Talkwalker Market Pulse - Super Bowl special

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Big game results

This week’s Market Pulse is focused on America’s biggest football game, the Super Bowl. With 6.3M mentions in the last 7 days, everyone has been talking about the game, the show, and the big brand sponsors.

The teams

What a difference a win makes Prior to the game, mentions of the final teams were fairly even, with the Philadelphia Eagles edging ahead slightly against the Kansas City Chiefs. But once the winners were announced, there was a clear split in how the conversations went.

One win can make a big difference. Look at that spike. This also boosted fan engagement and brand sentiment for the team.

Halftime show

What’s my name? The halftime show is just as important to the Super Bowl as the football, and this year, Rihanna took the stage. The overall response was good, with +30% net sentiment. Looking at the keywords around the show, one conversation stood out.

Many fan conversations focused on whether Rihanna looked pregnant, so much so, that one of her representatives had to confirm the pregnancy after the show.

Brand battle

Why not an EV? It isn’t just the teams competing to be Super Bowl winners. Brands are too. With ad spots during the game costing around $6 to $7 million, brands need to make sure their cents are making an impact.

The most mentioned brand in relation to the game was GM. By teaming up with Netflix, they’re aiming to include more EV vehicles in future TV shows. Including Will Ferrell certainly helped drive additional impact for the campaign.

Learn more about how Talkwalker can measure the impact of your ads and event sponsorships