Sentiment Analysis of Superbowl Ads
October 3, 2011 - 09:38 — che
Since 2010, an advertising agency called Mullen has been organizing the Brand Bowl, a sentiment analysis of Superbowl TV ads. The analysis runs live during the Superbowl, and uses an algorithm to calculate reactions to Superbowl ads based on Twitter. Ads are added to the site as they air, and Brand Bowl scores them based on quantity of mentions in tweets and overall sentiment. After the Superbowl is over, a final ranking of the ads is shown until next year's game.
Apparently, the Brand Bowl is becoming an increasingly important measurement of success within advertising circles. I happened to watch the last Superbowl with an ad man who had 2 spots running, and he was naturally far more concerned with Brand Bowl rankings than the actual game. Advertisers are looking for better ways to measure their reach in social media, and the Brand Bowl is an interesting example of how they are trying to use sentiment analysis.
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