“Social Bowl is unique in its analysis of the ROI from Super Bowl ads and the surrounding social conversation” said Kip Frey, EvoApp President and CEO. “We have created a platform to quantify and measure the impact of these high-value investment decisions on each advertised brand, rather than simply hosting an ad-spot popularity contest.”
“Next year, we aim to collect and analyze more behavioral data in order to generate consumer insights for different product categories” said Joe Davy, EvoApp Founder and Chief Product Officer. “We will analyze this data based on the intent or primary ROI metric of each brand, allowing us to really quantify the business impact of these investment decisions.”
Social Bowl Methodology
EvoApp used its proprietary technology to track and analyze social metrics such as trending themes, sentiment, influence, and share of voice. The company then employed the EvoApp platform’s advanced analysis capabilities and custom metrics such as cumulative sentiment, media value and change in influence, to determine the impact of Super Bowl social conversation (over 30 million tweets, Facebook posts, forum and blog mentions) on three high-level variables: Social Momentum, Digital Interest, and the Value of Social Engagement. Together, these metrics enabled sound comparative measurements of business and digital traction for each Super Bowl brand.
