Adidas sees huge spike in social TV activity from commercial

By Natan Edelsburg 

Last week we launched a new editorial partnership with Bluefin Labs. The Boston-based social TV analytics company is providing Lost Remote an exclusive look  at the top social TV commercials each week. This week’s chart looks at tweets about commercials from October4th-10th. Adidas saw an enormous percentage increase in social activity as a result of their TV spots. Here’s why.

“Adidas received the largest week-over-week percent change (+354%), according to Bluefin. “This could be due to the number of ad airings they had this week – 123 airings of 3 creatives – vs last week, when they only had 23 ad airings,” they further explained. “114 of the airings this week were of the new Adidas Basketball D Rose commercial,” leveraging a celeb for social TV chatter. Here’s further commentary from Bluefin and the commercial chart.

  • The top 3 most tweeted-about brands were Subway (5.5K), the movie Paranormal Activity 4 (4.4K), and Adidas (4.3K).
  • As we already know, celebrity figures help build social TV buzz, and sports is no exception. 63.4% of the comments about Adidas mentioned the D Rose commercial. Here’s one example tweet.
  • You may have noticed that Old Navy, the #1 brand on last week’s chart, isn’t on this list at all. As mentioned in last week’s post, Old Navy had run two musically-themed creatives a total of 394 times. This week, Old Navy only ran one creative, but it aired a whopping 625 times. The big drop in conversation may be due to “ad-wear,” when viewers get tired of seeing the same commercial over and over. Also, the Old Navy commercial that ran this week featured musician Justin Guarini. The bulk of last week’s conversation was actually about the other commercial, featuring the Backstreet Boys.
  • Subway was not tracked last week, so there is no week-over-week percent change.

Source: Bluefin Labs

The Top 10 Social TV Commercials Chart, powered by Bluefin Labs, ranks brands according to how many Tweets their TV commercials received during one week. The “Week-Over-Week % Change” compares the amount of Tweets from the previous week to the current week listed in the chart. The “# of Earned Impressions” refers to the sum of potential impressions made by Tweets about the brand’s commercials: if someone with 100 followers sends 1 Tweet, then it is counted as making 100 potential impressions.

This analysis is based on Bluefin Labs’ social TV analytics covering the top 600 brands in national markets.