KFC on Saturday during coverage of the Kentucky Derby ran a 30-second spot titled “Colonel Sanders Story” that generated 28,633 engagements across Facebook and Twitter, marking the most of any sponsor or brand associated with the NBC telecast, according to data provided exclusively to THE DAILY by data science and media technology firm 4C. The Yum! Brands' subsidiary had generated an average of 7,361 daily engagements in the two weeks leading up to May 9. There were 615,892 total engagements across the two social media platforms on Derby day, with a peak of 70,791 engagements from 6:40-6:50pm ET during the finish to the race. Discover, which ran two commercials during the Derby telecast on NBC, saw the biggest social media lift among all advertisers compared to the two-week period leading up to the event. The credit card company saw a 6,858% increase in social engagements. Geico ran the most number of spots (6) during NBC's broadcast from around 4:00-7:00pm, and had a 173% bump. Among Churchill Downs partners, Sentient Jet saw the biggest social lift, despite not airing an NBC spot. The brand activated heavily around its social media feeds and saw a 4,110% bump.
|
SOCIAL MEDIA LIFT FOR CHURCHILL DOWNS
PARTNERS AROUND KENTUCKY DERBY
|
BRAND (TV
SPOTS AIRED) |
AVG. DAILY ENGAGEMENTS
DURING 2 WEEKS BEFORE RACE
|
ENGAGEMENTS
ON DERBY DAY
|
SOCIAL LIFT
|
| Alex & Ani |
3,031
|
1,827
|
-39.7%
|
| G.H. Mumm |
472
|
1,565
|
231.4%
|
| KFC (1) |
7,361
|
28,633
|
289%
|
| Longines (5) |
500
|
887
|
77.2%
|
| NBC Sports |
12,301
|
25,682
|
108.8%
|
| Pepsi |
9,744
|
8,390
|
-13.9%
|
| Pernod Ricard |
19
|
27
|
39%
|
| Pizza Hut (1) |
14,151
|
5,281
|
-62.7%
|
| Ram trucks (2) |
9,742
|
17,086
|
75.4%
|
| Sentient Jet |
105
|
4,404
|
4,109.7%
|
| Stella Artois (3) |
81
|
505
|
521.8%
|
| Taco Bell (1) |
9,803
|
18,574
|
89.5%
|
| Woodford Reserve |
831
|
3,787
|
355.6%
|
| Yum! Brands |
28
|
248
|
778.5%
|
|
SOCIAL MEDIA LIFT FOR KENTUCKY DERBY TV ADVERTISERS
ON NBC'S COMPLETE TELECAST
|
BRAND (TV
SPOTS AIRED) |
AVG. DAILY ENGAGEMENTS
DURING 2 WEEKS BEFORE RACE
|
ENGAGEMENTS
ON DERBY DAY
|
SOCIAL LIFT
|
| AT&T (1) |
3,299
|
19,240
|
483.2%
|
| Discover (2) |
113
|
7,853
|
6,858.4%
|
| E*Trade (1) |
47
|
70
|
47.6%
|
| Ford (1) |
6,301
|
23,856
|
278.6%
|
| Geico (6) |
406
|
1,110
|
173.3%
|
| General Electric (2) |
2,062
|
479
|
-76.8%
|
| Goodyear (3) |
138
|
553
|
301.8%
|
| Mercedes-Benz (5) |
1,293
|
19,904
|
1,439.4%
|
| Pedigree (3) |
1,229
|
1,271
|
3.4%
|
| Sprint (2) |
1,431
|
5,044
|
252.4%
|
| U.S. Bank (2) |
717
|
232
|
-67.6%
|
| Wyndham (5) |
1
|
180
|
12,500%
|
| |
|
|
|
CHART NOTES: KFC, Pizza Hut and Taco Bell are part of Yum! Brands. G.H. Mumm champagne is a Pernod Ricard brand.
