Sports marketing geeks, hold onto your hats, because we have nine intriguing stats going into March Madness, which tipped off in earnest today after preliminary action on Tuesday. A number of NCAA sponsors have already seen sizable digital buzz, per exclusive data from Origami Logic.
The marketing software and services company looked at NCAA official sponsors for 2017 from March 7-14 and compared their branded mentions to the week before the tournament last year. The platforms were Facebook, YouTube, Instagram and Twitter. And the mentions had to include words such as March Madness, NCAA, bracket or Selection Sunday.
For the first bit of analysis, only companies that officially sponsored each year were analyzed. In terms of raw mentions in the last week, according to Origami Logic, these three players saw the biggest year-over-year lift.
1. Capital One: +8,877 mentions (from 4,123 to 13,000), or +215.3 percent
2. Reese’s: +6,309 mentions (from six to 6,309), or +105,050 percent
3. AT&T: +1,483 mentions (from 103 to 1,586), or +1,440 percent
When just looking at NCAA tourney sponsors for 2017 alone, from March 7-14, one will see that Pizza Hut is doing best when it comes to the raw number of engagements (likes, comments, shares and retweets).
4. Pizza Hut: 25,921 engagements
5. Capital One: 13,000 engagements
6. Wendy’s: 8,392 engagements
And now for the last three stats, we look at whether Facebook, Instagram and Twitter have seen an increase or decrease in pre-March-Madness engagement year over year, per Origami Logic.
7. Facebook: +164 percent (from 9,522 to 25,127 engagements)
8. Instagram: +47 percent (from 560 to 825 engagements)
9. Twitter: -24 percent (from 4,981 to 3,765 engagements)