Athens, Ga.—Using a novel system to track the Twitter buzz created by Super Bowl commercials, a University of Georgia marketing professor will be available to offer overnight analysis of the winners and losers in the year’s biggest head–to-–head matchup of TV advertisers.
Piyush Kumar, with the Terry College of Business, will use real-time data on Twitter and subject it to a series of marketing analyses to assess the emotional quotient of advertisements aired during the Super Bowl broadcast.
A summary of the analyses will be available online by 6 a.m. EST on Monday, Feb. 7, at www.stratalyzer.com.
“This analysis will give us information about the pattern of emotional response to each advertisement, and we will be able to provide timely clues about which ads clicked with the audience and on which emotional dimension, such as excitement, envy and humor,” Kumar said.
In addition to ranking the advertisements based on the positive and negative emotional responses generated, the overnight analyses will pinpoint specific emotions that were triggered by each advertisement and compare them on their emotional intensity. Kumar’s analyses will measure not only the advertisements during the game, but also those aired during the pre-game show, halftime and the post-game show.
“We will also be examining whether there is any relationship between the emotional intensity of the game itself and the advertisements being aired at the same time,” Kumar said. “This has the potential to be a novel way of tracking whether a Super Bowl ad worked or not.”
Kumar is teaming up with Mayukh Dass, a marketing professor at Texas Tech University, and Shyam Kapur, president and CEO of TipTop Technologies, a Silicon Valley startup, to produce the Super Bowl ad results.