Turnkey Intelligence analyzed the Twitter conversation around major college football bowl games to measure the social impact of the presenting bowl sponsors within the consciousness (and conversation) of college football fans. The time frame measured was the day before and day of each game.
|
BOWL GAME
|
TOTAL BOWL-RELATED TWITTER MENTIONS
|
% OF CONVERSATIONS THAT MENTIONED THE SPONSOR
|
MATCHUP
|
IMPRESSIONS*
|
TOTAL TV SPEND*
|
NO. OF ADS*
|
|
Chick-Fil-A Peach
|
48K
|
44%
|
Florida-Michigan
|
213,673,099
|
$8,883,673
|
65
|
|
TaxSlayer Gator
|
8K
|
41%
|
Texas A&M-NC State
|
31,478,212
|
$275,356
|
13
|
|
Capital One Orange
|
90K
|
36%
|
Alabama-Oklahoma
|
805,473,370
|
$19,085,338
|
1,318
|
|
AutoZone Liberty
|
12K
|
27%
|
Oklahoma State-Missouri
|
75,467,386
|
$474,265
|
237
|
|
Goodyear Cotton
|
54K
|
20%
|
Clemson-Notre Dame
|
263,915,170
|
$4,477,903
|
60
|
|
VRBO Citrus
|
51K
|
8%
|
Kentucky-Penn State
|
309,450,024
|
$4,279,866
|
692
|
|
PlayStation Fiesta
|
61K
|
6%
|
LSU-UCF
|
344,769,732
|
$6,176,395
|
807
|
|
Allstate Sugar
|
120K
|
4%
|
Texas-Georgia
|
815,865,607
|
$18,011,473
|
1,792
|
|
Northwestern Mutual (Rose)
|
103K
|
<1%
|
Ohio State-Washington
|
736,736,588
|
$16,112,639
|
680
|
|
Outback
|
120K
|
NM
|
Iowa-Mississippi State
|
86,731,452
|
$875,173
|
174
|
|
Redbox
|
21K
|
NM
|
Oregon-Michigan State
|
25,461,796
|
$2,252,510
|
32
|
| NOTES: *iSpot.tv data, during the same two-day period for each game |
- The bowl game sponsors that saw their brand name mentioned the most as a percentage of the bowl's overall Twitter conversation were Chick-Fil-A (44% of total bowl mentions) and TaxSlayer (41%). In terms of TV impressions earned, Allstate and Capital One each earned more than 800 million, according to iSpot.tv.
- The bowl game sponsors that saw their brand name mentioned the least were Northwestern Mutual (<1% of total bowl mentions) and Allstate (4%). Redbox and TaxSlayer generated the fewest impressions, according to iSpot.tv.
- The Outback Bowl and Redbox Bowl had the advantage of having every mention reference the brand due to owning the bowls' naming rights -- and thus were not measured by Turnkey.
