By Larissa Faw
While the odds makers are predicting Cam Newton and the Carolina Panthers will beat the Denver Broncos in Super Bowl 50, Twitter users clearly prefer Peyton Manning, according to Mindshare's analysis of more than 15,000 tweets.
One in three tweets that mention the Denver Broncos winning the Super Bowl specifically mention Manning.
By comparison, less than 1% of the tweets about the Super Bowl mentioning the Panthers or Broncos referenced Newton.
This discrepancy means two things, says Mindshare. First, Manning is clearly the well-liked face of the Broncos, whereas Newton doesn’t garner that kind of fandom for the Panthers. And second, most people want Manning to win.
Still, there are twice as many tweets talking about the Panthers beating the Broncos. “Twitter data analysis can be a hugely valuable tool to understand what the public is thinking and importantly feeling around events like the Super Bowl and in this case, it seems they want a fairy tale end for Manning…even though it doesn’t look likely," says Rolf Olsen, chief data officer, Mindshare North America.
Meanwhile, 34% of fans will watch the Super Bowl with two screens, according to a separate survey. Of this group of second screeners, 71% will use a smartphone for activities related to the game at the same time, 43% a tablet, and 58% a laptop/desktop computer.
These aren't passive viewers. Four in 10 of these second screeners (41%) will be communicating with other people (such as texting), 39% will be searching for related information, 39% will be following updates on social media, and 36% will be visiting related websites.
These findings underscore how real-time data can bring advertisers insights that can be turned into real-time actions. "In this case, it isn’t about who factually will win Super Bowl 50; bookies probably have that one covered -- although Twitter does seem to agree with them -- but rather it’s about looking at what the pulse of the nation is around the event," says a Mindshare spokesperson.
"So, for instance, here people want to see Manning win (even if they don’t think it likely), and you can infer that it’s for sentimental reasons as he ends his career. Brands can ride that kind of sentiment wave in so many ways across different adaptive channels; it’s about how culturally relevant you can be. We always say that culture waits for no brand."