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It’s official, one of the top 5 emotions expressed online about the game was boredom, not just for the game, but for the ads too. Only a SpongeBob meme saved the day… sort of.

This year’s Super Bowl sparked over 5.5 million social media posts, and by using a data science technique known as ‘conversational analysis’, we can see that ‘boredom’ was officially a top emotion felt by the viewers.

“73% of emotions were positive. The top emotions were: Success, Desire, Happiness, Boredom, Love. These conversations were held mostly (68%) by males.” — Mitchell Grunin @ Networked Insights / audience.ai


When we dive into the data, boredom was the predominant sentiment felt in 495,000 social posts on Sunday, relating largely to the low-scoring game and the two teams that were playing. In previous years the game is only one factor in the Super Bowl experience though, with the half time show and the commercials playing a big role in the general mood. However, even though brands managed to trigger 470,000 posts of their own this year, the data shows the audience was let down on that one too.


This year, the commercials just didn’t have the same sort of impact that they usually do. Sure, each year there are winners and losers, and everyone has their own feelings about what was good and what was bad, but this year, well, it was much more of a damp squib feeling across the board.


In search of some positive news, Budweiser’s “Bud Knight” ad campaign came to a dramatic finish and brought in elements from the hit show “Game of Thrones”, triggering a decent response from the audience.


And Disney got a huge boost in publicity after the Patriots Victory, when Tom Brady and Julian Edelman proclaimed, “We’re going to Disney World!” (they were actually seen at Disney world today.)


But, it was a unique campaign run by Redditors and social media users that was shining light.


On November 28th, 2018, Stephen Hillenburg, creator of SpongeBob SquarePants, passed away. This prompted a petition to play “Sweet Victory” (a song played by the titular character during the ‘Bubble Bowl’) during the half-time show. This petition rapidly circulated across the internet and eventually got over 1.2 million signatures.


During Maroon 5’s half-time show, a scene from the SpongeBob episode came on screen — and the “Sweet Victory” song began to play — only for it to be cut off by the introduction of Travis Scott’s “Sicko Mode.”


It could be argued that the movement had its moment of success and that any nod to their request during the most expensive airtime ever was a success, but the data reveals that the internet was not happy.

“On Twitter alone, there were 380K posts (38% highly negative) calling out the NFL for teasing and ultimately deceiving its fans.” — Mitchell Grunin @ Networked Insights / audience.ai

 

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Love, happiness, and desire might feel like natural emotions to associate with candy, but what about ‘success’, ‘remorse’, ‘amusement’ and ‘relief’? Using powerful AI to interpret what we say online, Networked Insights has spent the last decade perfecting its picture of how language translates to emotions, and how those strong emotions translate to actions, in this case, candy consumption!


By factoring in the volume and intensity of 38 emotions, we ranked how the nation really feels, state by state. And, well, as we might expect, emotions always reveal some very real curveballs!


Illinois is the most representative of the nation’s overall feelings ranking Snickers in the top spot, followed by Skittles and then Sour Patch Kids.


But Utah gets the warm and fuzzies for Ghirardelli, Minnesota just can’t show enough how much it loves Sweet Tarts, Montana is all about the Grandparent’s favorite, Werther’s Original, and Arkansas must be watching its figure with its passion for…. 5 Gum!


What does your state love? Check our complete ranking….


Alabama — 
(1st) Reese’s (2nd) Twix (3rd) Kit Kat

Alaska — (1st) Snickers (2nd) Sour Patch Kids (3rd) Twix

Arizona — (1st) Skittles (2nd) Sour Patch Kids (3rd) Big Red

Arkansas — (1st) Twizzlers (2nd) Skittles (3rd) 5 Gum

California — (1st) Air Heads (2nd) Twizzlers (3rd) Sour Patch Kids

Colorado — (1st) Skittles (2nd) Snickers (3rd) Twix

Connecticut — (1st) Almond Joy (2nd) Twizzlers (3rd) Smarties

Delaware — (1st) Reese’s (2nd) Twizzlers (3rd) Snickers

Florida — (1st) Twix (2nd) Skittles (3rd) Jolly Rancher

Georgia —(1st) Skittles (2nd) Twix (3rd) Twizzlers

Hawaii — (1st) Kit Kat (2nd) Sour Patch Kids (3rd) Big Red

Idaho — (1st) Butterfinger (2nd) Hershey’s (3rd) Red Vines

Illinois — (1st) Snickers (2nd) Skittles (3rd) Sour Patch Kids

Indiana — (1st) Reese’s (2nd) Hershey’s (3rd) Twix

Iowa — (1st) Baby Ruth (2nd) Kit Kat (3rd) Snickers

Kansas —(1st) Jolly Rancher (2nd) Sour Patch Kids (3rd) Skittles

Kentucky — (1st) Swedish Fish (2nd) Skittles (3rd) Sour Patch Kids

Louisiana — (1st) Airheads (2nd) Skittles (3rd) Smarties

Maine — (1st) Red Vines (2nd) Starburst (3rd) Twizzlers

Maryland — (1st) Reese’s (2nd) Swedish Fish (3rd) Skittles

Massachusetts — (1st) Hershey’s (2nd) Reese’s (3rd) Snickers

Michigan — (1st) Starburst (2nd) Skittles (3rd) Twizzlers

Minnesota —(1st) Tarts (2nd) Tootsie Pops (3rd) Starburst

Mississippi — (1st) Snickers (2nd) Skittles (3rd) Starburst

Missouri — (1st ) Hershey’s (2nd) Twix (3rd) Reese’s

Montana —(1st ) Kit Kat (2nd) Werther’s Original (3rd) Jolly Rancher

Nebraska — (1st) Hershey’s (2nd) Reese’s (3rd) Snickers

Nevada — (1st) Skittles (2nd) Jolly Ranchers (3rd) Smarties

New Hampshire — (1st) Butterfinger (2nd) Snickers (3rd) Milky Way

New Jersey — (1st) Snickers (2nd) Hershey’s (3rd) Reese’s

New Mexico — (1st) Snickers (2nd) Twix (3rd) Kit Kat

New York — (1st) Sour Patch Kids (2nd) Snickers (3rd) Skittles

North Carolina — (1st) M&Ms (2nd) Snickers (3rd) Reese’s

North Dakota — (1st) Skittles (2nd) Starburst (3rd) M&Ms

Ohio — (1st) Airheads (2nd) Skittles (3rd) Smarties

Oklahoma — (1st) Skittles (2nd) Twix (3rd) Kit Kat

Oregon — (1st) M&Ms (2nd) Reese’s (3rd) Snickers

Pennsylvania — (1st) Twizzlers (2nd) Kit Kat (3rd) Jolly Rancher

Rhode Island — (1st) Butterfinger (2nd) Hershey’s (3rd) Twix

South Carolina — (1st) Kit Kat (2nd) Hershey’s (3rd) M&Ms

South Dakota — (1st) Tootsie Pops (2nd) Andes (3rd) Snickers

Tennessee — (1st) Twix (2nd) Snickers (3rd) Reese’s

Texas —(1st) Sour Patch Kids (2nd) Skittles (3rd) Jolly Rancher

Utah — (1st) Skittles (2nd) Snickers (3rd) Ghirardelli

Vermont — (1st) Starburst (2nd) Skittles (3rd) Jolly Rancher

Virginia — (1st) Reese’s (2nd) Hershey’s (3rd) Kit Kat

Washington — (1st) Sour Patch Kids (2nd) Skittles (3rd) Snickers

West Virginia — (1st) Snickers (2nd) Sour Patch Kids (3rd) Smarties

Wisconsin — (1st) Snickers (2nd) Reese’s (3rd) Skittles

Wyoming — (1st) Kit Kat (2nd) Jolly Ranchers (3rd) Reese’s


Learn more about using emotions to help your brand conduct audience research or find new segments of audiences for targeting: Why We All Need A “LOVE / HATE” Relationship With Targeting Data)

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audience.ai research found that people going through pivotal life events like graduation, marriage or starting families are more likely to have similar interests and affinities than those in similar demographic targeting groups based on age, gender or income.

For the study, audience.ai examined millions of conversations through the lens of five significant life stages to understand how audience interests, conversations and brand preference differ from life stage to life stage.

Check out what we discovered, like how recent graduates differ from retirees in the media they consume or how new parents differ from affluent professionals in the brands they love or why millennials and retirees may have more in common than expected.

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In 2016, businesses wasted $347 billion globally on marketing campaigns because they simply did not work. How is that possible? Their campaigns were not relevant. Why? They didn’t capitalize on technologies that achieve personalization at scale. More than simply surviving, brands and agencies must be relevant to their customers. When compared to cookies or demographic targeting, combining artificial intelligence with public conversational data offers marketers a deeper data set and a more holistic view of their audience, which means better targeting.

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