The CS Insights team sought to determine how brand advertisers could tap into the Super Bowl most effectively. By surveying the internet, we aimed to discover what Super Bowl viewers talked about the most, what they liked and disliked, and how various topics compared to each other in terms of share of voice.

Creativ Insights pulled 100,000 data points across YouTube, Instagram, TikTok, Reddit, and news articles for the keyword 'Super Bowl' from February 11th-14th. Our machine learning algorithm defined top trending topics related to 'Super Bowl' search. Trending topics were then ranked by share of voice, number of engagements, engagement rate, and net sentiment score (positive or negative on an index of 100 to -100), with summarized consumer comments on each one. Comment, post, and data point selection were ingested randomly to create a representative sample.

The Kansas City Chiefs garnered the largest share of voice, followed by Taylor Swift, Deadpool, and Patrick Mahomes. Travis Kelce experienced negative sentiment, driven by his game behavior and conspiracy theories about a scripted Super Bowl involving Taylor Swift.

Despite having the second largest share of voice, Taylor Swift's reception was nearly neutral, reflecting polarized opinions. Musical artists, particularly Reba McEntire (76%+), Post Malone (55%+), and Usher (34%+), received the most positive sentiment, while Deadpool generated the highest engagement and positive sentiment of any commercial spot, with a 15%+ engagement rate. Overall, consumers expressed dissatisfaction with the Super Bowl ads this year, resulting in a -10% sentiment score.