Brand Bowl2014

In partnership with PointsLocal

Puppies, clydesdales, soldiers and pop culture icons from the 80s dominated this year's Brand Bowl. Budweiser made a late rally with a strong fourth quarter performance to pull away as overall winner and the most talked about Super Bowl ad of 2014. Radio Shack took home the most loved category with appearances by ALF, Hulk Hogan, Mary Lou and a cast of characters from the 1980s. In a shocking turn of events, the Twitter world was not a fan of The Muppets during the Toyota ad, pulling in 58% of negative sentiment to top all others for this year's loser. Fozzy would not be happy.

Vote now for the Boston.com Readers' Choice and share your selection with others!
2014 Overall Winner
Budweiser
  • 63,493Tweets
  • +80%Sentiment
  • 80Score
2014 Most Loved
Radio Shack
  • 15,180Tweets
  • +97%Sentiment
  • 23Score
2014 Most Talked About
Budweiser
  • 63,493Tweets
  • +80%Sentiment
  • 80Score
2014 Overall Loser
Toyota
  • 13,078Tweets
  • -58%Sentiment
  • 12Score
2014 Most Loved Among Women
Radio Shack
  • 1,485Tweets
  • +97%Sentiment
  • 23Score
2014 Most Loved Among Men
Radio Shack
  • 3,187Tweets
  • +96%Sentiment
  • 23Score
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WHAT IS BRAND BOWL?

Brand Bowl, an idea originally conceived by Mullen in partnership with Radian6, was built to analyze public reaction to advertisements during the Super Bowl. Boston.com now carries the Brand Bowl torch with Pointslocal to evaluate the massive amounts of chatter on Twitter to determine which brand performed best on one of the most anticipated advertising stages on the planet. Maybe the universe. Everybody is watching ... and everyone wants to talk about it. The brand with the top social score, based on the formula explained below, will be named the winner of Brand Bowl 2013.

HOW DOES IT WORK?

First we ingest the total number of tweets about a brand based on a number of selected keywords. We are able to load the system with a number of keywords based on pre-released advertisements prior to kickoff. But then we will add on the fly, allowing for a wider scope to ensure as many tweets about a brand are calculated. Second, we use a natural language processer to determine the opinion of the tweet (whether it's positive or negative). Yes, we even have a sarcasm filter. Whether the tweet is positive or negative will provide a "net sentiment score." The net sentiment score is defined by the formula:

(Positive tweets + Neutral tweets - Negative tweets)/ Total brand tweets.

Finally, to rank the brands, we calculate a "Brand Bowl score," in which we divide by the total tweets for all brands:

(Positive tweets + Neutral tweets - Negative tweets)/ Total tweets for all brands.

The scoreboard will update as close to real time as possible, and each brand has an expanded view to showcase additional analysis. The window for scanning tweets will open one hour prior to kickoff, and will run one hour after the game ends. This will prevent any pregame or postgame hype to influence the overall scores. Once the window closes, we will do a final calculation and then announce the overall winner, the most talked about, and most loved. To even the playing field in sentiment, only brands that have more than 1,000 tweets analyzed are eligible for the Brand Bowl awards.

Note that the competition is for the overall brand, not individual commercials. Due to the vast number of tweets, splitting a brand into individual ad spots is nearly impossible. While one brand might have more commercials than others, it's the volume and sentiment that determines the winner. So sheer volume will not determine the overall winner.

Boston.com staff and producers will be live blogging the event as well, adding commentary and the top social comments about the brands and their messages.

SOME ADDITIONS TO THIS YEAR:

This year we have added three new categories to the mix: Most loved by men, most loved by women, and most hated. We will also open up voting once the Super Bowl is over and collect votes from the audience to declare a Boston.com Readers' Choice winner. Readers will be able to vote their favorites up in the scorecard, and share results to their social accounts.

2014 Scoreboard
  • 1.

    Budweiser

    • 63493Tweets
    • +80%Sentiment
    • 80Score
    Timeline
    Volume
    By Gender
  • 2.

    Doritos

    • 52189Tweets
    • +87%Sentiment
    • 71Score
    Timeline
    Volume
    By Gender
  • 3.

    Cheerios

    • 34698Tweets
    • +89%Sentiment
    • 48Score
    Timeline
    Volume
    By Gender
  • 4.

    Pepsi

    • 43789Tweets
    • +66%Sentiment
    • 45Score
    Timeline
    Volume
    By Gender
  • 5.

    Coke

    • 33389Tweets
    • +57%Sentiment
    • 30Score
    Timeline
    Volume
    By Gender
  • 6.

    Bud Light

    • 31070Tweets
    • +54%Sentiment
    • 27Score
    Timeline
    Volume
    By Gender
  • 7.

    Audi

    • 21232Tweets
    • +77%Sentiment
    • 26Score
    Timeline
    Volume
    By Gender
  • 8.

    Kia

    • 19803Tweets
    • +77%Sentiment
    • 24Score
    Timeline
    Volume
    By Gender
  • 9.

    Radio Shack

    • 15180Tweets
    • +97%Sentiment
    • 23Score
    Timeline
    Volume
    By Gender
  • 10.

    Axe

    • 17568Tweets
    • +74%Sentiment
    • 21Score
    Timeline
    Volume
    By Gender
  • 11.

    Ford

    • 17458Tweets
    • +68%Sentiment
    • 19Score
    Timeline
    Volume
    By Gender
  • 12.

    Pistachios

    • 11522Tweets
    • +86%Sentiment
    • 16Score
    Timeline
    Volume
    By Gender
  • 13.

    Transformers

    • 9844Tweets
    • +93%Sentiment
    • 14Score
    Timeline
    Volume
    By Gender
  • 14.

    Oikos

    • 9367Tweets
    • +86%Sentiment
    • 13Score
    Timeline
    Volume
    By Gender
  • 15.

    Jaguar

    • 9518Tweets
    • +89%Sentiment
    • 13Score
    Timeline
    Volume
    By Gender
  • 16.

    Toyota

    • 13078Tweets
    • -58%Sentiment
    • 12Score
    Timeline
    Volume
    By Gender
  • 17.

    Maserati

    • 10018Tweets
    • +72%Sentiment
    • 11Score
    Timeline
    Volume
    By Gender
  • 18.

    Godaddy

    • 9024Tweets
    • +69%Sentiment
    • 10Score
    Timeline
    Volume
    By Gender
  • 19.

    T-Mobile

    • 9487Tweets
    • +69%Sentiment
    • 10Score
    Timeline
    Volume
    By Gender
  • 20.

    Chevrolet

    • 6920Tweets
    • +87%Sentiment
    • 10Score
    Timeline
    Volume
    By Gender
  • 21.

    Chrysler

    • 8426Tweets
    • +77%Sentiment
    • 10Score
    Timeline
    Volume
    By Gender
  • 22.

    Volkswagen

    • 7134Tweets
    • +80%Sentiment
    • 9Score
    Timeline
    Volume
    By Gender
  • 23.

    Sodastream

    • 9050Tweets
    • +65%Sentiment
    • 9Score
    Timeline
    Volume
    By Gender
  • 24.

    Chobani

    • 7740Tweets
    • +77%Sentiment
    • 9Score
    Timeline
    Volume
    By Gender
  • 25.

    Carmax

    • 6074Tweets
    • +79%Sentiment
    • 8Score
    Timeline
    Volume
    By Gender
  • 26.

    Butterfinger

    • 7616Tweets
    • +61%Sentiment
    • 7Score
    Timeline
    Volume
    By Gender
  • 27.

    Heinz

    • 5114Tweets
    • +79%Sentiment
    • 6Score
    Timeline
    Volume
    By Gender
  • 28.

    Hyundai

    • 5563Tweets
    • +68%Sentiment
    • 6Score
    Timeline
    Volume
    By Gender
  • 29.

    GoPro

    • 3139Tweets
    • +88%Sentiment
    • 4Score
    Timeline
    Volume
    By Gender
  • 30.

    Honda

    • 3696Tweets
    • +62%Sentiment
    • 4Score
    Timeline
    Volume
    By Gender
  • 31.

    TurboTax

    • 1995Tweets
    • +81%Sentiment
    • 3Score
    Timeline
    Volume
    By Gender
  • 32.

    Squarespace

    • 1649Tweets
    • +87%Sentiment
    • 2Score
    Timeline
    Volume
    By Gender
  • 33.

    M&Ms

    • 2115Tweets
    • +67%Sentiment
    • 2Score
    Timeline
    Volume
    By Gender
  • 34.

    Bank of America

    • 1703Tweets
    • +60%Sentiment
    • 2Score
    Timeline
    Volume
    By Gender
  • 35.

    Spiderman

    • 2071Tweets
    • +73%Sentiment
    • 2Score
    Timeline
    Volume
    By Gender
  • 36.

    Subway

    • 2092Tweets
    • +65%Sentiment
    • 2Score
    Timeline
    Volume
    By Gender
  • 37.

    H&M

    • 1122Tweets
    • +80%Sentiment
    • 1Score
    Timeline
    Volume
    By Gender
  • 38.

    Duracell

    • 552Tweets
    • +71%Sentiment
    • 1Score
    Timeline
    Volume
    By Gender
  • 39.

    Geico

    • 866Tweets
    • +65%Sentiment
    • 1Score
    Timeline
    Volume
    By Gender
  • 40.

    Sonos

    • 420Tweets
    • +95%Sentiment
    • 1Score
    Timeline
    Volume
    By Gender
  • 41.

    Jeep

    • 1064Tweets
    • +79%Sentiment
    • 1Score
    Timeline
    Volume
    By Gender
  • 42.

    Sprint

    • 831Tweets
    • -60%Sentiment
    • 1Score
    Timeline
    Volume
    By Gender
  • 43.

    Microsoft

    • 458Tweets
    • +93%Sentiment
    • 1Score
    Timeline
    Volume
    By Gender
  • 44.

    American Family Insurance

    • 197Tweets
    • +67%Sentiment
    • 0Score
    Timeline
    Volume
    By Gender
  • 45.

    Beats Audio

    • 189Tweets
    • +68%Sentiment
    • 0Score
    Timeline
    Volume
    By Gender
  • 46.

    WeatherTech

    • 224Tweets
    • +95%Sentiment
    • 0Score
    Timeline
    Volume
    By Gender
  • 47.

    Alex and Ani

    • 241Tweets
    • +75%Sentiment
    • 0Score
    Timeline
    Volume
    By Gender
  • 48.

    Staples

    • 260Tweets
    • +61%Sentiment
    • 0Score
    Timeline
    Volume
    By Gender
Live Blog
Produced by Boston.com Staff
Overall Statistics
  • Overall Tweets0
  • #brandbowl13064
#Brandbowl tweets

Add your comments, or talk some smack, at the bottom of the Twitter box.

Last year's ads
2013 Overall Winner
Volkswagen
  • 86,614Tweets
  • +69%Sentiment
  • 69Score
2013 Most Talked About
Bud Light
  • 86,880Tweets
  • +68%Sentiment
  • 68Score
2013 Most Loved
Taco Bell
  • 56,592Tweets
  • +81%Sentiment
  • 53Score
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