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Data Shows Nike Led Social Media Engagement During MLB All-Star Telecast

There were 39 brands receiving exposure during Fox' MLB All-Star Game telecast on Tuesday night, according to data provided to THE DAILY by data science and media tech firm 4C. Twenty-two of those brands saw their number of social media engagements (mentions, retweets, comments and likes) increase to more than double what they had averaged in the two weeks leading up to the game. Nike, who gained exposure as a result of brightly colored shoes worn by several players, generated the most social media engagements (125,767), while Nationwide saw the biggest lift (+5,648%).

NOTE: * = Official MLB sponsor

BRANDS RECEIVING EXPOSURE DURING FOX' MLB ALL-STAR GAME TELECAST
BRAND
AVG. ENGAGEMENTS 
2 WEEKS BEFORE ASG
ENGAGEMENTS
ON GAME DAY
LIFT
NO. OF ADS
Nationwide
281
16,167
5,648%
Head & Shoulders*
17
291
1,634%
Nike*
7,557
125,767
1,564%
Arm & Hammer*
9
136
1,340%
Chevrolet*
1,963
27,966
1,324%
Gillette*
174
1,872
975%
MasterCard*
1,277
13,353
945%
Ford
2,564
26,147
920%
Scotts Miracle-Gro*
61
569
831%
Samsung
2,578
20,858
709%
Aquafina*
35
248
606%
HP
1,107
5,421
390%
Verizon
2,557
9,855
285%
Bank of America*
981
3,738
281%
Starwood Hotels *
519
1,789
245%
T-Mobile*
5,293
16,475
211%
Intel*
2,951
9,070
207%
Pepsi*
4,598
13,833
201%
Petco
4,009
11,283
181%
Infiniti
186
427
130%
Frito-Lay*
192
409
113%
Gatorade*
2,810
5,821
107%
 

 

 

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