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FEBRUARY 1, 2015

SUPERBOWL XLIXTWITTER REPORT

SUPER BOWL XLIX

Super Bowl XLIX, the halftime show and the two competing teams generated a total of 16.7 million tweets on February 1

This is about 8% lower compared to the number of tweets accumulated during the Super Bowl XLVIII on February 2, 2014

56% of all tweets this year were retweeted posts, while 41% were original user tweets

The social battle between the New England Patriots and the Seattle Seahawks ended with a close win for the Patriots by14,000 tweets; The quarterbacks’ share of voice was split in 82% for Tom Brady and 18% for Russell Wilson

Focusing on two of the more notable issues this year, the brawl that occurred during the last moments of the game(43,574 tweets) was a more dominant topic compared to mentions about the #deflategate issue (32,545 tweets)

Sentiment of tweets about the Super Bowl this year was generally favorable, with 58% of all posts (excluding neutralcontent) being positive

HALFTIME SHOW

Mentions about the Halftime Show were close to 3 million tweets; Katy Perry appeared in 39% of all halftime mentions,compared to 2% for Lenny Kravitz and 8% for Missy Elliott

In comparison, Bruno Mars and his SBXLVIII Halftime Show surfaced in 580,700 tweets on February 2, 2014

Viewers’ sentiment about the Halftime Show was quite favorable, with 55% of conversations being positive

SUPER BOWL XLIX TWITTER MENTION REPORT | FEBRUARY 1, 2015 2

EXECUTIVE SUMMARY

2,191,215

2,100,800

998,101

391,794

336,837

315,563

253,514

223,376

173,737

148,917

#sb49

#superbowl

#superbowlxlix

#seahawkswin

#patriotswin

#seahawks

#patriots

#superbowlsunday

#halftime

#gohawks

4 PM ET 5 PM 6 PM 7 PM 8 PM 9 PM 10 PM 11 PM

Below is an overview of mentions related to Super Bowl XLIX, the participating teams and other related Twitter data captured on February 1, 2015.

3

SUPER BOWL ONLY SEATTLE SEAHAWKS NEW ENGLAND PATRIOTS HALF TIME SHOW ADVERTISEMENT

TOTAL MENTIONS(all sources)

10.7 M 3.6 M 3.6 M 3 M 922,929

TWITTER MENTIONS 10,745,702 (99.6%) 3,620,200 (99.4%) 3,634,208 (99.4%) 2,995,280 (99.6%) 914,410 (99.1%)

Idina Menzel sings National Anthem

KICK OFFPatriots

Touchdown

Katy Perry’s Half Time Show Patriots touchdown

Patriots 28, Seahawks 24

Patriots are Super Bowl Champions & Trophy

Presentation

DASHBOARD

SUPER BOWL XLIX TWITTER MENTION REPORT | FEBRUARY 1, 2015

GAME BREAKDOWN TOP HASHTAGS

4

POSITIVE

7%

NEGATIVE

5%

NEUTRAL

88%

SUPER BOWL MENTIONS

SUPER BOWL XLIX TWITTER MENTION REPORT | FEBRUARY 1, 2015

5

Super Bowl XLIX recorded an aggregate of 16.7 million mentions inthe reporting cycle. Twitter produced approximately 99.6% shareof voice among the monitored online media sources. Furthermore,the breakdown of gender demographics of users showed that theratio of male to female contribution was approximately 3:2.

Posts from viewers who enjoyed various commercials (37%) andfavorable feedback on the Super Bowl halftime show (27%) werethe major drivers of positive content.

The majority of negative mentions contained either criticism forsome ads aired during Super Bowl XLIX (36%) or reactions ofviewers to the football game between the New England Patriotsand Seattle Seahawks (24%).

18% 18%

27%

37%

VIEWERSATISFACTION

FANSUPPORT

HALFTIMESHOW/

PERFORMERS

ADS

36%

24%

19%

13%

5%3%

ADS GAMEPLAY DISFAVOR HALFTIMESHOW/

PERFORMERS

VIEWERDISSATIS-FACTION

EXPENSIVETICKET

16.7 Million Mentions

WORD CLOUD

“Superbowl”, “Super”, “Bowl”, “SB49”, “Superbowl49”, “SuperbowlXLIX”, “XLIX”, “Halftime”, “Half”, “Time”, and “2015”

have been excluded from Word Cloud results.

SUPER BOWL XLIX ANALYSIS

TOP RT’S

SUPER BOWL XLIX TWITTER MENTION REPORT | FEBRUARY 1, 2015

41%

56%

2%

Regular Tweet

Re-Tweets

@reply

Mention Type

41%

59%

6

Online conversations about the Pepsi Half Time show generated 3million Twitter mentions, accounting for about 18% of the overallonline content volume about Super Bowl XLIX. More than half (64%) ofthese posts were RTs, while 33% were regular tweets.

Meanwhile, Katy Perry’s performance produced a total of 1.17 millionTwitter mentions - 39% of all Twitter content regarding the halftimeshow.

In terms of sentiment, 11% of the Pepsi Half Time show content wastagged as positive, 4% was negatively inclined, while the rest (85%)bear no sentiment. Thirty six percent of the favorable mentions deemKaty Perry’s performance as one of the best, if not the best halftimeperformance ever. On the other hand, viewer dissatisfaction with thehalf time performance and posts by Katy Perry haters make up 46% ofthe unfavorable mentions about the halftime show.

1.07 Million Mentions

SUPER BOWL XLIX TWITTER MENTION REPORT | FEBRUARY 1, 2015

HALF TIME ANALYSIS

36%

30%

17% 17%

KATY PERRYPERFORMANCE

PRODUCTIONVALUE

PAST HALFTIMESHOWS

OTHER

24%22% 22%

17%

8%

VIEWERDISSATISFACTION

KATY PERRYHATERS

GENERALUNFAVORABLE

MENTIONS

CHOICE OFPERFORMERS

PREVIOUSYEAR

COMPARISON

WORD CLOUD

“Superbowl”, “Super”, “Bowl”, “SB49”, “Superbowl49”, “XLIX”, “Halftime”, “Half”, “Time”, “KatyPerry”,

“KatyPerry’s” “Katy”, “Perry” and “2015” have been excluded from Word Cloud results.

TOP RT’S

33%

64%

3%

Regular Tweet

Re-Tweets

@reply

Mention Type

45%

55%

590,863

337,967

308,579

183,291

162,023

137,275

93,579

75,018

62,643

34,028

#sb49

#seahawkswin

#seahawks

#superbowl

#superbowlxlix

#gohawks

#patriots

#seattleseahawks

#nevssea

#goseahawks

7

TOP RTs

@Seahawks Follower GrowthAverage 60,710New Followers/Month

@Patriots Follower Growth

Average 73,550

New Followers/Month

SUPER BOWL XLIX TWITTER MENTION REPORT | FEBRUARY 1, 2015

TEAM ANALYSIS

32%

68%

51%

42%

7%

RegularTweet

Re-Tweets

@reply

MENTION TYPE

47%

47%

6%

RegularTweet

Re-Tweets

@reply

MENTION TYPE

33%

67%

TOP RTs

TOP HASHTAGS TOP HASHTAGS

545,636

293,206

269,517

184,856

177,865

107,185

92,816

76,893

66,796

62,524

#sb49

#patriotswin

#patriots

#superbowl

#superbowlxlix

#gopats

#seahawks

#patsnation

#patriotsnation

#finishthejob

8

APPENDIX

9

SUPERBOWL OVERALL

"super bowl" OR superbowl OR "superbowl's" OR "super bowl's" OR sb49 OR superbowl49 OR superbowlxlix OR sbxlix OR superbowl2015 OR superbowl15 OR sb15 OR sb2015 OR superbowlsunday OR halftime OR “half-time” OR "half time" OR "hyped for halftime" OR hypedforhalftime OR superbowlhalftime OR pepsihalftimeOR pepsihalftimeshow OR pepsisuperbowl OR pepsisuperbowlhalftime OR pepsisuperbowlhalftimeshow OR superbowlhalftime OR superbowlhalftimeshow OR halftimeshow OR superbowlad OR superbowlads OR superbowlcommercial OR superbowlcommercial OR sbcommercial OR sbcommercials OR seattle OR seahawksOR seattleseahawks OR gohawks OR seahawksnation OR goseahawks OR "#hawks" OR "New England" OR Patriots OR newenglandpatriots OR NEpatriots OR patriotsnation OR patsnation OR gopatriots OR gopats OR newengland OR tombrady OR "tom brady" OR russellwilson OR “russell wilson”

SUPERBOWL

("super bowl" OR superbowl OR sb49 OR superbowl49 OR superbowlxlix OR sbxlix OR superbowl2015 OR sb2015 OR superbowlsunday OR sb15 OR sb2015)

HALFTIME

halftime OR "half time" OR “half-time” OR "hyped for halftime" OR hypedforhalftime OR superbowlhalftime OR pepsihalftime OR pepsihalftimeshow OR pepsisuperbowl OR pepsisuperbowlhalftime OR pepsisuperbowlhalftimeshow OR superbowlhalftime OR superbowlhalftimeshow OR halftimeshow OR (("super bowl" OR superbowl OR "superbowl's" OR "super bowl's" OR sb49 OR superbowl49 OR superbowlxlix OR sbxlix OR superbowl2015 OR superbowl15 OR sb15 OR sb2015 OR superbowlsunday) AND (katyperry OR perry OR “perry’s” OR “lenny kravitz” OR lennykravitz OR missyelliott OR “Missy Elliott”))

TEAM NEW ENGLAND PATRIOTS

("New England" OR Patriots OR newenglandpatriots OR NEpatriots OR patriotsnation OR patsnation OR gopatriots OR gopats OR newengland OR tombrady OR "tom brady")

TEAM SEATTLE SEAHAWKS

Seattle OR seahawks OR seattleseahawks OR gohawks OR seahawksnation OR goseahawks OR "#hawks“ OR russellwilson OR “russell wilson”

SUPER BOWL XLIX TWITTER MENTION REPORT | FEBRUARY 1, 2015

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