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Super Bowl

Superbowl: How much of it is really about the sport?

For our purposes, and indeed many a brands, it’s all about the commercial breaks. With 30 seconds worth of ad airtime going for $3 million, return on investment is surely top of mind for brands buying airtime during the Super Bowl.

The attention garnered from ad spend around the Super Bowl is massive and there is surely a number of parties looking to get their own coverage (without the sizeable spend). While most are happy to get their due attention by having produced the advert, others have to resort to creativity of a different sort.

A Boston advertising agency, Mullen, went that step further by setting up a site to track conversations featuring brands advertising in the Super Bowl. By monitoring activity on Twitter, the agency was able to measure volume, sentiment, and the most (and less) popular brands.

Aside from freely publishing the results of their tracking, the agency also offered free creative services to the lowest performing brand.