently leading
Share of Voice during almost the entire game.
• Doritos broke through with their crowdsourced ads,
particularly as viewers reacted to the ones the brand
chose to air.
• Budweiser owned the tearjerker segment with their
heartwarming commercial featuring an adorable puppy.
• Movie trailers had low share of voice overall, but
succeeded in generating statements of excitement.
• Esurance’s call for tweets to win their prize money was
effective, but failed to own Share of Voice overall.
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3. Introduction & Scope
The Super Bowl is arguably the largest stage for U.S. advertisers available, and
a huge opportunity for them to create experiences that kick off a new
campaign, launch a new product, or miss the mark entirely.
And, while buzz for each brand can be a measure of success, we wanted to get
one level deeper. All of these ads are designed to create an emotional
reaction, so what do viewers say about what they feel? This is the challenge
we tackled, using the MutualMind platform to monitor the following
advertisers during the big game:
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Amazing Spiderman 2 •
Audi
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Axe Body Spray
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Bank of America
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Budwiser
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Butterfinger
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Captain America
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Carmax
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Cheerios
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Chevrolet
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Chobani
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Coca-Cola
Doritos
Draft Day
Esurance
Go Daddy
H&M
Hyundai
Intuit
JCPenney
Jaguar
Kia
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M&Ms
Mercedes Benz
Miller Lite
Need for Speed
Nissan
Oikos (Dannon)
Oreos
PepsiCo
RadioShack
Squarespace
Tide
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Toyota
Transformers: Age of
Extinction
Volkswagen
Wonderful Pistachios
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4. Study Design
• For each advertiser, we gathered brand mentions using a
reasonable set of name variants, along with Super Bowl identifiers.
For example, Audi was represented as:
(audi OR #audi OR @audi) AND ("super bowl" OR superbowl OR
#superbowl OR #sb48 OR "big game" OR biggame OR
#biggame OR @superbowl)
• We also applied a filter for commercial mentions only (using an
AND Boolean clause), identifying the following keywords:
(commercial OR #commercial OR commercials OR
#commercials OR ad OR ads OR #ad OR #ads OR advertisement
OR advertisements OR #advertisement OR #advertisements)
• While this design does potentially exclude relevant mentions
related to the event that simply don’t mention these terms, it gives
us a clear focus of study and only captures conversations with
explicit topical focus.
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5. Overview
• There were 102,723
mentions captured for 2/2,
peaking at a volume of
24,556 mentions per hour at
8pm CST. This comes to over
409 mentions per second.
• As expected, volume was
highly focused on Twitter
(95% of total), with Facebook
coming in next at 3%. Some
of this is weighted by our use
of hashtags in the original
campaign query.
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6. Overview
Aggregated Sentiment
Breakdown by Channel
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7. Brand
Breakdown
www.mutualmind.com

8. Volume
Esurance Volume Skyrockets After Ad Airs
Esurance’s #esurancesave30 campaign was directly
architected to create social mentions, and showed strong
success at the moment it aired. This spike quickly fell,
however, as sweepstakes participants completed their
entries.
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9. Share of Voice
Budweiser Consistent; Doritos Spikes with Ads
Budweiser maintained strong Share of Voice consistently
throughout the big game, but Doritos showed clear spikes
in volume (nearly overtaking Budweiser’s high mark) as
their ads aired, which may be driven by the crowdsourced
nature of those spots.
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10. Brand Breakdown: Budweiser
Consistent Performance, Positive Sentiment
Budweiser ads
this year were
extremely well
received, setting
extremely high
marks for positive
sentiment.
They also led this
year’s advertisers
in Share of Voice
throughout the
event, showing
their ability to
translate on-air
spots into online
buzz.
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11. Brand Breakdown: Coca-Cola
Consistent Performance, Positive Sentiment
Coca-Cola’s ad
drove extremely
polarizing
conversation,
including a
number of posts
characterizing
negative reactions
to the spot’s
multilingual
nature.
This caused a
longer “hang
time” of
conversation after
the ad aired, an
unique behavior
among brands
analyzed in this
report.
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12. Brand Breakdown: Doritos
Strong Volume Spikes for Crowdsourced Ads
Doritos generated
uniquely significant
spikes of
conversation
surrounding each
of their ad spots,
the latter of which
drove them to a
higher Share of
Voice than
Budweiser.
A large number of
positive comments
came from viewers
excited about
which
crowdsourced
commercial was
aired – this
generated some
negative reactions,
too.
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13. Brand Breakdown: Bud Light
“Up For Whatever” Polarizes Equally
Bud Light’s candid
“documentary”
style generated a
significant amount
of conversation,
but at an
extremely
polarizing rate –
more than half
the statements
showed positive
or negative
sentiment.
One tweet
received over 560
retweets, saying
Bud Light’s taste
didn’t live up to
its commercials.
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14. Brand Breakdown: Cheerios
Strong Positive Success for Multi-racial Ad
While the
Cheerios ad also
contained multiracial content like
Coca-Cola’s,
sentiment was
overwhelmingly
positive, without
as much negative
conversation
counterweighting.
Cheerios showed
strong Share of
Voice for its ad
slot, but was
beaten for that
time period by
Doritos.
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15. Emotional
Analysis
www.mutualmind.com

16. Methodology
Inspired by Robert
Plutchik’s “Emotions
Wheel”, we used
Content Tags within
the MutualMind
platform to label
conversations that
signified the following
emotions:
• Crying / Sadness
• Laughter
• Excitement
• Anger
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17. Crying
Budweiser Puppy a Bona-fide Tearjerker
Budweiser
commercials made
audiences cry with a
heartwarming story
about a puppy, and
ran away with an
unique moment for
the evening.
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18. Laughing
Doritos Wins; the Doberhuaha Very Memorable
Laughter was the most
distributed emotion across
the brands, but Doritos
won the largest share of
laughs, particularly with
their send-up of Matrix
character Morpheus.
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19. Excitement
Movie Trailers Fulfill Their Mission
Movie trailers exist to
create buzz about the
movie, and they clearly
met their mission, owning
the excitement emotion,
despite having low share of
voice overall.
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20. Anger
Coca-Cola Feels The Brunt of This Emotion
Not only were people
stating their anger about
Coke’s commercial, many
others retweeted or
reported on those
reactions, essentially
spreading them further.
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21. About MutualMind
Want to reach us? Info@mutualmind.com
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Founded in 2009; currently a 12 person team
based in Addison, TX
SaaS enterprise platform for collecting, analyzing
and responding to social interactions
Unique architecture built from the ground up for
integration with OEM partners via whitelabel or
our “fly-by-wire” API
Recognized in Forbes as one of “the 5 companies
you need to know”
Analytics and Response
Management workbench with
intuitive, free-form
segmentation and integrated
sentiment analysis
Real-time visualization of social
conversations for the big screen
with drag-and-drop editor and
one-click deployment
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