During the ’17 MLB season, Papa John’s saw the most value among brands with baseball-focused social media campaigns, according to a season-long analysis of data by social media measurement firm MVPindex. Among brand campaigns during the ’17 season, Papa John’s, an official league sponsor, saw $10.4M in estimated media value for 631 posts on social media. That value came from 4.1 million engagements for an estimated 476.3 million impressions. Two other league sponsors -- Esurance and T-Mobile -- ranked second and third, respectively. Three team-focused brand campaigns ranked in the top 10 for the season. Majestic’s effort for the Blue Jays ranked No. 4 overall with an estimated value of $3.5M. SunTrust ranked No. 7 overall in its effort with the Braves during the inaugural season of SunTrust Park. The highest-ranking player-focused brand effort was with Blue Jays P Marcus Stroman and Nike, as 71 posts related to Stroman saw a value of $1.1M (No. 16 overall). By comparison, Under Armour’s 20 posts around Nationals RF Bryce Harper ranked No. 25 with a value of $627,722.
|
RK
|
ENTITY
|
BRAND
|
POSTS
|
ENGAGEMENTS
|
IMPRESSIONS
|
ESTIMATED
VALUE
|
|
1
|
MLB
|
Papa John's*
|
631
|
4,139,530
|
476,256,819
|
$10,359,883
|
|
2
|
MLB
|
Esurance*
|
304
|
4,282,580
|
391,880,941
|
$8,525,039
|
|
3
|
MLB
|
T-Mobile*
|
256
|
3,596,132
|
301,829,982
|
$6,574,520
|
|
4
|
Blue Jays
|
Majestic
|
513
|
2,384,267
|
184,078,393
|
$3,485,413
|
|
5
|
MLB
|
MasterCard*
|
101
|
1,220,912
|
109,508,985
|
$2,385,609
|
|
6
|
MLB
|
Topps*
|
162
|
586,056
|
103,144,837
|
$2,243,311
|
|
7
|
Braves
|
SunTrust
|
308
|
875,843
|
94,447,972
|
$1,695,351
|
|
8
|
MLB
|
Nike*
|
38
|
1,174,255
|
71,724,092
|
$1,561,690
|
|
9
|
Yankees
|
AT&T
|
81
|
523,748
|
69,292,748
|
$1,428,885
|
|
10
|
MLB
|
GM*
|
56
|
692,149
|
64,654,329
|
$1,406,929
|
| NOTE: * = Official MLB league sponsor or licensee. |
READY PLAYER ONE: In terms of active big leaguers, Harper and Cubs 2B Javier Baez had the most reach, engagement and conversation around social media posts. Angels CF Mike Trout ranked No. 3, while Stroman was No. 4 and Cubs 1B Anthony Rizzo came in at No. 5. Trout has a lead among active MLBers on Instagram with 1.4 million, while Mariners 2B Robinson Cano has a big lead in Facebook followers. Cano ranked No. 1 in this overall category toward the end of last season. Trout also leads on Twitter with around 2.4 million followers.
|
RK
|
PLAYER
|
INDEX
|
TWITTER
|
FACEBOOK
|
INSTAGRAM
|
TOTAL
FOLLOWERS
|
|
t1
|
Cubs 2B
Javier Baez
|
0.992
|
356,914
|
305,470
|
824,620
|
1,487,004
|
|
t1
|
Nationals RF
Bryce Harper
|
0.992
|
875,531
|
407,202
|
1,293,887
|
2,576,620
|
|
3
|
Angels CF
Mike Trout
|
0.990
|
2,385,424
|
465,789
|
1,374,582
|
4,225,795
|
|
4
|
Blue Jays P
Marcus Stroman
|
0.988
|
430,837
|
106,165
|
498,096
|
1,035,098
|
|
5
|
Cubs 1B
Anthony Rizzo
|
0.987
|
750,872
|
n/a
|
746,545
|
1,497,417
|
POST PLAYERS: Instagram was the platform of choice for the top player posts on social media, taking 93 of the top 100 spots. But it was a Twitter post from Pirates P Trevor Williams early last month that took the No. 1 spot in terms. Williams’ post about high-fiving his son from Oct. 6 ranked higher than three Instagram posts from Yankees RF Aaron Judge (at Nos. 2-4). Rounding out the top five was a post from Rizzo from June announcing his engagement. Meanwhile, the Dodgers and Yankees dominated the most-popular team posts, with the two teams combining for the top 16 team posts across Instagram and Facebook. The top team post for the season was the Yankees on Facebook on July 11 congratulating Judge on winning the Home Run Derby.
|
POST
DATE
|
PLATFORM
|
PLAYER
(POST LINKED)
|
ENGAGEMENTS
|
LIKES
|
SHARES
|
COMMENTS
|
|
10/6
|
Twitter
|
|
449,526
|
354,812
|
94,194
|
520
|
|
10/12
|
Instagram
|
|
215,517
|
211,276
|
n/a
|
4,241
|
|
10/24
|
Instagram
|
|
177,798
|
174,486
|
n/a
|
3,312
|
|
9/24
|
Instagram
|
|
161,278
|
158,398
|
n/a
|
2,880
|
|
6/2
|
Instagram
|
|
144,952
|
141,381
|
n/a
|
3,571
|
|
POST
DATE
|
PLATFORM
|
TEAM
(POST LINKED)
|
ENGAGEMENTS
|
LIKES
|
SHARES
|
COMMENTS
|
|
7/11
|
Facebook
|
|
227,284
|
166,048
|
57,843
|
3,393
|
|
10/20
|
Facebook
|
|
223,945
|
151,616
|
68,997
|
3,332
|
|
9/26
|
Facebook
|
|
223,418
|
152,174
|
64,327
|
6,917
|
|
10/20
|
Instagram
|
|
207,907
|
204,156
|
n/a
|
3,751
|
|
10/12
|
Facebook
|
|
190,814
|
126,690
|
60,405
|
3,719
|
