We recently completed an analysis, in collaboration with Kantar Video, on social conversations around Super Bowl game-day commercials. For OpenAmplify’s contribution, we focused on one of the largest category of advertisers: automotive. As part of their annual study on what’s dubbed as “Big Game Advertising,” Kantar Video examined online video viewership and social activity to determine earned media value.  Building on important viewership metrics, a closer look at what people are actually saying about the commercials seemed like the logical next step.