Engagement Labs Ranks the Top Performing Advertisers and Sponsors of The Big Game on Social Media TORONTO, Ontario — February 8, 2016 – Technology and data company Engagement Labs, creator of eValue Analytics™ score, today released Total SocialTM rankings of the top performing advertisers and sponsors of the Big Game on Facebook, Twitter and Instagram, which took place on February 7, 2016. The opportunity for brand amplification both online and offline has never been bigger than during the Big Game. Conversations online and offline are augmenting each other to drive a bonanza of dialogue – superseding all demographics and standard advertising metrics. It is no surprise to see advertisers and sponsors spending millions of dollars to attach themselves to the event. eValue Rankings of the Top Ten Performing Advertisers on Facebook,
Like many Americans, we spent last Sunday crowded around the television. Football – and especially the Super Bowl – is not just a team sport. It’s a team viewing event as well. Many of us attended parties and watched the game along with family and friends. But how does this type of co-viewing impact our engagement with this year’s commercials? With the cost of a 30-second commercial at $5 million, the answer to this question matters quite a bit. Possibly the oldest form of distraction for TV audiences is simply other people in the same room. When people watch television together, there’s a good chance that during commercial breaks people may decide to chat among themselves about something else— the latest family news or upcoming vacation plans. Co-Viewing Audiences Pay
by Ed Keller The Seattle Seahawk’s vaunted “12th man” and the crowd noise they generate make their home field the loudest of any stadium in the NFL. That sound is beginning to reverberate across the nation, as the Seahawks moved up 11 places in terms of their NFL Word of Mouth ranking among the 32 teams. Nevertheless, the Denver Broncos have had a clear word of mouth lead over the Seahawks, nationwide, over the course of this football season. These are the season-to-date statistics about word of mouth for the NFL, according to the Keller Fay Group, a word of mouth marketing research company that provides ongoing word of mouth tracking including both offline conversations as well as online chatter. Denver jumped into the ranks of top 5 most talked NFL
Fall is here, and with it everyone is talking football. Well, not everyone, perhaps. But befitting the nation’s most popular sport, it generates a huge amount of conversation. According to my firm’s research, there are 15 billion annual WOM impressions about football. In fact, over the course of the year, fully a third of all conversations about sports are about NFL teams. Which teams get the most chatter? That depends heavily on whether you measure via social media, or whether you also include the 90% of conversations that take place offline. With the NFL – as with so many areas of American life that we look at – it turns out the two conversations are quite different. As noted in my recent blog post, an ambitious academic research study that
By Ed Keller The Super Bowl is upon us, and with it anticipation about the advertising is heating up. Some say that interest in the ads is as great, or greater, than interest in the game itself. There is no question that the Super Bowl generates not only a large viewing audience but also tremendous buzz – offline and online – about the ads. Rather than being a once a year phenomenon, however, the Super Bowl is merely one in a series of programming options each year that proves an important fact: Co-viewing of sporting events and family-oriented television programming is a boon to advertisers because the spark significantly elevates levels of consumer conversation about the ads. When people watch television with other people, whether it be with family members
By: Ed Keller The teams for the Super Bowl are now set. Callers to sports radio shows and pundits on cable TV will debate who has the better chance to win and why. At the same time, the marketing pundits are gearing up to assess who will get the most bang for the $4 million being invested for each 30 second spot. It used to be the winner of the USA Today Ad Meter was the arbiter they used to assess who “won” and who “lost” the advertising wars. Now, however, conventional wisdom is that we can judge success via monitoring twitter and other online social media. Consider these data and comments from last year’s postmortem, as an example. “The numbers are in and this year’s Super Bowl generated record-breaking
MediaBizBloggers.com Posted by Graeme Hutton Have you ever wondered how to maximize the word of mouth from your Super Bowl ad? The Super Bowl remains the most watched annual TV event in the United States – an average of 44% of all homes watched last year. It’s not so much a TV show as a major cultural phenomenon. Its ability to boost a brand’s word of mouth has reached almost mythical proportions ever since Apple’s 1984 commercial heralded the launch of the Macintosh computer. Let’s assume for one moment that we have a great ad, a creative asset that resonates well with the consumer. Is that enough? Our initial regression modeling suggests that besides a great ad, just maximizing the audience rating may not be enough. Critically, the quarter of
- Published in News & Events
By now, we all know that the 2010 Super Bowl was the most watched television show in history. Also, many are also aware of the grass roots fan campaign that has sprung up on Facebook helping to secure an upcoming appearance on Saturday Night Live for the 88-year old Betty White, motivated by her Snickers commercial (with Abe Vigoda).But it wasn’t just Betty White or the Snickers commercial that got people buzzing after the Super Bowl. In fact, Super Bowl advertisers as a group enjoyed quite a big “lift” in consumer word of mouth about their brands following this year’s game, according to Keller Fay research. How big is big? In the week following the game there were 137 million more conversations about advertised brands than those same brands enjoyed
Super Bowl Sunday is upon us. The NFL got the match-up it wanted, with the top team in each conference facing off. CBS has announced that advertising inventory is now fully sold out at rates reported to be as high as $3 million per 30-second ad. All that is left is to sit back and enjoy the game, unless you are an advertiser, in which case you also need to evaluate the impact of your investment. For the 4th consecutive year, we at the Keller Fay Group will be evaluating the word of mouth impact of Super Bowl ads, and in advance of the game we have reflected on some of the most common questions that are asked each year by marketers who are investing in the game (or considering
January is a great month for sports fans, and sports marketers: the NFL playoffs are about to begin and the Super Bowl season is nigh upon us, with CBS reporting that almost all of its ad slots have been sold; college bowl games have been building toward the crowning of a national champion this week; for tennis fans, the first major of the season will get started soon “down under.” And as soon as January ends, the Winter Olympics are upon us.For marketers, all of this begs the question: How much does it really pay to market to sports fans? Are they truly a special and engaged audience? My firm’s word of mouth tracking research documents clearly that sports fans are key consumers for brands to target. They are considerably
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