NCAA March Madness Delivers More Than 10 Million Video Ad Views
iSpot.tv says AT&T's video ad "Strong Nickname" ranked No. 1 when analyzing digital SOV for brands during NCAA tournament.
Basketball greats Shaquille O’Neal, Julius Erving, Clyde Drexler and Christian Laettner helped AT&T score big during the NCAA men’s basketball tournament.
AT&T’s video ad “Strong Nickname” featuring the basketball legends ranked number one in digital “share of voice” – or SOV – for NCAA brands according to video metrics firm iSpot.tv. (The firm defined SOV as the, “…% of spend or digital activity compared to other NCAA advertisers.”)
“With just 41 airings, and less than 1% of the Spend SOV, this commercial accounts for nearly 7% of the total digital engagement for the tournament,” said iSpot.tv.
iSpot.tv reports the NCAA men’s basketball tournament resulted in more than 10.3 million cumulative video views for brands, and 421,378 Facebook, Twitter and YouTube interactions linked to ads that ran during the tournament games.
The firm ranked the brands that generated the biggest digital responses during the NCAA tournament, with AT&T at the top of the list.
Top 10 Brands that Generated a Digital Response during NCAA Tournament
- Capital One
- Southwest Airlines
- Amazon Kindle
iSpot.tv also ranked the individual ads from brands during the NCAA tournament based on their digital SOV.
iSpot.tv’s Top 5 NCAA Video Ads by Digital SOV
1. AT&T: “Strong Nickname”
2. Powerade: “Rose from Concrete”
3. GEICO: “Free Range Chicken”
4. Amazon Kindle: “Slow Motion Madness”
5. Capital One: “Road to the Final Four”