#BrandBowl LIV: Which Advertisers Resonate with the Fans?

Jan 29, 2020 | Insights

Winter is underway, and the new year along with it. As is custom during this time, the NFL is in the process of wrapping up its season.

The playoffs are complete, and there’s only one game remaining.

Super Bowl LIV is taking place in Miami’s Hard Rock Stadium, on February 2. The Kansas City Chiefs and San Francisco 49ers will be facing off, each with hopes of being the champions of the league’s 100th season.

The game will be broadcast on FOX, and many of the Big Game’s sponsors have been announced. FOX is said to be charging as much as $5.6 million for a 30-second spot during the game.

With so much on the line, we believed this an excellent time to demonstrate just a small taste of the vital insights StatSocial can provide. Tens upon tens of millions will be watching, but there are two groups of people we can guarantee will be glued to their screens throughout the game; the Chiefs’ and the 49ers’ fans.

Analyzing the earned social engagement data generated by the most active and passionate online audiences of each team, we’ve been able to calculate what portion of their respective fans are active consumers of the game’s various sponsors’ products. From there, we determined the degree to which these groups of consumers were equivalent in size, smaller, or larger than what would be found within the average American online audience.

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No Need to Dilly-Dally

Let’s get right into the statistics, shall we? We’ll follow up a bit afterward.

The “INDEX” column reports the degree to which the segment of each team’s audience that is consumers of the brand listed in the left hand column (of each team’s chart) is in keeping with, falls short of, or is in excess of the baseline. For this entry, our baseline is the average American online audience.

On the below, those figures in excess of the baseline (aka, “over-indexed”) are represented in green. Those falling short of the baseline (or, “under-indexed”) are shown in red.

Planters is worthy of mention for topping the 49ers list alone. The stalwart peanut and cocktail snacks brand finds favor with San Fransisco’s fans to a degree exceeding the U.S. average by a substantial 2.98 times.

This impressive statistic aside, Planters made quite a splash on social media by hyping their Super Bowl commercial. During the week prior to this entry being written, Mr. Peanut, Planters’ long-time and globally recognized mascot, was the number one trending topic on Twitter, with the hashtag #RIPeanut number two.

Here’s the tweet that inspired the trends.

The passing of Mr. Peanut was widely covered by mainstream media, as well. You can learn more about the promotio here.

Last year, around this time, we did a series of entries regarding the NFL, the Super Bowl, and assorted brands and industries, through various analytical lenses. You know, to demonstrate a bit of what StatSocial can do, and to hint as just how essential it is. One eternally relevant topic we visited was a team-by-team look at the Coke vs. Pepsi matter. Determining with which cola the loyalties of every NFL team’s fans did lie.

Left to Right: Singer-songwriter, H.E.R. and hip hop legend, Missy Elliot, as they will appear in this year’s Pepsi Super Bowl commercial. In 2018, Elliot appeared in a Super Bowl spot for PepsiCo’s Mountain Dew (who will be advertising this year as well).

Back then, as remains true today, the Chiefs and 49ers contained larger segments of Coke fans within their audiences. That said, as is evident on the the above chart, the 49ers’ fans fondness for Pepsi is detectable among an audience segment that ever-so-slightly exceeds what you’d find within the average American online audience.

Both teams’ fans dig Coke to degrees exceeding our baseline, the 49ers fans to a degree 1.33 times greater, and the Chiefs’ fans exceeding the index by 1.18 times.

Let’s leave this at this for now. We are likely to revisit this topic in the wake of the Big Game, providing insights with the perspective the event’s offing will bring. Whatever we share in here next, we can promise it will provide you with incredibly accurate and telling insights — assembled quickly and painlessly — that will both educate and entertain, and (again) demonstrate the power of StatSocial.

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