POSITIVE 19% 77%NEUTRAL 4%NEGATIVE

How Super Bowl fans feelABOUT BEYONCÉ PERFORMING AT HALFTIME

#1 - love on top

#2 - End of time

#3 - Halo

#4 - Single ladies

#5 - RUN THE WORLD

Top 5 songs Beyoncé fansWANT TO HEAR AT THE SUPER BOWL

ON THE SUPER BOWLON THE SUPER BOWL

“I still can't believe they're interrupting a Beyoncé concert with the Super Bowl”

“So Beyoncé is doing the super bowl halftime show? Stop it. I am more excited

about the halftime show than the superbowl now. #ohmylanta”

50%

34%

9%

2% 2% 3% House of DeréonL’OréalChevroletH&MHeat PerfumePepsi

Recent share of conversation ofBRANDS DISCUSSED ALONG WITH BEYONCÉ

Nicki Minaj

0 40000 80000

81700

56065

11193

7959

Beyoncé

Britney Spears

Katy Perry

How Pepsi’sMEDIA MAVENS PERFORMED LIVE *

TOP BEYONCÉ-RELATED CONVERSATIONS FOLLOWING THEPRESIDENTIAL INAUGURATION

TOP RECENT SUPER BOWL CONVERSATIONS RELATED TOBEYONCÉ’S HALFTIME PERFORMANCE

Lip-sync Controversy – Stimulating 5% more conversation than the presidential inauguration, debates erupted on social media about whether her lip-sync was acceptable or not, with many comparing it to Whitney Houston’s controversial (she lip-synced too) Super Bowl XXV National Anthem performance

31%Presidential Inauguration – Beyoncé performance had a huge impact on her overall conversation, with many viewers pleased that she had “nailed” it30%

XLVII

Power Couple – The focus of social activity for Beyoncé and Jay-Z’s relationship centers around them as the perfect “power couple” and their stylish inauguration attire13%Rihanna – The rivalry between fans of the two divas had many debating whether or not Rihanna could’ve performed better at the inauguration7%

Kelly Clarkson – Viewers thought that both artists performed admirably at the inauguration, yet they thought more poorly of Beyoncé due to her lip-sync controversy

6%

Super Bowl – While the Super Bowl was not (yet) a big topic immediately following the inauguration, only 13% of the Super Bowl-related Beyoncé conversations had to do with people concerned that she’ll lip-sync again

7%

0 Nuclear Survivor Bootylicious

35000

30000

25000

20000

15000

10000

5000

Most discussedDESTINY’S CHILD SONGS BY FANS *

Networked Insights' analysis was performed using SocialSense, the first marketing decisions platform used by brand advertisers,

innovative marketers, and entertainment companies to extract consumer insights and real-time trends from social data.

Beyoncé fans responded positively to her selection as H&M spokeswoman. Other

conversations, however, indicate feelings of oversaturation by Beyoncé, due to her

multiple endorsement deals.

How doesBEYONCÉ COMPARE TO HER PEERS? *

# 1 # 2

# 3

Rihanna 27%

Nicki Minaj 20%

Lady Gaga 16%

Katy Perry 12%

Beyoncé Knowles 12%

Adele 10%

Destiny’s Child fans are hoping that their favorites will be performed at the Super Bowl. “Nuclear” has attracted a lot of attention because it’s their first new song in years, however Destiny’s Child & Beyoncé fans are largely disappointed with it.

* Total number of Pepsi-related conversations over the last 12 months

* Over the last 3 months * Over the last 12 months, share of voice by female performer

Wonder if she’s also going to lip-sync this performance (and while the conversation is very polarized, it is still trending positively for Beyoncé)

30%

Her Songs – Even with the lip-sync scandal, the #BeyHive won’t stop talking about their favorite songs5%

Drawing comparisons to Whitney Houston’s controversial Super Bowl XXV lip-sync (conversations are trending positively towards Beyoncé)2%

Still excited about watching her halftime show26%Looking forward to the Destiny’s Child reunion19%