http://bit.ly/ALT-Slides Once again it is NCAA college football bowl season and the competition for the coveted title of the best college team in the nation persists. Though the debate about whether the winner of the National Campionship Game is truely the best in the nation will continue every year, Alterian wanted an undisputed champion and decided to measure which brands received the most buzz as a result of their bowl sponsorship. This year Tostitos had the advantage of sponsoring two bowl games including the national championship, but will it be enough to take down the likes of such powerhouse brands as Allstate, Discover, VIZIO, AT&T, GoDaddy, Capital One, Outback, Hyundai, Chick-Fil-A, Little Caesars, Sheraton, Autozone and Meineke? Join us as we take a peek into the online dialogue about some of the biggest brands sponsoring the Bowl Championship Series.

1. Alterian Hot Topic
NCAA Bowl Games: Brand Sponsors
Go Head-to-Head on the Social Web
Presented by Scott Briggs

2. NCAA Bowl Games Monitored:

3. Search Setup In Alterian SM2
Topic Focus: NCAA Bowl Game Brand Sponsorships
Two Sets of Searches were run:
• Searches for 5 BCS Bowl Games and 10 Non BCS Bowl Games
• Searches for each BCS Bowl Sponsor
Date Range(s): 12/1/2010 – 1/12/2011
Locations / Languages: All Countries & Languages

4. 2010 Daily Volume – All Topics
Analysis
• Total of over 272k
social media
mentions
• The BCS
Championship Bowl
is the definitive
conversation leader
• BCS Bowls have 4 of
the top 5 spots
• Little Caesars Bowl
ranks last with
barely over 1000
mentions

5. 2010 Daily Volume – All Topics
Analysis
• There’s a large
disparity in
mentions for BCS
vs. Non BCS games
• Over 77% of all
mentions were
related to the 5
BCS Bowl Games
• The BCS Bowls
averaged over
41,000 mentions
• The Non-BCS
Bowls averaged
5,988 mentions

6. Share of Voice Total – All Topics
Analysis
• Microblogs
(Twitter &clones)
comprise an
impressive 47.8%
• Social Networks
are a distant
second with 28.5%
of mentions
• Blogs surprisingly
amount to only
1.5%

7. Demographics
Analysis
• Male social media users dominate the conversation
• Users aged 18 to 34 most likely to discuss NCAA Bowl Games

8. Comparative Analysis: TV Viewership
Analysis:
• The BCS
Championship Game
was the highest rated
Cable Program ever.
• In total 83 million
people watched the 5
BCS Bowls Games.
• In Social Media we
found over 200,000
conversations about
the BCS
• Reach uses the
popularity scoring in
SM2 to measure the
potential views of each
social mention
Note: TV Viewership figures are from http://tvbythenumbers.zap2it.com
• The potential reach of
the social
conversations are very
similar to the
estimated TV audience

9. Comparative Analysis: Brand Mention vs Bowl Mention
Analysis:
• To examine the BCS Sponsors we first look at how many times the sponsor was mentioned in the BCS
conversations.
• In all cases the Sponsors were mentioned infrequently
• Tostitos had the highest number of mentions with their Fiesta Bowl sponsorship (8.15%)
• Vizio had the fewest mentions, only 1.92% of Rose Bowl conversations mentioned Vizio

10. Comparative Analysis:
Analysis:
• We can also evaluate the
sponsorship based on
individual Brand
conversations
• In this case we ran SM2
searches for each BCS
Sponsor to see if the
Sponsor saw increased
Brand Conversations
around the game
• In the case of Tostitos we
see significant Brand
activity around both
sponsorship activities
• On the day of the BCS
Championship, Tostitos
had 10 times the
average number of
mentions for the month

11. Comparative Analysis: “This is for all the Tostitos”
Analysis:
• Tostitos benefited from
Brent Musberger’s call
during the game of,
“This is for all the
Tostitos.”
• Brent Musberger’s name
was mentioned 317
times in the Tostitos
results
• The Musberger line has
gone viral for Tostitos
• CNBC has estimated the
line was worth $2.5
million in free
advertising

12. Comparative Analysis:
Analysis:
• Vizio found success
using the Rose
Bowl to launch an
ad campaign
around its new
Tablet Product
• That was followed
up with live
demonstrations at
the Consumer
Electronics Show
the following week.
• This is a good
example of a
coordinated
marketing
campaign

13. Comparative Analysis:
Analysis:
• Allstate received almost
3 times the average
number of daily
mentions on the day of
the Allstate Sugar Bowl
• The number of
mentions for the Sugar
Bowl was very similar to
the number of
mentions on the day
that it was announced
Allstate was suing Bank
of America
(12/28/2010)
• A large brand like
Allstate has many news
events. Social Media
can give us a
measurement
technique to evaluate
the impact of different
events to the brand

14. Comparative Analysis:
Analysis:
• Similar to Allstate a
large brand like
Discover Card sees
less of an impact
from one event
• On the day of the
Orange Bowl
Discover Card’s
mentions were
inline with the
daily average for
the month
• Discover Card did
receive positive
sentiment for a
complimentary
hospitability event
at the game for all
Discover Card
holders

15. THANK YOU!
Please contact us with any questions:
Scott Briggs: scott.briggs@alterian.com
Kyle Henderick: kyle.henderick@alterian.com
Ivy Shtereva: ivy.shtereva@alterian.com
UK/EU: +44 (0) 117 970 3200 | US: +1 312 704 1700 | Asia/Pac: +61 (2) 9968 2449
Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: Alterian
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