Brands paying the big bucks for Super Bowl ads this weekend might be pleased with how much free airtime they've received on local TV in the week leading up to the game.
Using its Teletrax global TV monitoring network, 4C Insights tracked teasers and ads that brands have released and plan to run during the Super Bowl. Looking at 2,200 channels in 76 countries, 4C found that Avocados From Mexico and Hyundai have been rebroadcast nearly 2,000 times. Other spots in the top 10 list—including Death Wish Coffee and Intuit, Skittles, Heinz and Mountain Dew—all hovered above or slight below the 1,000 mark.
To get a better idea of how people align not just with brands but also with teams and celebrities playing or performing in the Super Bowl, 4C analyzed social engagement to see how likely a person was to engage with a given marketer on Facebook or Twitter, based on their engagement with a certain team or musical performer. Here's what it found:
- Bud Light drinkers will likely be cheering for the Denver Broncos.
- Pepsi drinkers plan to root for the Carolina Panthers.
- Butterfinger fans like Cam Newton.
- Kia is driving interest with Lady Gaga's legions.
- Coldplay listeners have a thing for Skittles.
To further measure pre-game impact, 4C looked at the average unique engagers for each brand before and after the first time its teaser or ad ran. Below is a breakdown: