NCAA Bowl Games: Brand Sponsors
Go Head-to-Head on the Social Web
Presented by Scott Briggs
Alterian Hot Topic
NCAA Bowl Games Monitored:
Search Setup In Alterian SM2
Topic Focus: NCAA Bowl Game Brand Sponsorships Two Sets of Searches were run:
• Searches for 5 BCS Bowl Games and 10 Non BCS Bowl Games • Searches for each BCS Bowl Sponsor
Date Range(s): 12/1/2010 – 1/12/2011 Locations / Languages: All Countries & Languages
2010 Daily Volume – All Topics
Analysis
• Total of over 272k social media mentions
• The BCS Championship Bowl is the definitive conversation leader
• BCS Bowls have 4 of the top 5 spots
• Little Caesars Bowl ranks last with barely over 1000 mentions
2010 Daily Volume – All Topics
Analysis
• There’s a large disparity in mentions for BCS vs. Non BCS games
• Over 77% of all mentions were related to the 5 BCS Bowl Games
• The BCS Bowls averaged over 41,000 mentions
• The Non-BCS Bowls averaged 5,988 mentions
Share of Voice Total – All Topics
Analysis • Microblogs
(Twitter &clones) comprise an impressive 47.8%
• Social Networks are a distant second with 28.5% of mentions
• Blogs surprisingly amount to only 1.5%
Analysis • Male social media users dominate the conversation • Users aged 18 to 34 most likely to discuss NCAA Bowl Games
Demographics
Comparative Analysis: TV Viewership
Analysis: • The BCS
Championship Game
was the highest rated
Cable Program ever.
• In total 83 million
people watched the 5
BCS Bowls Games.
• In Social Media we
found over 200,000
conversations about
the BCS
• Reach uses the
popularity scoring in
SM2 to measure the
potential views of each
social mention
• The potential reach of
the social
conversations are very
similar to the
estimated TV audience
Note: TV Viewership figures are from http://tvbythenumbers.zap2it.com
Comparative Analysis: Brand Mention vs Bowl Mention
Analysis: • To examine the BCS Sponsors we first look at how many times the sponsor was mentioned in the BCS
conversations. • In all cases the Sponsors were mentioned infrequently • Tostitos had the highest number of mentions with their Fiesta Bowl sponsorship (8.15%) • Vizio had the fewest mentions, only 1.92% of Rose Bowl conversations mentioned Vizio
Analysis: • We can also evaluate the
sponsorship based on individual Brand conversations
• In this case we ran SM2 searches for each BCS Sponsor to see if the Sponsor saw increased Brand Conversations around the game
• In the case of Tostitos we see significant Brand activity around both sponsorship activities
• On the day of the BCS Championship, Tostitos had 10 times the average number of mentions for the month
Comparative Analysis:
Analysis: • Tostitos benefited from
Brent Musberger’s call during the game of, “This is for all the Tostitos.”
• Brent Musberger’s name was mentioned 317 times in the Tostitos results
• The Musberger line has gone viral for Tostitos
• CNBC has estimated the line was worth $2.5 million in free advertising
Comparative Analysis: “This is for all the Tostitos”
Analysis: • Vizio found success
using the Rose Bowl to launch an ad campaign around its new Tablet Product
• That was followed up with live demonstrations at the Consumer Electronics Show the following week.
• This is a good example of a coordinated marketing campaign
Comparative Analysis:
Analysis: • Allstate received almost
3 times the average number of daily mentions on the day of the Allstate Sugar Bowl
• The number of mentions for the Sugar Bowl was very similar to the number of mentions on the day that it was announced Allstate was suing Bank of America (12/28/2010)
• A large brand like Allstate has many news events. Social Media can give us a measurement technique to evaluate the impact of different events to the brand
Comparative Analysis:
Analysis: • Similar to Allstate a
large brand like Discover Card sees less of an impact from one event
• On the day of the Orange Bowl Discover Card’s mentions were inline with the daily average for the month
• Discover Card did receive positive sentiment for a complimentary hospitability event at the game for all Discover Card holders
Comparative Analysis:
THANK YOU!
Please contact us with any questions:
Scott Briggs: [email protected]
Kyle Henderick: [email protected]
Ivy Shtereva: [email protected]
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