Tag

Super Bowl

Browsing

We are looking at Nielsen’s social content ratings of the week of January 28 to February 3 in order to get a good sense of which social platforms are the best tool for viewers to engage with their favorite programming.

 

This week, the Super Bowl got everyone talking on Social Media, or that seems to be the case if we look at Nielsen’s Social Ratings from January 28 to February 3. As we saw in the previous analysis of Nielsen’s rankings, Instagram is the clear winner of TV-programming-related social media; just as the last time, more than half (59%) of the interactions and engagements with the top 30 TV specials or talents were posted on Instagram, while Twitter received 22 million and Facebook was last with 3.1 million. Overall, this period of time saw an increase of about 22 million posts on social media, mostly due to the Super Bowl. Here we extract a few insights from Nielsen’s data in order to get a good sense of which broadcasters and programs generate more engagement, and will try to find out whether there is a relationship between topics and social media.

 

WEEKLY TOP TEN SERIES AND SPECIALS

RANKNETWORK / PROGRAM / DATEINTERACTIONS
(000)
FacebookInstagramTwitter
1CBS

NFL Honors

2/02/19

2,958982,501359
2USA Network

WWE SmackDown!

1/29/19

2,3351411,783411
3USA Network

WWE Monday Night RAW

1/28/19

2,1761211,681374
4ABC

Grey’s Anatomy

1/31/19

1,350541,19997
5NBC

America’s Got Talent

1/28/19

1,278206846226
6The CW

Riverdale

1/30/19

9933775215
7NBC

Brooklyn Nine-Nine

1/31/19

66111443206
8NBC

The Titan Games

1/31/19

644961124
9Univision

Mira quien baila All Stars

2/03/19

630505764
10The CW

Supernatural

1/31/19

46534120311

[Source: Nielsen]

 

Key Insights

  • Out of the total of interactions on the top ten spots, 21.7% (13.4 million posts) were related to a TV episode or special.
  • Facebook had 727,000 interactions, almost 300,000 more than the week of January 14-20.
  • Twitter, received 2.2 million interactions with TV episodes or specials.
  • However, none of those two could match Instagram, which got 10.5 million posts, about 78% of the top 10 posts in this category.
  • Instagram won by a landslide on almost all the events, except for Supernatural, which got more interactions on Twitter.
  • Interestingly, one of the shows in the top 10 was Mira quien baila All Stars, a Latino-oriented TV program.

 

WEEKLY TOP TEN SPORTS EVENTS

RANKNETWORK / PROGRAM / DATEINTERACTIONS
(000)
FacebookInstagramTwitter
1CBS*, ESPN Deportes
New England Patriots vs. Los Angeles Rams Super Bowl LIII
2/03/19
32,2881,79112,97817,520
2ABC
Los Angeles Lakers at Golden State Warriors
NBA Basketball
2/02/19
2,924972,388439
3TNT
Philadelphia 76ers at Golden State Warriors
NBA Basketball
1/31/19
1,720591,433228
4ABC
Oklahoma City Thunder at Boston Celtics
NBA Basketball
2/03/19
1,632401,405186
5NBA TV
Golden State Warriors at Indiana Pacers
NBA Basketball
1/28/19
1,539661,277196
6ESPN
Boston Celtics at New York Knicks

NBA Basketball
2/01/19

1,425511,142232
7TNT
Philadelphia 76ers at Los Angeles Lakers
NBA Basketball
1/29/19
1,401261,079296
8ESPN
Houston Rockets at Denver Nuggets
NBA Basketball
2/01/19
1,226421,033151
9TNT
Milwaukee Bucks at Toronto Raptors
NBA Basketball
1/31/19
70837504167
10ESPN
St. John’s at Duke
College Basketball
2/02/19
5552143698

[Source: Nielsen]

Key Insights

  • Over 45.4 million interactions, or 73% of the total of the three top ten rankings provided by Nielsen related to TV episodes or special events, were about sports.
  • From these, 2.2 million (4.8%) interactions were posted on Facebook.
  • Twitter received 19.5 million related to sports events, or (42%).
  • About 51%(23.6 million) posts were made on Instagram, making it the winning platform in the sports category, though not by far.
  • The LIII Super Bowl took the first spot, receiving 70% of the interactions with the top 10 sports and 52% of all the top interactions and engagements overall.
  • The remaining 30of posts were related to basketball events; spots 2 to 9 were NBA matches, and spot 10 was a College Basketball match.
  • Instagram was the top platform for NBA fans, but Twitter is still the winner for NFL.

 

WEEKLY TOP TEN TV TALENT

RANKNETWORK / TALENT / PROGRAMENGAGEMENTS
(000)
FacebookInstagramTwitter
1NBC
Terry Crews
America’s Got Talent
62724498105
2NBC
Dwayne Johnson
The Titan Games
589657013
3Univision
Angelique Boyer
Amar a muerte
395133820.2
4Univision
Sebastian Yatra
Mira quien baila All Stars
22352171
5CBS*, ESPN Deportes
Maroon 5
Super Bowl LIII
212960116
6NBC
Ellen DeGeneres
Ellen’s Game of Games
188415529
7Syfy
Lana Condor
Deadly Class
17201648
8The CW
Danielle Panabaker
The Flash
153313218
9ABC
Caterina Scorsone Grey’s Anatomy
10301003
10NBC
Howie Mandel America’s Got Talent
101171866

[Source: Nielsen]

Key Insights

  • According to Nielsen’s data, 2.7 million viewers engaged with the top ten posts sent directly from social media accounts owned or affiliated with TV programming.
  • For the top 10 spots, Facebook received 168,000 engagements, Twitter got 359,000, and Instagram came out on top with 2.2 million.
  • The relationship between top series and top TV talents is rather close, especially in the case of America’s Got Talent’s Terry Crews. Even though Ellen’s Game of Games is on the 10th spot of the former list, she was the second most popular TV talent of the week.
  • Two Latino stars are present in this ranking: Angelique Boyer and Sebastian Yatra.

 

What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

  • STR’s Consumer Travel Insights 2019 report series revealed 69% of global travelers used online review sites for their most recent trips. Word of mouth was very important for 51% of travelers, who used personal recommendations to help plan their trip. Of those who booked their holiday through an OTA, 55% used the service because it enabled comparison of multiple accommodation options. Only 29% of travelers used the service because it offered the best deal. 41% of travelers have at some point used Airbnb, with 92% being aware of the property sharing service.

 

  • According to new data by Nielsen, frozen, fully cooked chicken wings are still a very popular Super Bowl food. Deli counter wings remain a popular option for fully cooked chicken wings (with sales up 15% to $650 million from $565 million last year). Fresh wings have also skyrocketed, with sales up 31.4% in the past year. Moreover, online wing sales in the seven days leading up to and including the Super Bowl catapulted from $7,984,198 in 2017 to $11,562,723 in 2018, a 45% increase.

 

  •  According to the new study conducted by MAGNAIPG Media Lab and ViralGains, obtaining and responding to consumer sentiment is crucial to optimizing the consumer ad journey. The study tested two video ad journeys among 6,000 consumers in the third quarter of 2018. On average, 59% of ad impressions were wasted with standard video retargeting. Consumers on a sentiment-driven journey were more likely to take action – 7x more likely to search for the brand and 2x more likely to visit the brand’s website.

 

  • Food companies target Hispanic and black youth with advertisements almost exclusively for fast food, candy, sugary drinks, and unhealthy snacks, according to a new report by the University of Connecticut, Drexel University, and the University of Texas Health Science Center. Those unhealthy foods represented 86% of food advertising spent on black-targeted television programming, and 82% of advertising spending on Spanish-language television, in 2017, the study found.

 

  • Seventy-three percent of Republicans in a Pew Research Center study say the media does not understand themThe study found that Republicans surveyed felt misunderstood by the media, regardless of demographic traits and media consumption habits. Across the aisle, 40% of Democrats in the survey felt misunderstood, while 58% felt understood by news organizations.

 

  • Also according to Pew Research Center’s dataHispanics are on track to be the largest racial or ethnic group to be eligible to vote in a presidential election. According to Pew, Hispanics are projected to be about 13.3% of the electorate in 2020, which would make them the largest racial or ethnic minority of the electorate for the first time. In 2016, Hispanics were 11.9% of the electorate; African-Americans were 12.5% and are projected to remain the same in 2020.

 

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • PBCPremier Boxing Champions has inked a broadcasting deal with FOX. The fights will appear on both the broadcast network and FS1, including an annual boxing budget that tops $60 million. The deal will kick off in December and calls for 10 championship-level fights on FOX, with at least another 12 shows on FS1.

 

  • UFC announced a new, multi-year global marketing partnership with Nemiroff to become the first-ever “Official Vodka” Partner. Nemiroff will have a branded presence inside the Octagon at all UFC events, including UFC’s remaining Pay-Per-View events in 2018. Partnership activations will include other promotional opportunities, outside the octagon. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

 

  • La Vida Baseball reported reaching more than six million English-preferred Latinos per month and generating more than 1.2 million monthly video views across all digital platforms. In addition, La Vida Baseball partnered with the Smithsonian’s National Museum of American History and The Hispanic Heritage Foundation to host a special event discussing philanthropy through the lens of Latino baseball.

Subscribe to Portada daily Sports Marketing Updates!

  • https://pbs.twimg.com/profile_images/926822334773653505/C1QObiyZ_400x400.jpgThe Dallas Cowboys have announced a partnership with Winstar World Casino and Resort. By doing so, the NFL has become the first American football team to partner with a casino. NFL viewership among Hispanics has increased 28% from 2011 to 2016, according to a 2016 Nielsen report.

 

  • CBS has revealed its plans to stream this season’s NFL Super Bowl for free ‘across more platforms than ever’. Fans will be able to watch the big game without a sign-in through CBS Sports’ website and mobile apps, while the game will also be available on the CBS All Access subscription service.  According to  Forbes, between 2005 and 2015, the total number of NFL Hispanic fans doubled from 750,000 to 1.5 million.

 

  • The Arizona Cardinals announced an 18-year stadium naming rights deal with insurance firm State Farm. It was not revealed whether the deal with State Farm would earn the Cardinals more than the annual US$7.7 million they received from their agreement with the University of Phoenix, which is staying on as an official education partner of the franchise.

What: Cristiano Ronaldo tries his hand at American football in a new Super Bowl ad.
Why it matters: Ronaldo’s star status is unassailable internationally, but still emerging in the U.S. beyond soccer fandom.

First we saw him in his underwear in a hotel hallway, now he is trying to play American football in a spot that ran in select markets during the Super Bowl. There is no doubt that Cristiano Ronaldo is a high priced, and highly visible, figure that is trying to get Altice USA some great and humorous exposure in markets where the media company is looking to continue to grow brand.

Wikimedia Commons/Soccer.ru

However, there is a question with both spots, one in which the star is locked out of his room and gets photographed by a maid who then splashes the photo on social media, and the other in which he is using his soccer skills in American football garb. Does the general public actually know who he is through the spots? It’s a pretty big question, and an assumption that is still TBD.

Ronaldo’s global brand and his place on the world stage as a World Cup and Real Madrid star does make him a household name in the United States IF you follow global soccer and IF you are paying attention to the sports marketing business. It is an audience that is surely growing as soccer takes even more hold in the U.S., and with the coming World Cup, it will grow even more. But he does not play in the States, and La Liga’s deal with beIN SPORTS as their main rights holder in the United States limits the weekly exposure to an English speaking audience that can see Premier League matches on NBC and Bundesliga on FOX.

Soccer is growing, the World Cup is coming, and the growing Latino demo in the U.S. has a much better affinity toward image recognition of a star than fans of the NFL or even MLB or the NBA.

Is the assumption in the spot that the mainstream audience does not know who he is? A quick poll of non-soccer fans thought he was everything from a pop star to a model to a baseball player, with those with an interest in “The Beautiful Game” knowing immediately who he was. Still, that may be a fraction of an audience, while the bigger group can probably be grasped with a little better brand identification during the spots, which run very regularly in areas where Altice is available.

Ronaldo is as big as it gets

“There is no doubt that Cristiano Ronaldo has perhaps one of the greatest followings of any athlete on the planet today. Altice USA is smart to be able to take advantage of his star power, especially as they market towards millennials and a Latino audience,” said Ray Katz, co-founder of ROI Sports Group and professor at Columbia University. “However Ronaldo is a superstar in a sport that is still emerging at least in the U.S. Consequently assuming that the television viewing audience, particularly in non-soccer programming, knows who he is and what he is doing is still a pretty broad leap. That can easily be addressed in a little more identification in either or both of these highly visible spots. The best practice here would be total integration with respect to planning and execution between brand managers, the sports agency, the media buying agency, and the creative agency.”

Now going forward is Altice USA making a strong gamble with Cristiano Ronaldo? For sure. Soccer is growing, the World Cup is coming, and the growing Latino demo in the U.S. has a much better affinity toward image recognition of a star than fans of the NFL or even MLB or the NBA. The spots are also humorous, which highlight another part of the elite star’s personality and give the images a viral play that will go beyond the regular spot run. They also set Altice USA apart from the other potential providers doing the same old, so there is a good amount of recall.

It is certainly different to see a global star engaged in promotion, and more will surely be coming. Seeing Ronaldo discover American football also plays well, what might be a little better is if everyone knew who he was, and a little better ID could do the trick.

https://youtu.be/oxbIaT690F0

Image at top: Wikimedia Commons/Ruben Ortega

What: Avocados from Mexico made another big splash with its fourth Super Bowl ad.
Why it matters: Rather than launching a specific product, AFM highlighted the versatility of avocados and looked to connect with consumers on a broader scale.

The usual Super Bowl mix of commercials has beer, movies, some tech and… Avocados. Yes, Avocados From Mexico (AFM) returned to the multi-million dollar ad extravaganza for the fourth consecutive year, trying to find its way among the big brands during the world’s most-watched sporting event.

Avocados From Mexico (@AvosFromMexico), the wholly-owned subsidiary of the Mexican Hass Avocado Importers Association (MHAIA), again used not just the Super Bowl spot, but future NFL Hall of Famer Tony Gonzalez (@TonyGonzalez88) as a spokesperson, to amplify their message during Super Bowl week in Minneapolis.

The spot, tagged #GuacWorld, landed in the middle of USA Today’s Ad Meter for the game, at 33, ahead of bigger spends for traditional brands like Tide, CocaCola and Michelob Ultra. However the goal for AFM is to be in the game and engage with consumers going forward for event in 2018, not for launching one product.

“The strategy of a business like Avocados for Super Bowl is different than a traditional consumer brand,” said veteran marketer Chris Lencheski. “People on Super Bowl Sunday actually have their product in hand already. It’s a reminder to the consumer that Avocados are different and should be a staple going forward and in that vein the ad becomes a launching point for the rest of the spring, when people are thinking parties and healthy snack alternatives. It’s a big spend, but one that works for them to cut through the clutter.”

Bringing Gonzalez, who starred in the NFL for over a dozen years with the Kansas City Chiefs and Atlanta Falcons, into the mix during Super Bowl week as their spokesman also gave AFM an added media boost.

“Over the past three years, our groundbreaking Big Game campaigns have been an overwhelming success,” said Alvaro Luque, president of Avocados From Mexico. “This year, we are excited to further build on that momentum with another integrated campaign that reminds consumers that avocados are a highly versatile and great tasting fruit, perfect both inside and outside the bowl – from sandwiches to burritos to wraps and salads.”

AFM launched its first Super Bowl ad in 2015, bringing the world “Draft Day,” a humorous, star-studded spot depicting Mexico as the origin for the avocado during a pre-historic, football-styled “first draft ever” of plants and animals. In 2016 they unveiled “Bounty of Earth,” a hilarious, out-of-this-world experience set in an interplanetary museum where aliens highlighted how the Mexican avocado is “Always in Season,” among other unique Earthly treasures. In their 2017 ad, “#AvoSecrets,” a secret society leader is troubled, as humankind figures out that Avocados From Mexico have good fat – a precious secret the society is supposed to protect.

Bringing Gonzalez, who starred in the NFL for over a dozen years with the Kansas City Chiefs and Atlanta Falcons, into the mix during Super Bowl week as their spokesman also gave AFM an added media boost. Although not in the spot, Gonzalez, now an analyst for FOX Sports, was able to weave the AFM messages into multiple appearances in and around Radio Row at the Mall of America, using his own Avocado recipes as a hook around the football talk. That gave AFM an even bigger presence in smaller markets around the Big Game, and extended their media exposure well beyond just the spot, which debuted midway through Sunday’s game on NBC.

There is always risk with a massive one time spend for nontraditional brands during Super Bowl. But by combining with a spokesperson prior and then using the ad to amplify a bigger play into the social world for the spring and summer, Avocados From Mexico is able to score where other brands fail; by being in the Super Bowl conversation, and presenting an opportunity to its partners that keeps the product top of mind and growing as consumer choose snacks for the spring.

https://youtu.be/ijVLdH5dt-c

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

File:Raymundo Beltran wins NABF Lightweight title, July 2012.jpg
Raymundo Beltran, boxer

ESPN announced the boxing fight dates for the first seven months of the year. Encounters include Mexican favorites Ray Beltran, on Feb. 16, and Óscar Valdez, on March 10.

Coca-Cola and NASCAR have extended their partnership. Coke will continue being the ‘Official Soft Drink of NASCAR’. The partnership was first signed in 1998. The deal will continue through 2023. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

Monster Energy has signed a multiyear extension of its global partnership with UFC, as the “Official Energy Drink”. Monster’s logo will continue to appear inside the Octagon during fighting events. “Monster will be a consistent presence throughout the year as UFC celebrates its historic 25th anniversary,” stated Paul Asencio, UFC Senior VP/Global Partnerships. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

 

Subscribe to Portada daily Sports Marketing Updates!

Tiffany Haddish at Incirlik.jpg
Tiffany Haddish, actor.

Tiffany Haddish, “Girls Trip” star, has become the face of Groupon’s new Super Bowl commercial. In 2017, Haddish became the first black female stand-up comedian to host Saturday Night Live.

For the first time, Kraft will advertise during Super Bowl. Inevitably the brand will reach a broad Hispanic audience, given that “with each passing year, the Super Bowl is generating more interest amongst U.S. Hispanic sports fans and increasingly becoming a key bridge between those who navigate across the Latino and American cultures,” according to a press release published by ESPN Deportes in 2016.

File:2010 Malaysian GP opening lap.jpgFormula 1 and FOX Sports Latin America strike a new partnership that will run through 2022. The deal includes FOX Sports holding the exclusive broadcasting rights of the FIA Formula 1 World Championship on TV and digital platforms throughout Latin America (excluding Brazil). It also includes the practice sessions on Friday and Saturday, qualifying sessions on Saturday and race on Sunday.

What: Ivonne Kinser, the digital strategy & innovation director at Avocados From Mexico and Portada Sports Marketing Board member, talks about the brand’s upcoming marketing strategies, and how sports might be among them.
Why It Matters: While Avocados From Mexico has advertised during the Super Bowl since 2014, the spots were not a part of a larger sports marketing strategy.

In February, Avocados from Mexico surprised the marketing world by launching its campaign #AvoSecrets during Super Bowl LI. In addition to showing the spot during the game, the marketing team also launched the campaign on digital media and the brand’s social channels with the support of GS&M, Havas Media and Richards Lerma.

Ivonne Kinser
Ivonne Kinser, Digital Strategy & Innovation director at Avocados From Mexico

“The Super Bowl is part of our consumer strategy, but we don’t see this yet as a sports marketing strategy. It’s just a great platform to reach our consumers,” Ivonne Kinser, Digital Strategy & Innovation Director at Avocados From Mexico, told Portada.

After all, the Super Bowl is about much more than sports. “Our decision wasn’t based upon a sports marketing strategy; we just wanted to be were our product is being consumed,” Kinser added.  But she admitted that “there have been internal conversations among the marketing team to introduce our content into sports.”

According to the member of Portada’s sports marketing board, Avocados from Mexico has 80% of the U.S. avocado market share, which is partly thanks to Mexico’s year-long avocado production.

Our decision wasn’t based on a sports marketing strategy, we just wanted to be were our product is being consumed.

Given the success of Mexican avocado in the U.S., Avocados from Mexico launched out of Irving, Texas, in 2013 as an effort to unify the whole industry behind one commercial direction.

Image result for avocados from mexico brand

“The Super Bowl is an event where commercials have become as important as the game itself,” said Kinser. “But only a few of the brands that advertise are actually in front of the consumer when they see the ad.” Think chicken wings, beer and of course, avocado in the form of guacamole. For that reason, Avocados from Mexico has been buying advertising time during the Super Bowl games since 2014.

There have been internal conversations among the marketing team to introduce our content into sports.

Subscribe to Portada Sports Marketing Updates!

Football kids Free PhotoIf Avocados from Mexico is to push harder into sports marketing, they still don’t have a strategy to do so. But given the brand’s interest in reaching mothers who buy avocados at the supermarket, Kinser said they might bring some sponsorships to children’s soccer schools. Doing this they would also be a way to further engage Hispanics.

“We are in the process of examining everything we have done, what has worked and how we can continue strengthening our strategy. I do see sports marketing as a pillar in the future, but it will need a bigger investment,” Kinser said.

What: The official pizza sponsor of the NFL and Super Bowl LI launched a new brand campaign highlighting one of its most important ingredients: its people.
Why it matters: Super Bowl Sunday represents Papa John’s number one sales and delivery day.

Papa John’s kicked off its Pizza Family campaign yesterday for the upcoming Super Bowl LI, in Houston, by bringing together John Schnatter, Founder, Chairman, and CEO of Papa John’s International, football legend Archie Manning and 2017 College Football Playoff National Championship winning QB Deshaun Watson, to take fans back to his very first pizza-making days at Mick’s Lounge with a dough toss and pizza sampling. Participants also entered to win a trip to Super Bowl LII, as well as fans who use the hashtag #PizzaFamily on social media

On February 5th, the pizza company will air a 60-second TV ad on FOX, just hours ahead of Super Bowl LI. The ad shows Schnatter, joined by Papa John’s Team Members, telling the story of how the brand built its Pizza Family. The platform will also be used to launch the brand’s new logo, which for the first time features current Papa John’s Team Members alongside “Papa” John Schnatter.

The new logo will also appear on the a redesigned pizza box.

As a part of the brand campaign, Schnatter will also announce the launch of Papa John’s Halftime Heroes program, which recognizes Team Members who do anything special to embody Papa John’s core values.

What: Tostitos launched a limited edition packaging campaign to save super-bowl fans from driving drunk.
Why it matters: Super Bowl day represents that day of the year when Americans most drink and eat while watching a sports event. Tostitos managed to innovate with a campaign that includes responsible drinking and driving as well as design and technology.

Super Bowl Sunday is this Weekend and Tostitos decided to take advantage of the traditional match to present its new packaging bag “Party Safe”. Its technology allows fans to know if they are sober enough to drive home after the game ends, or not.

How it works? The only thing you need to do is blow inside the bag. If Tostitos’ logo gets green, you are good to go. But if it turns red, you’ll read the sign “Don’t drink and drive”, and will get a 10-dollar Uber-discount-code to get home safely.

The package was created by the agency Goodby Silverstein & Partners, with the goal of taking 25,000 cars off the road on game day and to make it safer for everyone to cross any city.

“Our goal is to remove 25,000 cars from the roads that Sunday evening,” Frito-Lay chief marketing officer Jennifer Saenz said in a statement. “Whether watching the big game at a friend’s house or at a local bar, a safe ride home is just a few, east taps away. By simply entering a participating Tostitos UPC code in the Uber app, fans nationwide can receive $10 off an Uber ride.”

Wix announced that it will return to the Super Bowl marketing lineup with a new TV spot airing during the FOX broadcast of Super Bowl LI on Sunday, February 5, 2017. Omer Shai, CMO at Wix.com talks to Portada about how the 30 second TV spots are just one part of his company’s Super Bowl investment.

omer-shai-1“Our Super Bowl campaigns aren’t limited to the 30-second spots but are built out to month-long campaigns that extend outside of game day and the United States. We recently announced our third year as a Super Bowl advertiser and rather than just limit it to the US English-speaking community we are also reaching the Spanish-speaking community through bilingual activity, such as our recent release and social activity. Our focus on working on integrated cross-cultural campaigns is emphasized with Super Bowl 50’s TVC with Kung Fu Panda. This campaign was adapted for different markets and in seven languages including Portuguese, Korean, and Spanish.”

 

Rather than just limit it to the US English-speaking community we are also reaching the Spanish-speaking community through bilingual activity.

Super Bowl Investment Adds Cross-Channel Campaign

With Super Bowl spots being able to cost in excess of US $5 million, one key question is how brands can measure the ROI on their investment. Shai notes that the Super Bowl campaign allows Wix to expose its brand to a massive audience.” While the Super Bowl is the most watched broadcast of the year with over 100 million viewers, we will launch a cross-channel campaign that reaches hundreds of millions worldwide – in addition to the commercial. We hope to build on our success of last year when our campaign ranked #1 with 36,459,669 views online. This made the decision to go back to Super Bowl easy, as we had a positive return on investment and saw a meaningful growth in our brand awareness.”

Alignment with Sports Events…

Shai believes that the tenants of sports aligns closely with his brand. “The ideas of teamwork and connecting with fans (or users) is the basis of anything we do as a company. It also allows us to reach a diverse and large audience worldwide that we are always happy to engage with.”

… Sponsor of Manchester City and FC New York

Shai notes that after the success with Super Bowl advertising, Wix decided to expand to the most popular sport in the world – soccer. “Soccer is greatly loved and celebrated across the globe, and the Premier League is the #1 most viewed, admired and celebrated league. Working with a globally recognized club like Manchester City allows us to engage with tens of thousands of fans worldwide. The partnership with MCFC officially kicked off with the release of an online video featuring Manchester City FC players building a Wix website dedicated to the fans and the chants they love as former professional footballer and pundit, Chris Kamara, commentates on every click. The video also served as inspiration for the creation of an all new Wix website ‘Sing Loud, Sing Proud’ where Manchester City fans can listen to some of their favorite chants, and later on upload their very own renditions of the City songs they love.”

Subscribe to Portada Sports Marketing Updates!

In-House Creative Agency

To some extent Wix can be described as a creative agency. As Shai explains Wix’s in-house studio leads and actively participates in creating and maintaining all Wix products and promotions. “We have over 100 designers and UX designers who take great pride in executing creative materials across the board – web design, branding, printed materials, events, animation, video and more.
As we have an incredibly talented internal team, we feel confident telling our own story. Wix is a product company and we build our campaigns to highlight not only our platform capabilities but the amazing ways that our customers use Wix to make their businesses and brands come alive.”

Combining Off-line and Online

“By combining both online and offline activities we create an engaged user experience,” Shai emphasizes. One example is  the  New York Yankees partnership with Wix.com. Which hosted Yankees legend, Mariano Rivera, at the Wix Lounge in NYC this fall. “We amplified the reach of an event where users can come and hear Mariano speak about his career through a Facebook livestream. This event helped us not only provide a perk to Wix users but also helped us reach a larger audience and talk about a new product of ours – Wix ADI.”

DOWNLOAD Portada’s Sports Marketing Guide!

Substantial Presence in Brazil

Brazil is an important market for Wix. In Brazil, as in the US, Wix uses multi-touchpoint campaigns to connect with its audience across verticals and platforms. “Last summer we partnered with Condé Nast to give three users the chance to shoot the cover of one of three magazines and had amazing success in Brazil. As seen with this video, we not only translated but localized the efforts by amplifying the contest via blog posts, offline events, social and digital to resonate within the Brazilian market. To coincide with the Condé Nast partnership we hosted various events focusing on the photography community such as the Foto Conhecimento (Photography Congress) to create a stronger tie-in.

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

U.S./US-HISPANIC MARKET

SUPER BOWL FEVER: We’d be silly not to start our re-cap of online video in the US-Hispanic super bowlmarket with anything other than Super Bowl 50 stats. We did a nice little review of pre and post-season stats here, but some of the highlights included the top-three performing spots according to organic views and social actions: Hyundai’s ‘First Date,’  with 79.5k social actions and 269mm organic views, Mountain Dew’s ‘Puppymonkeybaby’ with 244.6k social actions and a total of over 272mm impressions and Hyundai’s ‘Ryanville’ – starring Ryan Reynolds – earning over 2 million organic views and generating over 31.4k social actions (Hats off to you, Hyundai).

HISPANICS TUNED IN AS WELL: YuMe also conducted a pre-game survey focusing on US Hispanics’ plans for watching the game. Highlights included the fact that Hispanic viewers were excited about the game’s other major attraction: the ads. 79% of respondents cited advertisements as a major draw, with 34% planning to re-watch ads after the game on their smartphone.

SPOTIFY LAUNCHES VIDEO CONTENT: Spotify announced that it is releasing its first video content this week for its Android playback app, which will feature short video clips in a sample of markets such as the United States, the UK, Germany and Sweden. 

NBC UNIVERSAL’S NEW MIAMI HQ  TO CHURN OUT MULTIPLATFORM VIDEO: NBCUniversal Telemundo Enterprises recently announced that it is to build a new  450,000 square-foot global headquarters in Miami-Dade County, unifying Telemundo Network, Telemundo Studios, Telemundo International and cable network NBC UNIVERSO under one roof. The huge investment is part of NBC Universal’s strategy to churn out more compelling Spanish-language programming across different platforms, including digital, to the US Hispanic and LatAm markets.

Mediabong, a global network for video advertising, announced the launch of its new product, Syncroll, a video advertising platform that guarantees 100% attention and viewability standard. Volvo, Wal-Mart and Chrysler have already adopted the tool to design more effective video campaigns. The technology measures real-time viewer behavior, measuring their interest in the ad displayed (the interest trend coefficient) to adapt the way the ad is displayed based for each user.

WELCOME, GOORU: We were alerted to the February 9 launch of Gooru, a new white-label, B2B video platform designed to enrich the exchange and use of ideas among colleagues and constituents through customized, branded video (both live streaming and on-demand) sharing for select audiences. Clients include Yale University, Banco Santander and Diario las Américas. 

RICKY MARTIN AND UNIVERSAL TEAM UP: Univision Digital, the digital division of Univision Communications Inc. (UCI), announced its new official parenting channel, “Papás y Mamás,” a collaboration with Ricky Martin’s parenting website, Piccolo Universe. The content will be in both English and Spanish and include video content for both kids and adults.

LATAM MARKETS:

BRAZIL  TOPS LATAM VIDEO VIEWING: According to comScore, Brazil is home to the largest online video viewing population in Latin America, as  65.5 million unique online video viewers from December 2014 were in Brazil, which is the highest penetration rate in the region. Another fun stat: In September 2014, Brazil’s ad completion rate was almost 41% higher than the worldwide average, at 87.1%.

The Mobile Marketing Association (MMA) released a study stating that the majority of advertising budgets would be directed at mobile. This focus is impulsed largely by the rapid development of mobile video content, and suggests that agencies are paying more attention to developing video content that people will be more inclined to watch from a smartphone, as opposed to larger devices like laptops, PCs or television.

OTT TO SURGE IN LATAM:  Enterprise-class subscription billing platform Vindicia and vindiciavideo, analytics and advertising technology innovator Ooyala released data implying that OTT is set for big growth in Argentina, Brazil and Mexico, as many industry participants believe that these key markets will double in size by 2018 from $45m to $115m in Argentina, $180m to $460m in Brazil, and from $240m to $450 million in Mexico. Challenges to delivering OTT in the region will include poor broadband infrastructure, strong local TV providers, piracy and the complexity of processing payments.

NETFLIX OUTPERFORMS PIRATE VIDEO SITES IN LATAM OTTs: According to the new BB Business Bureau study, Netflix is the most popular OTT service in LatAm. While we will miss Cuevana 2, Cuevana Storm, Pop Corn Time and Series Yonkies (mostly because of their ridiculous names) when they’re gone, we think this is a good thing. Some factors that influence users’ choices are the site navigability, accuracy of subtitles and speeds at which content loads.

Join us at PORTADA Mexico!

With the third-largest audience in Super Bowl history, Super Bowl 50‘s pre and post-game digital stats revealed interesting insight on how the Big Game’s audience is evolving, as the build-up to the game is now almost as important as game day itself. Streaming viewership was at its highest ever, Facebook and Twitter generated less game-related activity than last year and Instagram got in on the Super Bowl video content bandwagon.

descarga

Pre-Super Bowl Tallies

  • There was a huge jump in social media activity in the final 48 hours with 3.7 million social actions explicitly related to Super Bowl 50 ads and teasers across Facebook, Twitter, YouTube (likes, comments, tweets, shares, etc). That is a jump of over 2mm from Friday.
  • Pokemon, Hyundai and Heinz generated the most organic digital activity (details below), while Doritos, T-Mobile, Bud Light and Amazon each deployed different tactics to gain reach and some momentum heading into the big game.
  • On TV: An estimated US$1,244 million has been spent on 3,207 national ads. All told, paid and earned television airings of Super Bowl ads and teasers have amassed 404.5 million TV impressions. Bud Light (104.2 million) is owning the lion’s share of the impressions.
  • The race for online views is being led by Hyundai (52.3 million), Budweiser (29 million) and Wix (27.9 million), all of which are investing in getting their ads seen on YouTube and Facebook. Of the 404.6.8 million views so far for all Super 50 ads and teasers, iSpot.tv estimates 117.1 million are organic or unpaid. Of note, Hyundai has spent to generate 33.9 million views on this teaser.
  • Earned TV impressions before ads are inserted: Some Super Bowl 50 ads and teasers, despite not running in paid ad slots, have generated significant impressions from replays on news and entertainment programs. Before paying to officially air an ad on national TV, Amazon Echo has generated 10.8 million TV views, followed by Audi (10.3 million), SoFi (9.7 million), TurboTax (9.7 million), Hyundai (9.4 million), and MINI USA (8.8 million).

Post-Game Highlights

Now that the game is over and the trophies have been handed out, the digital stats are in, and they do not disappoint.

  • The game generated 200 million posts, comments or likes on Facebook during the game and 3.9 million Tweets during the halftime show featuring Coldplay, Beyonce and Bruno Mars. 
  • While these numbers sound high, they are lower than last year’s 265 million posts, comments or likes, despite Facebook’s new Sports Stadium feature for football fans. Tweets went down since 2014, too, when there were 16.9 million tweets about the game from 3.8 million unique authors.
  • But streaming made a huge surge this year, as online viewers tuned in to 315 minutes of game coverage. An average of 1.4 million people streamed the game per minute. This is up from last year’s 800,000 average viewers per minute, 1.3 million concurrent users and 213 million total minutes. This is mainly due to the new offering of “OTT” devices like Apple TV, Roku and Xbox One.
  • Instagram joined the party this year as well with a new Super Bowl video channel that pulled in 38 million people and generated 155 million interactions including posts, likes and comments.

 

 

Top Three Super Bowl Spots Ranked by Organic Views and Social Actions

Hyundai’s bet on ‘First Date’ worked out, and while it generated just 79.5k social actions, it reached 269mm users through organic views.

https://youtu.be/fGIyEkMuhVY

 

Mountain Dew’s ‘Puppymonkeybaby’ was unforgettably unique, and captured almost 13% of the game’s social response with 244.6k social actions and a total of over 272mm impressions. On game day it had 2.25mm organic views.

https://www.youtube.com/watch?v=ql7uY36-LwA

 

Hyundai’s ‘Ryanville’ – starring Ryan Reynolds – was responsible for almost 5% of the total digital response for Super Bowl ads on Sunday alone, earning over 2 million organic views and generating over 31.4k social actions. It’s total social volume was 23.8 million impressions.

 

Pre/Post-Game Highlights: Hispanic Audiences

Global audience technology company Yume carried out the first survey to specifically gauge how U.S. Hispanics planned to watch the Big Game. It found that the way respondents watch the game is shifting to become truly multi-screen.

  • According to the U.S. Hispanic survey, 37% of respondents planned to watch the game on more screens than last year.
  • The survey also found that Hispanic viewers were excited about the game’s other major attraction: the ads. 79% of respondents cited advertisements as a major draw, with 34% planning to re-watch ads after the game on their smartphone.

The U.S. live survey found that the majority of respondents watched the Big Game at home this year, with 28% purchasing new equipment to watch the game. 67% of respondents believe that game-time ads ignite brand awareness and 26% looked up a product advertised during The Big Game on their smartphone.

U.S. Hispanic Poll Key Findings

Ad activity:

Actions likely to perform on their smartphone while watching:

  • 45% intended to follow players and/or teams on their smartphone
  • 35% intended to download a Big Game related app on their smartphone

How respondents planned to watch:

  • 29% planned to purchase new electronic equipment for the game
  • 27% planned to stream live on a smart TV, 15% smartphone, 14% tablet

“Both of our surveys show that audiences are eager to engage with a variety of content during one of the most popular sporting events in the world,” says Paul Neto, Director of Research, YuMe. “Brand advertisers should take full advantage of this tremendous opportunity to reach audiences across all screens.”

What: The importance of taking advantage of the Super Bowl to reach Hispanic audiences is increasing. While many brands chose to reach Hispanics over the English-language CBS cast. ESPN Deportes, the rights holder for yesterday’s Spanish-language cast said that 30 advertisers signed on for national ad buys.
Why It Matters: The Super Bowl represents one of the largest advertising investments for brands, and there is a captive Hispanic audience waiting to be reached. Brands are hoping not to lose this opportunity to take advantage of the event’s visibility.

Translated by Gretchen Gardner

While soccer may be the most popular sport for Latin audiences, there are more and more Hispanics interested in the NFL, and super bowlbrands know it. To take advantage of this potential market, agencies are using the Super Bowl platform to generate campaigns.

The NFL is making an increasing effort to connect with the Hispanic market.

“The NFL is increasing efforts to connect with the Hispanic market,” says Jorge Villalobos, general director of Sports Marketing Monterrey, a sports marketing agency. This is achieved not only through creating a Spanish-language site, but also through other specific actions like that of the Dallas Cowboys, who create a halftime show specifically for its Hispanic fans.

A formula designed to promote Advertising

American football was created through a formula that was designed to promote advertising. For decades, the Super Bowl halftime has represented the largest investment for some TV advertisements budgets. This year the franchise will break new records, as 30 seconds of ad space will cost $5 million.

But getting an ad into the Super Bowl doesn’t always have to mean  spending that much, says Villalobos. More and more brands are using digital networks or promotions in stores and supermarkets. “We see more brands doing pre-launches of their Super Bowl spots on social media as well.”

The NFL is making an increasing effort to connect with the Hispanic market.

“What you do is take advantage of the fans before the event,” says Arturo Caro, Care/Client Service Director of the agency Mirum Mexico.

To attract the Mexican market on these campaigns, Caro recommends nationalizing, or localizing, the advertising so that the local spectator identifies with the event, and that agencies stop thinking about the Super Bowl as purely American. The best way to do this is through digital platforms. “Thanks to digitalization of conversations, it’s possible to connect with a larger audience,” says Caro.

This same connectivity will mean that the audience is not only concentrated on what happens on TV, but also what happens on Twitter, Facebook and Snapchat, posting in real time, and this is where brands need to enter the equation. The most important thing about getting on the Super Bowl wave is not forgetting that “you have to stay relevant; you can’t just get your ad in there just to say you did it,” says Caro.

You can’t just get your ad in there to say you did it.

The common theme is already there, and so is the Hispanic audience. Now, what’s missing are creative strategies to start the conversation and maintain the audience’s attention. “You have to work the market to generate a real emotional connection,” says Villalobos.

CHECK OUT:
How Avocados From Mexico’s New SuperBowl Ad Targets the “Nueva Latina”
McDonald’s Patricia Diaz: “More and More Latinos are Becoming Football Fans”

Join us at PORTADA Mexico!

Last year, Avocados from Mexico for the first time advertised in the Super bowl, the first ever fresh produce brand to do so. AFM has decided that it will be advertising again at next weekend’s Super Bowl. It will be present in CBS English-Broadcast but decided against doing so in ESPN Deportes, which has the Spanish-language Super Bowl rights. Ivonne Kinser, head of Digital Media and Strategy at AFM, tells Portada that the main reason behind not advertising in ESPN Deportes is because AFM’s Hispanic target, (the “Nueva Latina”) is bilingual and bicultural so “we are already talking to them with the English spot in the Anglo outlet.” A look at what AFM plans in connection with next weekend’s mega game.

1007092449_c6925da254_z“Our 2015 Super Bowl digital campaign was very successful. We were top #2 in the list of Super Bowl Second-Screen champions, in a list comprised of some of the savviest digital brands across several industries. This year, we are replicating our 2015 digital media strategy, but making it even stronger adding some new media partners,” says Kinser.

We are replicating our 2015 digital media strategy, but making it even stronger adding some new media partners.

AFM’s 2015 spot was a play on the company’s “Always There” campaign, highlighting the fact that come rain or shine, ski season or beach weather, avocados are available.
As for the 2016 digital strategy and execution, Kinser notes that “our new digital agency Richards Lerma joined the game this year with a very creative idea that will definitely make our brand stand out of the Game Day social clutter.
Audiences will be able to participate in a very engaging story. “We are putting #AvosInSpace and giving away a lot of great prizes along the ways to the users that help us throughout our journey, which is already featured in the website avosinspace.com and audiences can follow all the way through February 14th.”

Hispanic Specific Efforts

Regarding Hispanic specific marketing in relationship with AFM’s Super Bowl ad, Kinser notes that “We are engaging our group of 10,000 Hispanic Brand Ambassadors who will go out in social media spread our #AvosInSpace message across their networks. We are also leveraging our social media (Spanish) platforms to engage our Hispanic audiences with the story.

AFM works with social influencers including including IZEA, Mom It Forward, and ZEFR, Fit Men Cook, AKA, Kevin Curry among others.

Agencies that partner with AFM include Havas Media, including Arnold Worldwide, as AFM’s media agency for the general market. Inspire is Hispanic AOR agency and the digital AOR is Richards Lerma in Dallas.

CHECK OUT: Into Avocados from Mexico Digital Marketing: From ibeacon technology to Periscope and more.

What: Toyota will be another automotive brand to advertise in Super Bowl 50 with an ad featuring the Prius.
Why it matters: The new 60 second Toyota Super Bowl commercial will  air in the second quarter and mark the launch of the new “Comedy of Errors” campaign for Toyota’s Hybrid car.

toyota-super-bowl-50-ad-priusToyota will be part of the Super Bowl 50 Advertisers with an ad featuring the Prius.

The new 60 second Toyota Super Bowl commercial will  air in the second quarter and mark the launch of the new “Comedy of Errors” campaign for Toyota’s Hybrid car. The commercial will be a “joy ride” showing off features of the Prius. Hollis said that there will be no celebrity in the Toyota Super Bowl 2016 ad.

2016 Prius was introduced in November of 2015. It is the fourth generation Prius with 3.5 million sold cars to date.The list of Super Bowl 50 Car commercials so far includes Acura, Honda, Hyundai, Mini, Kia, Buick and Toyota.

Super Bowl 50 will take place on February 7, 2016, in Santa Clara, at the Levi’s Stadium. Marketers expect Super Bowl 50 to be a huge TV eventwith Coldplay performing in the Super Bowl 50 Halftime Show and featuring Beyonce as special guest.

CBS is broadcasting the Super Bowl 50 while ESPN Deportes has the Spanish-language broadcasting rights. The Super Bowl 2016 game will be preceded by a weeklong series of public events held throughout the Bay Area. The Super Bowl City fan village, the NFL Experience and the Media Center will be hosted in San Francisco.

 

What: PayPal Holdings will advertise in the next Super Bowl for the first time a 45 seconds spot scheduled to air during the first quarter of the game.
Why it matters: Through the spot, the company will introduce its “global vision for the future of money” and  explain how the company plans to “empower people and businesses to move and manage money securely, efficiently and affordably”, now that PayPal has separated from eBay.

imagesOnline-payment company PayPal Holdings will advertise in the next Super Bowl for the first time.

According to PayPal, the company has purchased a 45 seconds spot from CBS, the network that will broadcast Super Bowl 50 on Sunday, February 7, 2016, scheduled to air during the first quarter of the game. Most companies buy Super Bowl ads in 30-second or 60-second increments.

CBS is said to have requested from US$4.5 million to more than US$5 million for a 30-second commercial, according to ad buyers and other people familiar with the situation.

The PayPal announcement promises. In recent years, the ranks of the Super Bowl’s rookie sponsors have increased with small-time companies producing great commercials. Rookies accounted for 32% of the advertising in Super Bowl XLIX, according to data from Kantar Media.

Even though PayPal is not looking for big publicity, the fact that Super Bowl 50 will be broadcast from Levi’s Stadium in Santa Clara, California, close to Silicon Valley is appealing for the company which is based in San Jose. PayPal plans to use its Super Bowl ad buy for ‘more than a commercial’.The company will invest big bucks to introduce its “global vision for the future of money” in the 45-second commercial. According to Greg Fisher, the PayPal’s vp of global brand marketing, the ad will explain how the company plans to “empower people and businesses to move and manage money securely, efficiently and affordably” now that PayPal has separated from eBay.

Crispin Porter + Bogusky wil be in charge of the effort.

The Super Bowl ad buzz is already starting. Acura said it would return to the big game with a Mullen Lowe spot advertising its latest NSX supercar. Alas, Budweiser’s peppy pooch won’t appear, though the brand itself will take the field. Avocados from Mexico is also returning.The 2015 telecast drew 114.4 million viewers, making the game the most-watched TV broadcast in U.S. history.

What: For the first time,  CBS will livestream, in near real time, every national ad that runs during Super Bowl 50, which the network will broadcast on Feb. 7.
Why it matters: This will also be the first time livestream advertising is pushed with the linear buy. Last Super Bowl XLIX livestream was watched by 2.5 million unique viewers, a 9% increase from the previous year’s game.

q1xoztze_400x400In February, for the first time, Super Bowl audiences will be able to livestream ads during the game, as well as watching them on tv. That’s because CBS will livestream, in near real time, every national ad that runs during Super Bowl 50, which the network will broadcast on Feb. 7.

This will also be the first time livestream advertising is pushed with the linear buy. Super Bowl advertisers, however, have previously been able to purchase ads separately as part of the game’s livestream.

This effort will definitely help raising the cost of Super Bowl 50’s ads past the US$4.5 million per 30-second spot that NBC charged this year. CBS Corp. is selling spots in the US$4.6 million to US$4.7 million range and only 20 to 25 of the 30-second spots remain for sale.

However, livestreaming ads in near real time might not signify a big change to viewers who already watch many of the ads online leading up to the game. But CBS’ big Super Bowl livestreaming move is the latest indication of streaming’s increasing importance to the NFL, its fans and advertisers.

This will also be the first time livestream advertising is pushed with the linear buy.NBC’s livestream of Super Bowl XLIX this year was watched by 2.5 million unique viewers, a 9 percent increase from the previous year’s game.

Following this line, on Oct. 25, Yahoo will host the first-ever livestream of an NFL game, when the Jacksonville Jaguars and Buffalo Bills play in London.

What:  Research company keynote monitored the advertiser sites across all 3-screens, and came to the conclusion that advertisers continue to struggle with connecting to consumers beyond the television screen, especially on mobile devices.
Why it matters: According to Keynote , advertisers often delivered sites that are not optimized for viewing on smartphones and with a large amount of data especially from sites using Responsive Web Design (RWD) techniques.

superbowlAccording to Keynote, last Sunday’s Super Bowl game wasn’t that exciting due to the clear lead of the Seattle Seahwaks over the Denver Broncos throughout the match. This put even more attention on the ads that were broadcast. Advertisers tried to make a difference, particularly to consumers with connected devices in their laps and pockets.

Keynote remarks that advertisers continue to struggle with connecting to consumers beyond the television screen, especially on the mobile devices most consumers have at hand. The average load time for advertiser sites on smart phone was nearly 20 seconds with only 6 sites coming in at less than 10 seconds.

Keynote monitored the advertiser sites across all 3-screens, and came to the conclusion that desktop and tablet sites performed much better than mobile.

keynote

Responsive Web Design vs Performance

According to Keynote, Advertisers often delivered sites that are not optimized for viewing on smartphones. The reason for this was that the amount of data delivered was very large, especially from sites using Responsive Web Design (RWD) techniques. 50% of the sites Keynote monitored used the RWD approach.

Site type

Bytes(avg)

Sites

Mobile

882,369

12

None

1,681,507

2

RWD

3,288,855

14

Keynote states that RWD is a great technique when used properly. Keynote executive  Aaron Rudger, highlighted the benefits of using RWD with a performance-oriented mindset.

Twitter

twitterKeynote suggests that a 58% of the brands took to social platforms like Twitter and YouTube for cross-screen engagement. By using hashtags, advertisers chose to interact through Twitter as opposed to doing it from their websites. Still, viewers turned to mobile sites for more information about the companies in ads.

Of all the sites Keynote monitored:

  • Kia’s had the lowest availability at just 91%, with server errors from 5:55pm PT until 6:30 pm PT.
  • Pepsi’s site on the smart phone was close to 90% success rate. Pepsi downloaded a 19 MB of data while viewing its page, more than many desktop sites. Pepsi put content not immediately visible. IN this way, delays didn’t impact the core page (which takes only 6 to 8 seconds to load the visible part of the site).Still, according to Keynote downloading over 150 unoptimized images uses up more bandwidth than some entire mobile sites do and consumes a lot of users’ data.In this sense, Pepsi violates practices such as compressing images, for smart phone performance.
  • SodaStream, came in at a lean 216KB, with a solid performance until after the game started. After its ad ran, the site “hung up” for 5 to 10 minutes at around 6:36pm PT. Although performing well across desktop, smart phone and tablet, SodaStream had some timeout errors for a brief period, enough for some consumers to notice.

According to an analysis made by Brandwatch, sharing of social media content on mobile devices was up 67% compared to the 2013 Super Bowl, and brands only accounted for 1% of the event conversation on social media:

  • Facebook’s activity grew by 42.9% and Pinterest added on 7% versus the last Super Bowl.
  • Budweiser was the most popular with a 65% share of voice and generated the best results on Facebook .
  • Pepsi beat its rival, Coca-Cola, with a 13% share of voice compared to 4% for Coca-Cola.
  • SodaStream did not fall far behind with 3%.
  • Doritos, Cheerios and Beats Music managed 4% share with fashion brand H&M achieving 3%.
  • Bruno Mars was became the most mentioned celebrity and the Broncos’ Peyton Manning was the most mentioned player.

What Keynote’s advises

mobilesBetter testing ahead of time, and when optimizing for mobile not trying to squeeze desktop content onto a phone. Content needs to be adapted for the size of the device both in terms of network latency and the size of screen. Underestimating the value of preparing a site for high traffic surges, won’t produce a successful outcome. Users want to connect with brands on their terms and for doing so they need responsive mobile Web experience.

 

Sources: Keynote & mandmglobal

What: AT&T, Anheuser Busch and Pfizer  have signed up as advertisers at Fox Deportes Spanish-language broadcast of the Super bowl this Sunday February 2.
Why it matters: The Super bowl  between the Denver Broncos and Seattle Seahawks will be the first ever televised in Spanish in the United States.

NOTE: Portada’s 2014 Soccer Marketing Guide will be published tomorrow January 28! You will be able to download it for free and get a US $10 voucher reedemable at SOCCER.COM!

This coming Sunday February 2 is going to be a first for Spanish-language TV and online video streaming. As Fox Sports carries Super Bowl XLVIII from MetLife Stadium, so will also Spanish-language network Fox Deportes,The Super Bowl has never before been televised in Spanish in the United States.

Super BowlTom Maney, executive vice president of advertising sales at Fox Hispanic Media, told Reuters that sponsors signed up so far include AT&T, Anheuser-Busch and Pfizer. Maney added that
Fox should have sold nearly 90 percent of available advertising time on Fox Deportes by the time the Denver Broncos and Seattle Seahawks take the field on February 2.  Advertisers on Fox Deportes’ Super Bowl broadcast buy packages that also give them time on its video stream. Fox Deportes is available in 21 million homes.

For the English-language broadcast, the Fox network set the sales rate for a 30-second advertisement at US $4 million, matching the price set by CBS, the Broadcast right holder of  last year’s Super Bowl (XLVII). Fox began selling advertising for the game in May 2013. The inventory is now sold out. Confirmed Advertisers of the English-language broadcast are:

Anheuser Busch

Cheerios

H&M

Oikos (Dannon)

Turbotax (Intuit)

Audi

Chevrolet

Heinz

Paramount

Volkswagen

Axe (Unilever)

Chobani

Hiunday

PepsiCo

Weathertech

Bank of America

Coca-Cola

Jaguar

Sodastream

Wonderful Pistachios

Butterfinger (Nestle)

Doritos (Pepsico)

Kia

Squarespace

Carmax

GoDaddy

M&M (Mars)

Toyota

More than 100 million viewers

More than 100 million viewers are expected to watch the title game on the Fox TV English-language broadcast. Fox expects the video streaming of its game on Fox TV to surpass the 3 million unique users who streamed last year’s Super Bowl game between the San Francisco 49ers and the Baltimore Ravens on CBS’s CBSSports.com . CBS’ stream last year had 43% more viewers than NBC’s live stream the year before, which chalked up 2.1 million unique users, according to Adgate.

Last year the Taco Bell ad was one of the most popular ads among Hispanics. While there was no Spanish-language TV broadcast before this year. Univsion Radio did broadcast the game in Spanish in 2013.

NOTE: Portada’s 2014 Soccer Marketing Guide will be published tomorrow January 28! You will be able to download it for free and get a US $10 voucher reedemable at SOCCER.COM!