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Perish the thought, but for many viewers, the Super Bowl is about more than the ads. With linear TV viewing down, fewer people are seeing them. And when they do, the social chatter is likely to be critical—or worse, neutral.
An analysis of online conversations during the last five Big Games by Influential, an AI-powered social data platform backed by IBM Watson, shows that sentiment about Super Bowl commercials is trending down. Positive reactions have fallen from 28% of overall social chatter around the Big Game in 2017 to 15% in 2021, while negative comments have gone from 16% five years ago to 34% last year.
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