News’s Super Bowl social media push is scoring points

February 2, 2017 01:47 PM

Web development company’s social media push for its Super Bowl ad has been generating significant buzz before kickoff.

Data from marketing analytics company Origami Logic show that of the 37 Super Bowl advertisers, has generated more than twice as many YouTube video views (8.5 million) than its nearest competitor, Skittles (3.7 million). Wix has also been the most active of all Super Bowl advertisers on social media, posting 46 Super Bowl-related posts from Dec. 1-Jan. 31.

“ timed their Super Bowl commercial reveal perfectly,” Origami Logic writes. The Super Bowl begins at 5:30 p.m. Central on Sunday in Houston, featuring the New England Patriots and the Atlanta Falcons.

Meanwhile, having its Super Bowl ad pulled from the NFL’s broadcast schedule on Sunday hasn’t hindered the ability of vitamin and health goods retailer GNC Holdings Inc. to drive engagement on social media. The league rejected GNC’s Super Bowl ad because “(GNC) has been ‘associated with the production, manufacture or distribution of NFL banned substances,’” according to a report from USA Today, which broke the news.

Origami Logic found that GNC, No. 166 in the Internet Retailer 2016 Top 500 Guide, had the second most engagements (38,284) of all advertisers, trailing only Bud Light, which outpaced the field nearly sixfold (182,797). Engagement includes likes, comments and shares across Facebook, Twitter, YouTube and Instagram.

Meanwhile, if online apparel sales are any indication, Falcons fans are going to be celebrating on Super Bowl Sunday.

Omnichannel sports apparel retailer Fanatics Inc. (No. 38) reports the Falcons have been the top-selling team throughout this year’s playoffs, with sales of Falcons gear having nearly doubled this season compared with last year. Falcons star wide receiver Julio Jones and quarterback Matt Ryan are two of the top three best-selling NFL players in terms of merchandise sales, trailing only Patriots quarterback Tom Brady.

eBay Inc. also reports that Falcons merchandise is selling better than Patriots gear since the two teams clinched their respective Super Bowl berths. Since the start of the season, however, the Patriots lead their Super Bowl opponent by a wide margin, with eBay selling three times more Patriots gear than Falcons gear. eBay also reports Patriots merchandise sells better than Falcons merchandise everywhere except for Georgia and Alabama.

Shoppers are expected to spend less on uper Bowl-related products this year than at any point in the past three years, but that’s not stopping retailers from trying to cash in on the excitement.

A report from the National Retail Federation, in conjunction with Prosper Insights & Analytics, shows shoppers are projected to spend $14.1 billion on this year’s Super Bowl, down from an all-time high of $15.5 billion in 2016 and a figure that would be the lowest amount spent on the big game in the past three years. The NRF and Prosper’s data comes from a survey of more than 7,500 shoppers from Jan. 4-11 and does not break out online and offline sales projections. 

Most Super Bowl-related purchases (79.5%) are projected to be food and beverages, with 10.7% of shoppers saying they plan to buy team apparel, down from 11.1% last year.




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