How Engaging are Super Bowl Ads with the Hispanic Audience

Project Description

This year, many brands made decisive efforts to be more inclusive in their Super Bowl Ads to reach Hispanic and Black communities nationwide. In this O.Y.E. short study, our team reviewed conversations over 10 days discussing major advertisers of the big game. We used O.Y.E. proprietary software to segment conversations by authors’ age, ethnicity, gender, sentiment, and more to understand how well Super Bowl ads successfully engage diverse audiences.


This analysis was extrapolated from a data set of 150,273 conversations on Twitter, of which 45,574 were from verified U.S. Hispanics and 25,398 were from verified Black Americans. All data was gathered from 1/29/2021 – 2/8/2021.

Listen to the Podcast on our Spotify channel

Download the Report

Watch the Videocast on our Nativa channel