24 B R O A D C A S T I N G & C A B L E F E B R U A R Y 8 , 2 0 1 6 B R O A D C A S T I N G C A B L E . C O M

DataMine

BIG SPENDERS Brands ranked by the greatest increase in advertising budget week over week.* Includes top three networks receiving the most spend and the percentage of advertising budget a brand occupies in its industry.

1. Hyundai 281% $4.5M

- NFL Network, NBC Sports, ESPN

- 4% of Vehicles: Auto Makers industry spend

2. Straight Talk Wireless 214% $4.4M

- ABC, NBC, CBS

- 7% of Electronics & Communication: Wireless industry spend

3. King.com 156% $3.4M

- NBC, Fox, CBS

- 30% of Life & Entertainment: Mobile Games industry spend

4. Coors 155% $3.9M

- NBC Sports, ESPN, Univision

- 27% of Food & Beverage: Beer industry spend

5. CoverGirl 140% $2.4M

- CBS, Fox, ESPN

- 17% of Health & Beauty: Cosmetics & Makeup industry spend

TOP DIGITAL ENGAGEMENT Brands generating the most digital engagement* explicitly linked to linear TV advertising, along with estimated spend by each brand over seven days. Includes networks and shows that generated the best response for the corresponding brand.

1. KFC 1.2M Digital $3.4M

- NFL Network, Fox, ABC

- Top show: NBA Basketball

2. Honda 461K Digital $6.1M

- NBC, ABC, E!

- Top show: Dateline NBC

3. Geico 447K Digital $14.7M

- Fox, ESPN, TBS

- Top show: SportsCenter

4. Heineken 368K Digital $3.3M

- NFL Network, NBC Sports, Spike

- Top show: NFL Pro Bowl

5. Subaru 7K Digital $4.1M

- TNT, Fox, Discovery

- Top show: Screen Actors Guild Awards

BREAKDOWN - TOP IN-GAME NFL ADVERTISERS DURING 2015-16 SEASON AND PLAYOFFS

There were 2,545 national TV commercial airings during the NFL’s regular season and playoff games leading up to Super Bowl 50. While the final tally from the big game is still being calculated, advertisers in last year’s Super Bowl XLIX accounted for 8.9% of all social activity for TV ads and 7.8% of all video views in 2015. The NFL invested heavily in promoting itself during the past regular season, running 5,800 spots and generating 4.4 billion TV impressions, reminding viewers that “Football Is Family.”

*At least $1 million in spending week over week; for 1/25–1/31. *Digital score includes Facebook, Twitter, YouTube, iSpot.tv and all major search engines within

minutes of airing on linear TV; for 1/25–1/31.

®

Data provided by

SPOTLIGHT - NFL

Who’s Spending What WhereA weekly snapshot of the advertisers that spent the most money, the ads that engaged the most viewers

and the shows that delivered the best results, with a spotlight on the hottest trends in advanced advertising.

AD METER

$900.5M

1. Verizon

2. Ford

3. Toyota

4. Chevrolet

5. McDonald’s

1. Auto Makers

2. Fast Food

3. Wireless Services

4. Auto Insurance

5. Sports

$133.1M

$94.3M $265.6M

$83.8M $209.4M

$106M

$277.6M

$89.6M $229.1M

Top-Spending Brands

Top-Spending Industries

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