Hispanics and the 2015 NBA Playoffs – OYE! Intelligence Analyzes the Conversation for the Beautiful Game

1. Produced by OYE! Business Intelligence, LLC
The 2015 NBA Playoffs
ONLINE HISPANIC CONVERSATION ANALYSIS
FOR THE 2015 NBA PLAYOFFS ROUNDS 1-3

2. REPORT FOR 2016 PRESIDENTIAL RACE
2
Overview:
OYE! listens to consumers in their own space. Where they talk and share decisions online. Our reports
deliver insight on what Spanish speaking and bilingual Hispanics have to say about your brand and your
competitors. Understanding consumer attitudes towards brands, their products and their marketing efforts
provides OYE!’s clients and partners with insights that inform marketing campaigns across digital channels.
Actionable Insights:
OYE! is a language neutral solution that can analyze conversation in English, Spanglish and Spanish to
derive meaning from unstructured social conversation. OYE!’s natural language processing solution is
designed not only to identify Hispanics, but to also derive actionable insights for use in planning campaign
strategy, content and targeting.
Demographics
Build knowledge of
audience age,
geography and
gender through
social
conversations.
Psychographics
Know what those
who interact with a
brand like, follow
and share for use in
targeting and
content curation.
Keywords
Understand the
terms most
frequently used to
guide more authentic
content curation and
conversation.
Channel Insights
Understand both
where consumers
most favorably
interact with your
brand as well as
where your
competitors focus
their efforts.
The Solution:
Insights derived from social conversation by OYE! can provide key details into Hispanic consumers through
their own statements about brands through online conversation. OYE! analyzes that conversation to allow
brands to understand different aspects of where their most useful audience segments are. OYE! also
provides insights into how to create campaigns tailored to those groups of people.
The Value:
Leveraging insights from OYE! drives conversation tailored to the Hispanic consumer where they want it,
when they want it and how they want it. The result: Better conversion, lift and engagement resulting from
campaigns targeted to the Hispanics most influential over purchasing decisions for your brand.
15%
14%
Table of Contents
Page 3: Conversation Volume
Page 4: Volume by Day
Page 5: Language Use & Gender
Page 6: Proportion & Sentiment
Page 7: Top Players
Page 8: Geolocation
REPORT FOR 2015 NBA Playoffs
June 2015

3. 5,828
2,313
2,176
1,977
1,544
2,400
Overall Conversation Volume
REPORT FOR 2015 NBA Playoffs
3
23%
9%
9%
8%
6%
9%
R1 Clippers/ Spurs
5%
5%
R2 Clippers/ Rockets
R1 Bulls/ Bucks
R2 Cavaliers/ Bulls
R1 Trailer Blazers/ Grizzlies
R3 Cavaliers/ Hawks
R1 Rockets/ Mavericks
R1 Warriors/ Pelicans
R1 Hawks/ Nets
5%
5%
5%
Overall the round 1 series between the
Clippers and the Spurs drove the
majority of the conversation during the
2015 NBA playoffs with 23% of all
volume.
✦ Conversation was relatively evenly
dispersed among the rest of the series,
ranging from 4% to 9% for the other 13
series
✦ Throughout the playoffs there were many
retweets and shares of the same posts
by Hispanics in both English and Spanish
✦ The Clippers played in two 7 game series
which placed them in two of the top three
spots for total Hispanic volume
June 2015
R2 Hawks/ Wizards
R2 Warriors/ Grizzlies
R1 Wizards/ Raptors
1,126
969
946
4%
4%
4%
Post Volume by Channel
Twitter was far and away the dominant channel used by fans and it was consistent throughout all of the top four
series. Overall, 98% of volume came via Twitter with every series having over 95% coming via this channel.
1%
99%
2%
98%
2%
98%
Round 1
3%
97%
Round 1
2%
98%
Round 2
Overall
Facebook
Twitter
OYE! Sampled a 5½ week period during the first three rounds of the NBA playoffs to discover what U.S. Hispanics
were saying about the 14 different playoff series, and which players drove the most conversation. A total of 25,469
posts were gathered from Facebook and Twitter for this snapshot. For conversation across greater time periods,
topics, or platforms, contact info@oyeintelligence.com.
R1 Cavaliers/ Celtics
R3 Warriors/ Rockets
Round 2
1,321
1,259
1,307
1,150
1,147

4. Industry Volume by Day
REPORT FOR 2015 NBA Playoffs
✦ April 19th (the 2nd day of the playoffs) had the biggest spike throughout our research with 2,373 posts of which
1,013 (43%) of those posts were for game 1 of the Cavs and Celtics.
✦ May 2nd had the second highest spike with 1,965 posts and 1,949 (99%) of those posts were for the deciding
game 7 of the Clippers and Spurs. Many of the posts claimed that it was the best game so far to watch.
✦ April 30th had a spike of 1,400 total posts, impressive as there was only two games this day whereas the other
two spikes had 4 games each day respectively.
June 2015
1367
2373
1378
608
920
1037
611
981
433
1058
398
1400
581
1965
373
704
416
300
727
592
418
332
741
412
76
466
32
262
361 269
351
471
252
0
300
600
900
1,200
1,500
1,800
2,100
2,400
2,700
2015 NBA Playoff Bracket
4

5. REPORT FOR 2016 PRESIDENTIAL RACE
68%
28%
English
Spanglish
Language Use & Gender
5
Males dominated the conversation on social
media during the playoffs by a 4:1 ratio.
19%
81%
Female
Male
Among the top 4 series by volume, the Round 1 matchup of the Chicago Bulls and Milwaukee Bucks drove
the most conversation in Spanglish (26%), while the round 2 Cleveland Cavaliers and Chicago Bulls series
drove the most conversation in Spanish (12%). It was interesting to see that 78% of the first round
conversation about the Grizzlies and Trailblazers series was in Spanglish.
English is the primary language of choice for the
NBA Playoffs among Hispanics at 68%. The use
of Spanglish was frequent at 28% as many
Spanish speaking users used the English word
playoffs, rather than translate to the Spanish
word, eliminatoria.
April 2015
REPORT FOR 2015 NBA Playoffs
June 2015
Spanish 4%
19%
79%
2%
19%
71%
10%
26%
71%
3%
20%
68%
12%
Spanglish
Spanish
English
Round 1
Round 2 Round 2
Round 2
Round 1

6. REPORT FOR 2016 PRESIDENTIAL RACE
6
Highest Proportion of Hispanic Conversation Relative to the Total Market
Of the four series with the highest Hispanic volume, the Clippers-Spurs round 1 series drove the highest
proportion of the total market volume at 9%. Of note is the Grizzlies-Trailblazers first round series which
produced the highest proportion of the total conversation (12%) driven by fan favorite Marc Gasol of Spain.
The majority of the overall conversation was
neutral (78%). The Clippers first round game
7 win versus the San Antonio Spurs helped
drive 31% positive sentiment for that series,
the highest among all.
Positive
Negative
Neutral
18%
78%
4%
As mentioned, neutral conversation dominated throughout with statements posted without emotion either way.
Besides the Clippers-Spurs series, the Bulls-Bucks series had the second highest positive sentiment among the
four series with the top volumes.
31%
67%
2%
14%
84%
2%
16%
83%
1%
12%
84%
4%
April 2015
REPORT FOR 2015 NBA Playoffs
June 2015
Round 2
Round 1
Round 2
Round 1
Round 1
Hispanic Proportion: 9%
Round 1 Round 2
Round 1
Hispanic Proportion: 6%
Hispanic Proportion: 7% Hispanic Proportion: 6%
Sentiment

7. Players with the Most Hispanic Mentions:
7
January - December 2014
REPORT FOR 2015 NBA Playoffs
June 2015
930 16%
LeBron James (Cavs)
Kyrie Irving (Cavs)
James Harden (Rockets)
Derrick Rose (Bulls)
Jimmy Butler (Bulls)
Blake Griffin (Clippers)
Marc Gasol (Grizzlies)
Steph Curry (Warriors)
Dwight Howard (Rockets)
Paul Pierce (Wizards)
806 14%
499 9%
409 7%
407 7%
301 5%
263 5%
230 4%
223 4%
200 3%
These players drove the highest volume of conversation during the first 3 rounds the NBA playoffs (4/18 – 5/27). Note
that this was a tally through all three rounds so teams that played all 3 series such as the Cavs, Bulls, Rockets, and
Warriors had the most opportunity to drive conversation.

8. REPORT FOR 2016 PRESIDENTIAL RACE
8
Geolocation
Overall, Cleveland dominated in conversation due to having Lebron James drive nearly 1,000 mentions from
Hispanics throughout the playoffs. Chicago was not far behind Cleveland driven by heavy volume mentioning
Derrick Rose.
April 2015
REPORT FOR 2015 NBA Playoffs
June 2015
1,501+
1,001 – 1,500
501 – 1,000
201 - 500
0 - 200
All 16 NBA playoff teams are shown below based on Hispanic mentions for players on that team.
Larger logos signify more conversation for the players on that team. (See key below).
Mentions

9. REPORT FOR 2016 PRESIDENTIAL RACE
9
CLIENTS
PARTNERS
CONTACT US
OYE! Business Intelligence
1275 Kinnear Road
Columbus, OH 43212
Natasha Pongonis
natasha@oyeintelligence.com
Eric Diaz
eric@oyeintelligence.com
REPORT FOR 2015 NBA Playoffs
June 2015