To Tweet or Not to Tweet? d Super Bowl Ads: The #SecretSauce for Scoring Tweets

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1 To Tweet or Not to Tweet? d Super Bowl Ads: The #SecretSauce for Scoring Tweets Thomas Ciszek Media & Entertainment Research Twitter Sean Casey President, Nielsen Social Nielsen Carl Marci, Ph.D. Chief Neuroscientist Nielsen Consumer Neuroscience

2 To Tweet or Not to Tweet? d Super Bowl Ads: The #SecretSauce for Scoring Tweets

3 Today s Presenters Thomas Ciszek Media & Entertainment Research Sean Casey President Nielsen Dr. Carl Marci Chief Neuroscientist

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5 Study Objectives What makes a Super Bowl ad more Tweet-worthy? Can advertisers generate more Tweets beyond :30s? Explore the relationship between high volume (top ads) vs. low volume (bottom ads) Twitter activity with neuroscience measures used in pretesting video ads. Identify whether advertisers can improve their creative to drive social activity before it ever runs.

6 Importance of the Super Bowl Over 100M Viewers $385M spent on ads SB XLIX (49) was the mostwatched telecast in TV history ~$5M per 30-sec ad ~$160K per second The game is broadcast around the globe in 34 different languages The most expensive of all time: $12.4M Chrysler ad in M 50M 1.3B 11K pounds of chips cases of beer chicken wings new hires at Pizza Hut

7 Super-Sized Social Conversation SB50 TWEETS 3.8M people in the US sent 16.9M Tweets about the Super Bowl, 27% of which were about advertisers Each unique person Tweeting about the Super Bowl sent 4.4 tweets, compared to 2.3 Tweets/unique during a regular season game.

8 Super Bowl 50 Minute-by-Minute BRONCOS vs. PANTHERS Super Bowl 50: Minute by Minute (PM) M MOUNTAIN DEW KICKSTART AD 7:04PM HALFTIME 170K Tweets 100M 10K Tweets 6:30PM 7:00PM 7:30PM 8:00PM 8:30PM 9:00PM 9:30PM 10:00PM 10:30PM P2+ AA Proj Tweets

9 Nielsen Social Measurement Process Signal of What s Airing Independent Methodology Direct Data Access & Audit Standardized Third-Party Measurement EVOLVING CLASSIFIERS SHIFTING USE BASED ON LINEAR TV Official Super Bowl Hashtags Organic Hashtags Player and Team Handles Announcer and Talent Handles Ad and Brand Keywords SOCIAL CONTENT RATINGS TM

10 Our Research Approach Nielsen Social Nielsen Consumer Neuroscience + How ads were picked Tweets vs. Retweets EEG Facial Coding

11 Distribution of Tweets for All Super Bowl Ads A wide gap exists between Top and Bottom Tweeted ads ü ü Top 6 ads mean: 70,415 Tweets Ad category does not appear to have played a role ü Bottom 8 ads mean: 3,477 Tweets Both top and bottom Tweeted ads contained a mix of categories* Number of Tweets & Retweets (000) Top Tweeted Ads Bottom Tweeted Ads *CPG, Auto, Entertainment, Tech/Telco, Financial Services

12 Study Methodology EEG Multiple sensors to measure motivation, memory and attention FACIAL CODING Expressed emotions (positive, negative, neutral) SELF REPORT Voice of the consumer

13 The Results

14 Self-Report: Easy to Recall 83% 65% 46% 55% 63% Top Ads 25% 28% Bottom Ads 12% Brand Ad Appeal Ad Memorability Brand Memorability Brand Linkage Difference 12% 20% 26% 19%

15 Facial Coding: Top Ads More Smiles Viewers Smiled 3x More in Response to Top vs. Bottom Ads 18% Top Ads Bottom Ads 6% 5% 2% 1% 3% Positive Negative Surprise

16 EEG Results: Higher Memory Activation Consistent with the TVBE results, on average, top ads had: ü more emotionally motivating beginnings ü endings that activated memory more strongly than bottom ads Memory Activation Score During Branding * Indicates significant statistical difference 9.0* 7.6 Bottom Ads Top Ads Top ads branding & tagline length: 2.7 seconds Bottom ads branding & tagline length: 3.25 seconds

17 EEG Results: Higher Wear-In Greater Wear-In* Correlated with Higher Number of Tweets 100,000 80,000 60,000 40,000 R² = , ,000 *Wear In = increase in effectiveness on the second and third view

18 EEG Results: Bottom Ads More Confusing Bottom Ads Showed a Pattern Consistent with Confusion in the First Half Initial Confusion/Complicated Processing rolling Attention att rolling Emotion em rolling Memory mem

19 Mt. Dew: Puppy-Monkey-Baby

20 Self-Report: Easy to Recall 80% 65% 46% 71% 55% 88% 83% 63% Mt. Dew Ad Top Ads 28% Bottom Ads Ad Memorability Brand Memorability Brand Linkage

21 Mt. Dew: Generates Smile Activity in FAC End of Ad Generates Smiles and Very High Memory Activation with EEG POSITIVE NEGATIVE MEMORY ACTIVATION

22 Mt. Dew: EEG Wear-In Profile Suggests Subsequent Views Generate Increased Engagement Wear-In Profile Exposure 1 Exposure 2+3

23 Mt. Dew: High Emotion & Attention Early Unlike the Low Tweet Ads, Mt. Dew had High Emotion Early in the Ad Attention Emotional Engagement

24 Overview of Conclusions Top Ads (N=6) Bottom Ads (N=8) ü Easier to recall on self-report ü Less likely to be recalled ü ü Generates more smiles Higher EEG memory activation in final branding ü Generates fewer smiles ü Show an EEG pattern consistent with confusion in the first half of the ad (higher EEG attention) ü Show more EEG wear in suggesting that subsequent views will be equally or more engaging ü Show less EEG wear in over time

25 Implications for Advertisers PRE DURING POST Testing ads with the right tools, such as neuroscience, can help ensure your creative will drive earned media before it even airs. Social engagement throughout the program is critical. Advertisers should interact with fans realtime to boost brand buzz. In order to gauge campaign effectiveness, it s important to measure how paid TV and earned media drove (or didn t drive) campaign success.

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27 Thank You! Questions? Contact us at: