How does BrandRanx work?

From Jan 25th to Feb 8th, Grok will analyze conversation about brands and advertisers connected to the Super Bowl.  This includes brands that have commercials during the game as well as those who are taking a scrappier approach to being part of the conversation.

There are no hashtags or votes, just AI using NLP (Natural Language Processing) on X, searching for keywords tied to each advertiser’s brand, message, storylines, and spokespeople. 

These keywords are set ahead of the game based on industry news coverage and refined in real time from a live war room during the game.

Who can participate / be ranked?

Any brand generating Super Bowl-related conversation on X is automatically considered—no sign-up needed.

Participating actively (e.g., posting timely content, engaging fans) boosts visibility and potential rankings.  Advertising on X also increases chances to win as X advertisers see over 2x more mentions than non-advertisers.

What are the categories and how are they evaluated and measured?

1. Most Talked About

The brand with a national Super Bowl TV ad that generated the most positive and engaging online conversation.

• How it's scored
  •  60% conversation volume (how much people talked about it)
  •  20% engagement (likes, comments, shares
  • 20% sentiment (how positive the conversation was)

2. Most Positive Sentiment

The brand whose Super Bowl ads received the highest share of positive reactions.

• How it's scored
  • Percentage of positive posts out of all posts about the brand during Super Bowl week. Highest positive percentage wins     

3. Most Shared

The brand whose positive Super Bowl-related content was reposted the most.

• How it's scored
  • Total reposts from positive posts only. Highest repost count wins   

4. Most Disruptive Brand Outside TV

The brand that didn’t run a national Super Bowl TV ad but still captured the most attention and positive conversation.

• How it's scored
  • 60% conversation volume (how much people talked about it)
  • 20% engagement (likes, comments, shares)
  • 20% sentiment (how positive the conversation was)

Does it filter negative sentiment? How?

Yes. Grok will consider only positive posts, and drop negative posts as having no value even with strong volume or engagement.

Brands with high negative sentiment get a 20% weighting as a built-in penalty; so we reward brands that drive mostly upbeat buzz rather than controversy or mixed reactions.

How does it track disruption outside of TV?

We separate brands into two clear groups based on confirmed national Super Bowl TV buys and a real-time tracker and a Non-TV group: all other brands generating Super Bowl-related buzz on X: viral moments, clever tie-ins, and “ambush” marketing.

Can I follow the ranking Live?

Yes. See the top 5 brands at any given time by checking out the NFL Portal, or the  @XBusiness and @Sports handles.  As conversation escalates between Feb 5-8, you’ll see a real-time feed dynamically displaying the rankings. 

When will the winners be announced?

Monday Feb 9th - morning.  We will partner with a leading publication to announce the winners across all 4 categories as part of the post Super Bowl Monday morning news cycle.  Winning brands will receive trophies delivered to their offices, and their campaigns will be highlighted on X’s owned high reach handles including @XBusiness & @X and @sports.