Sponsors at the Super Bowl 51: Top 100 Influencers and Brands

Sunday 5th February 2017 saw one of the biggest sporting events in the world take place; the Super Bowl, where the New England Patriots took on the Atlanta Falcons at the NRG Stadium, in Houston, Texas.

Advertising at the Super Bowl is taken very seriously, with some ads being compared to watching a movie premiere at Sundance Film Festival, but for as much as $5 million a pop for one 30 second slot, advertisers have a very small window to sway their audience of more than 100 million people. That’s why modern day Super Bowl advertising means more brands delivering integrated, multi-platform campaigns, rather than just an advert. With a reported 840 million minutes of Super Bowl adverts viewed on YouTube, it’s true to say that Super Bowl adverts really continue to live on long after the game.

We wanted to see how successful the campaigns were in terms of driving engagement on social media so we analysed all the tweets mentioning the keywords “SB51 OR #Superbowl OR SBLI” in conjunction with all the names of the sponsors to produce a brand share of voice chart:

Budweiser sparked the highest number of brand mentions among the top influencers and brands with their politically charged commercial following the narrative of an immigrant overcoming discrimination and achieving success. Pepsi received the second highest share of brand mentions among the top influencers with their sponsorship of the halftime show featuring lady Gaga, for which they ran a competition for fans to be her ” guest of honour” and watch the show from the sidelines. They also ran an ad for their new product LIFEWTR. T-Mobile‘s “Unlimited Moves” campaigns received the 3rd highest share of voice with four commercials featuring a celebrity heavy cast including Justin Bieber, Terrell Owens, Snoop Dogg, Martha Stewart and Kristen Schall. Snickers received the 3rd highest share of mentions with their first live Super Bowl commercial created in real-time during the Big Game. 84 Lumber‘s ad which followed a mother and daughter’s journey from Mexico to the US sparked a lot of social conversation, giving them a 9% share of voice. Audi‘s ad tackled the issue of gender pay equality, and ignited a lot of conversation on social, not all of which was positive. Sprint took a combative approach with their advert featuring a father faking his own death to get out of his Verizon contact, with the tagline “you could’ve just switched to Sprint”. Honda received a 6% share of voice with their ad featuring a high school yearbook with celebrities reflecting the challenges they overcame to eventually become successful, fitting in with their “Power of Dreams” tagline. Intel received a 5% share of voice with conversation focusing on their synchronized aerial drones that played a starring role in the halftime show, as well as their ad that featured New England Patriots’ quarterback Tom Brady. Fianlly Kia recieved a 5% share of mentions with their ad featuring Melissa McCarthy on a mission to save whales, trees and more.

MAPPING THE COMMUNITY

Below you can see a network map of the online conversation with the number 1 influencer Lady Gaga at the centre. This map was created with our Influencer Relationship Management software (IRM). Be sure to click on the map to enjoy the full size network diagram in greater detail.

Sponsors at the Super Bowl 51: Top 100 Influencers and Brands

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Below you can see another network map created with our Influencer Relationship Management software (IRM) showing the #1 brand Pepsi at the centre, and the conversations to and from all the different influencers in their field. If you are interested in learning more about identifying, managing and engaging with influencers click here to get in touch!

Top 100 INDIVIDUALS

We looked at all the individuals engaging on Twitter to bring you a list of the top 100 most influential individuals talking about the sponsors at the Super Bowl 51. Be sure to hit the button below to get the full top 100 list!

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Rank	Twitter Handle	Name	Company	Influencer Score
1	@ladygaga	xoxo, Joanne	Universal Music	100
2	@tyleroakley	Tyler Oakley	Big Frame	86.17
3	@JohnLegere	John Legere	T-Mobile	55.63
4	@RICHYSQUIRREL	Richy Jackson	Bloc	37.39
5	@kristinamonllos	Kristina Monllos	Adweek	23.53
6	@marceloclaure	MarceloClaure	Sprint	17.19
7	@WithABlast	Linda Nortje	With A Blast	12.05
8	@LisaWeser	Lisa Weser	Anheuser-Busch	4.06
9	@tonythecase	Tony Case	Adwek	3.86
10	@littlemamajama	Kristin Novotny	Little Mama Jama	2.74
11	@jwyattsports	Jim Wyatt	Titans Online	1.27
12	@readDanwrite	Daniel Roberts	Yahoo Finance	1.11
13	@jeffcbeer	jeff beer	FastCoCreate	0.82
14	@SievertMike	Mike Sievert	T-Mobile	0.79
15	@jpoggi	Jeanine Poggi	AdAge	0.61
16	@JMilesKHOU	Jason Miles	KHOU	0.52
17	@smerconish	Michael Smerconish	SiriusXM and CNN	0.42
18	@mrlevine	Mike Levine	Ford	0.38
19	@IvonneKinser	Ivonne Kinser	AvosfromMexico	0.35
20	@106th	Mark Sundstrom	FuseTV	0.33
21	@josephjett	Joseph Jett	Jett Capital	0.32
22	@ElOnline	Elizabeth L Driscoll	Go Daddy	0.32
23	@zennie62	⚡️Zennie Abraham⚡️	Zennie62Media	0.31
24	@fordbecky	Becky Chesshir	Ford	0.3
25	@BizballMaury	Maury Brown	Bizball	0.29
26	@oscartrelles	Oscar Trelles	instapanel	0.28
27	@KMCConsults	Kathy Connors	KMC Consulting	0.27
28	@jessicanaziri	Jessica Naziri	TechSesh.co	0.22
29	@TanyaGazdik	Tanya Gazdik	MediaPost	0.21
30	@lgranatstein	Lisa Granatstein	Adweek	0.21
31	@JAronsonTitanFC	Jeff Aronson	TitanFC	0.2
32	@barryjanoff	Barry Janoff	NYSportsJournalism.com	0.2
33	@cannonjw	J.W. Cannon	UPS	0.18
34	@chrisyates11	Chris Yates	Huddle Productions	0.17
35	@jeffhennion	Jeff Hennion	GNC	0.17
36	@pjdeluca	Peter DeLuca	T-Mobile	0.17
37	@YWomen	Jeffery Halter	YWomen	0.16
38	@sherrard_andrew	Andrew Sherrard	T-Mobile	0.16
39	@IrongirlNadia	Nadia Ruiz	nadiatherunner.blogspot.com	0.16
40	@DanitaBlackwood	Danita Blackwood	Messageplicity	0.13
41	@DuaneRankin	Duane Rankin	MGMAdvertiser.	0.12
42	@askdes	Des 📱	T-Mobile	0.12
43	@chefanneburrell	anne burrell	anneburrell.com	0.12
44	@TimothyCalkins	Tim Calkins	Kellogg School of Management	0.12
45	@robsantini	RobSantini	PMK•BNC	0.1
46	@BrigidaMack	Brigida Mack WBTV	WBTV	0.1
47	@mdkcstar	mark davis	The Kansas City Star	0.1
48	@MikeRaphone	Mike Laponis	mikesvo.com	0.09
49	@ALaboutSports	Al Butler	UPI	0.09
50	@AR3Albert	Albert Ramirez III	Blue Lamb	0.09

TOP 100 BRANDS

Here is a list of the top 50 brands talking about the sponsors at the Super Bowl 51 on Twitter. If you want to see who ranks from 50-100 be sure to download the report to get the full top 100 list!

DOWNLOAD THE FULL REPORT

Rank	Twitter Handle	Name	Influencer Score
1	@pepsi	Pepsi™	100
2	@NFL	NFL	96.46
3	@RealMrClean	Mr. Clean	72.67
4	@intel	Intel	56.7
5	@SuperBowl	Super Bowl	49.27
6	@Audi	Audi	29.58
7	@Wix	Wix.com	26.81
8	@Adweek	Adweek	26.67
9	@SNICKERS	SNICKERS®	26.48
10	@Skittles	Skittles	14.47
11	@EW	Entertainment Weekly	11.01
12	@adage	Ad Age	7.64
13	@hulu	hulu	6.17
14	@squarespace	Squarespace	5.86
15	@sprint	Sprint	5
16	@HouSuperBowl	Houston Super Bowl	4.77
17	@brandchannel	brandchannel	3.3
18	@TODAYshow	TODAY	3.27
19	@THR	Hollywood Reporter	2.14
20	@cheddar	Cheddar	1.87
21	@MichelobULTRA	Michelob ULTRA	1.45
22	@ETCanada	ET Canada	0.8
23	@Itsa10Haircare	It’s a 10 Haircare	0.66
24	@PepsiCo	PepsiCo	0.47
25	@Variety	Variety	0.44
26	@NFLCanada	NFL Canada	0.34
27	@NinSwitchNews	Nintendo Switch	0.33
28	@SprintCentralTX	Sprint Central TX	0.3
29	@packerfans_4	Packer Fans	0.26
30	@CSNAuthentic	CSNAuthentic	0.25
31	@droga5	Droga5	0.22
32	@FOTPNews	FOTP \| Pop News	0.2
33	@HeraldRadio	Boston Herald Radio	0.16
34	@TheDrum	The Drum	0.15
35	@Anomaly	Anomaly	0.15
36	@Ace_Metrix	Ace Metrix	0.14
37	@espn975	ESPN 97.5 Houston	0.11
38	@abc13houston	ABC13 Houston	0.11
39	@BBDONY	BBDO New York	0.1
40	@therealautoblog	Autoblog	0.1
41	@Marketingland	Marketing Land	0.1
42	@creativitymag	Creativity Editors	0.09
43	@trailertrack	TrailerTrack	0.07
44	@SuperBowlAdsG	superbowladsforgeeks	0.07
45	@SaveALot	Save-A-Lot	0.05
46	@CStoreNews_	C-Store News	0.05
47	@KHOU	KHOU 11 News Houston	0.05
48	@andyawards	ANDY Awards	0.04
49	@easybranches	@EasyBranches	0.04
50	@YahooTV	Yahoo TV	0.04

At Onalytica we love building these lists and want to give back to our loyal readers as much as we can. If you’re interested in other topics (such as the Top 50 UK Super Bowl Influencers, Rugby World Cup 2015, Health and Fitness) be sure to have a gander on our blog or why not propose some topics to us on twitter? We also build some very cool software to manage all of these influencers. Get a free demo today by clicking the button below!

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Disclaimer: As ever with these lists, it must be stressed that the ranking is by no means a definitive measurement of influence, as there is no such thing. The brands and individuals listed are undoubtedly influential when it comes to driving discussion around sponsors at the Super Bowl.

The PageRank based methodology we use to extract influencers on a particular topic takes into account the number and quality of contextual references that a user receives. These calculations also take into account a user’s resonance (engagement), relevance (number of tweets on topic) and reach (number of followers). If you want to learn more, please read our article that outlines influencer identification.

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