The Big Game Shows How TV and Social Media Work Hand in Hand for Brands

As the countdown to the Big Game begins, marketer and consumer speculation swirl around which brands and companies will have the most noteworthy and impactful advertisements. 4C, a data science and marketing technology company, takes a deeper look into the brands that advertised during football and made the biggest impact throughout the year, as well as some opportunities for brands to capitalize on this year’s game and Halftime Show performance.

Using its proprietary measurement system, the company analyzed the ad airings and social media impact of NFL advertisers. The 4C Pre-Game State of Football Impact Report is based on TV social lift, positive sentiment and social media engagements for 2018.

“Multiscreen engagement is transforming media to the point where the new living room experience is sometimes better than actually being at the game,” said Aaron Goldman, Chief Marketing Officer at 4C Insights. “The Super Bowl is one of the biggest live events of the year and it’s no surprise that viewers are tuned in and readily sharing reactions about what’s happening on the field and during the commercials.”

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In its examination, key takeaways of 4C’s report include:

NFL 2018 Season TV Ad Rankings By Volume

• Based on an analysis of the total ad minutes aired on broadcast and cable networks between September and December 2018, 4C found that J.G. Wentworth was the single largest ranked advertiser for the NFL during the 2018 regular season. The company has not announced any plans for a campaign during the big game.
• Of the season’s top ten biggest advertisers, Toyota, Verizon, Bud Light, and Hyundai, have announced plans to advertise during this year’s game.

Halftime Acts

This year’s Halftime Show has generated controversy well before the event with rumors swirling around artists who reportedly turned down the offer to perform. Using the 4C Insights Affinity Graph™, the company uncovered the brands, TV shows, and celebrities that are most affiliated with the audiences of acts such as Maroon 5, Justin Timberlake, Cardi B, and others.

• Ironically, the TV show most associated with Maroon 5 is America’s Got Talent, though lead singer Adam Levine is a judge on The Voice.
• LG was the most commonly associated brand with two acts, despite not being an official sponsor or leading advertiser of the NFL.

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Football Teams in the 2019 Playoffs

• Among the final eight teams for this year’s game, several audiences engaged with snack brand goodness KNOWS, handbag designer Vera Bradley, and TV shows The Talk, The Great American Baking Show, and Final Space.
• In the case of last year’s winner, the Philadelphia Eagles, two TV shows with local ties to their audience were among the top three – The Goldbergs ad It’s Always Sunny in Philadelphia.

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