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February 07, 2017 at 09:05 AM
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.
