The 51st Super Bowl gave Tom Brady and the New England Patriots their fifth ring.
For the FOX TV channel, every 30 seconds of ad time gave it a record $5 million — or $166,666 per second, says TD Ameritrade, which tracks Super Bowl ad popularity. (The network probably brought in close to $510 million in total ad revenue from the game, according to research firm iSpot.TV.)
The biggest advertisers by spending during Super Bowl LI were makers of cars and beverages, along with phone carriers.
TD Ameritrade relies on its Social Sentiment tool to determines which companies generally get the most positive buzz from their ads. It offers investors and advisors the ability to analyze social media to give them “an instant read on how people really feel about these companies.”
The firm also works with LikeFolio to track social sentiment of the public companies advertising during the five hours around the game (6 to 11 p.m. ET).
The two key data points the firm considers are the volume of tweets about the advertiser and the overall sentiment of the tweets.
“These publicly traded companies spent a not-trivial amount of their advertising budget to run a spot in the big game,” said Nicole Sherrod, managing director of trading for TD Ameritrade, in a statement. “Just like our clients use social sentiment to validate whether consumers are favoring the products that a brand produces, we can use the same capability to gauge consumer reaction to TV commercials.”
The firm, which hosted its annual LINC advisor conference last week in San Diego, shared the following information on the top advertisers of Super Bowl LI.
The Most Popular Advertiser
The Coca-Cola Co (KO) spends over $3 billion a year on advertising — “making the $5 million for 30 seconds of air time seem like pocket change,” TD Ameritrade says.
The company ran several ads during this year’s game, with its pre-coin toss “America the Beautiful” ad generating the most positive reactions.
Coke received 8,356 positive tweets overall to win the top slot this year.
The Runner Up
Volkswagen AG squeezed past rival General Motors with an Audi commercial that focused on equal pay for equal work.
It had 5,629 positive mentions vs. GM’s 5,449.
Cleaning Up in Third Place
Thanks to Mr. Clean, Procter & Gamble Co. placed third in the tweeting contest with 5,568 positive tweets.
“PG took advantage of its massive advertising budget — it spent $7.2 billion on advertising in 2016 — and ran several ads across multiple brands,” according to TD Ameritrade.
The “You Gotta Love a Man Who Cleans” ad drew the most positive buzz.
Coming in fourth was General Motors, with 5,449 positive tweets.
Anheuser-Busch InBev, which aired ads showing an immigrant from Germany who comes to St. Louis, picked up 4,938 and came in fifth.
There two T-Mobile US had 4,675 positive tweets, followed by Honda Motor Co., at 3,824 (which beat out rival Ford) and Pepsico — the main sponsor of Lady Gaga’s halftime show — at 3,282.
— Check out Want a Good Year for Stocks? Root for the Falcons in the Super Bowl on ThinkAdvisor.