"How it works: X's AI-powered tracking platform, BrandRanx, monitored brand sentiment and buzz from Jan. 25 - the NFL Conference Championships - through Sunday night's Super Bowl and analyzed millions of posts, replies and reposts. The result is a dynamic, real-time ranking of the most talked about, most positive, most reposted and most disruptive - online ads only - brands. Of note, X executives said their teams used additional scanning and monitoring to ensure bot-driven activity did not influence the rankings."
"Zoom in: According to the rankings, Apple Music is the brand that saw the most conversation on X throughout the tracking period due to Bad Bunny's halftime performance, followed by Pokémon and Dunkin'. Budweiser, Pokémon and Apple Music received the most positive engagement and sentiment around their ads, while State Farm and Google Gemini were among the brands with the most viral posts. While Kraft Mac & Cheese did not run a national TV spot, it ranked as the most disruptive by driving the highest percentage of brand conversation on X. Garage Beer, Jeep and Skittles also showed up as disrupters."
"Zoom out: While only Google's Gemini ad landed on the BrandRanx rankings, several AI giants spent money on the big game with the hope of humanizing the technology. Meta ran two spots highlighting the Meta glasses, while OpenAI ran an ad promoting its coding agent CodeX. Anthropic made waves ahead of the Super Bowl with a series of spots that positioned Claude as the anti-ad chatbot. And Microsoft used the moment to run an ongoing campaign to promote Copilot."
X's BrandRanx tracked brand sentiment and buzz from Jan. 25 through the Super Bowl, analyzing millions of posts, replies and reposts. The platform produced a real-time ranking of online-only ads across metrics: most talked about, most positive, most reposted and most disruptive. Additional scanning aimed to exclude bot-driven influence. Apple Music led conversation largely because of Bad Bunny's halftime performance, followed by Pokémon and Dunkin'. Budweiser, Pokémon and Apple Music showed the most positive engagement, while State Farm and Google Gemini produced highly viral posts. Kraft Mac & Cheese ranked most disruptive despite no national TV spot. Several AI companies also ran ads during the game.
Read at Axios
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