Business students will study Super Bowl tweets to evaluate ad favorability

Eastern Michigan University business students are conducting a study 2015 Super Bowl ad favorability among hundreds of EMU students, faculty, staff and alumni during the big game this weekend as part of an event called “EMU Tweet Bowl.”

The College of Business students call themselves Team Advertising Data Analytics. They will watch twitter during the game to keep track of how often the EMU community tweets as they watch Super Bowl advertisements. The team will also take into account what these twitter users have to say about the advertisements they tweet about.

The team has been stationed in the Student Center over the past month gathering a list that includes hundreds of Twitter handles from people in the EMU community.

“Advertising agencies evaluate the performance of commercials using focus groups and large scale surveys,” said Soliman Almahmoud, co-chair of EMU Tweet Bowl. “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.”

The 2015 Super Bowl, which is a showdown between the New England Patriots and Seattle Seahawks, starts at 6:30 p.m. on Sunday in Glendale, Ariz. It will be telecast on NBC.

You can follow Team ADA on Twitter at @emutb2015 or on Facebook at Results of the study will be posted on the team’s Facebook page.

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