Eastern Michigan University
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What Super Bowl ads scored a touchdown with the EMU community? Students measure social media sentiment in 'EMU Tweet Bowl'

Students in marketing, computer information systems seek to provide valuable snapshot of college community to advertisers

Published March 24, 2015

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2015 EMU Tweet Bowl Logo

2015 EMU Tweet Bowl Logo

Many of us like to watch, laugh at, criticize and share sentiments about the very best and worst—Super Bowl ads, that is.

With so much at stake, Super Bowl advertisers need every advantage to win customers.

To help make their jobs easier and to offer an interesting community snapshot, Eastern Michigan University marketing and computer information systems students are conducting research to evaluate 2015 Super Bowl ad favorability in real time among hundreds of EMU students, faculty, staff and alumni.

Throughout January, the marketing students staffed tables at the College of Business and the Student Center, collecting hundreds of Twitter handles from members of the EMU community in order to be able to monitor reactions to the various ads.

Calling themselves Team ADA (Advertising Data Analytics), EMU College of Business marketing students then monitored and evaluated how often and what the EMU community Tweeted about as it viewed Super Bowl ads.

The event was called the 2015 EMU Tweet Bowl.

Results are not yet available but will be posted on Team ADA's Facebook Page when ready.

"Advertising agencies evaluate the performance of commercials using focus groups and large scale surveys," said Soliman Almahmoud, co-chair of the EMU Tweet Bowl event. "Team ADA wants to do just the same thing, but at no cost to advertisers by using social media and observing how much the EMU community engages with commercials."

To request research results or for more information, contact Catherine Rowley, 517.795.4787, crowley3@emich.edu.

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473 Gary Owen Building
300 W. Michigan Ave.
Ypsilanti, Michigan 48197

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