Scroll down for more notes and context.
• ListenFirst tracked both absolute and relative growth, but also kept track of each brand's average social community growth throughout January to serve as a baseline. ListenFirst's Social Audience Impact Score, shown in the bar charts above, represents how brands grew their social followings relative to their usual, pre-Super Bowl growth rate, as benchmarked in January.
• Esurance deserves special mention -- see above -- for its campaign before and surrounding the big game. As Ad Age's Adrianne Pasquarelli reported, the San Francisco-based insurer aired a 30-second commercial about 10 minutes before kickoff to promote its Twitter-based sweepstakes.
• The Super Bowl 50 advertisers that fared the best in social audience acquisition (in order): GoPro, McDonald's, Pepsi, Coca-Cola, Pokémon, Hyundai, Audi, Budweiser, Toyota and T-Mobile.