Case Study: Mintel Comperemedia achieves rapid, actionable Super Bowl LVI advertising insights with Infegy Atlas

Mintel Comperemedia analyzes Super Bowl LVI advertising to provide insights on emergent and unique branding moments

Mintel’s Comperemedia, a market-intelligence arm focused on consumer and competitive research, set out to analyze how brands used social media around Super Bowl LVI to measure audience response, identify high‑impact digital strategies, and surface exclusive recommendations. The team needed timely, contextualized social listening to track real‑time brand moments — including an unplanned, high‑visibility Coinbase QR ad — and to evaluate sentiment, reach and demographic engagement during the event window.

Working with Infegy Atlas, Comperemedia ran prebuilt and adaptive queries covering five days before and after the game to measure volume, sentiment, emotions and audience demographics. The analysis showed Coinbase’s site outage did not materially harm its overall message and, paired with omnichannel spend data (a 5.8% lift the following week), demonstrated the campaign’s effectiveness. The rapid insights enabled Comperemedia to publish a new, data‑driven report with actionable social media recommendations in just three weeks, strengthening their client offering.

Mintel

Amanda Vitrano

Senior Digital Marketing Analyst