Adobe Digital Insights Big Game 2017 Analysis

© 2016 Adobe Systems Incorporated. All Rights Reserved.

The Big Game 2017 – Mobile Ad Viewing, Social Buzz & Consumer TrendsAdobe Digital Insights


Methodology

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Aggregated and anonymous data from Adobe Marketing Cloud: 1.5M+ products across multiple categories (Grocery, TVs, Furniture, Appliances)

TubeMogul (now part of Adobe) ad performance data across 2.5B auctions during 2016 pro football playoff games

165M social engagements (mentions, page likes, followers) from Aug. 2014– Jan. 2017 via blogs, Facebook, G+, Reddit,Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, and YouTube

o Social mentions are publically available and based off an aggregate total

Data from different Adobe Marketing Cloud solutions:

Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.


Key Insights

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1. U.S. pro football is successfully capturing fans’ attention, especially during key games like theBig Game in February

2. Pro football fans prove both loyal and excited during key match ups3. Fans can save and set up their own Big Game experience for a fraction of the cost

4. Hot wings and cheese pizza are top foods during the Big Game5. Social buzz climbs leading up to the Big Game, but down from last season


1 / Football games and entertainment capture attention, especially during the Big Game

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Fans focus on The Big Game• Mobile ad completion rate

dips to 50% during the BigGame, vs. 65% duringConference Championships

Halftime entertainment is a hit• Mobile ad completion rate

dips 28% during halftime vs.rest of the game

© 2016 Adobe Systems Incorporated. All Rights Reserved. 5

• Units sold jump 19% seven days before the big game, and 104% seven days afterwards (vs. average)

• AFC outsells NFC in 2016: After the Conference champs were decided AFC products outsold NFC by 14%leading up to the Big Game.

2 / Fans rally support through product sales, especially during playoffs

Football fans gear up before the Big Game:


2 / Pro football playoffs invigorate fans during key match ups

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Football viewers peaked with Cowboys vs. Packers game (1/15), indicating what games are capable of• Average social mentions increased 2x the day of this game (vs. daily mentions in Jan.)• Average of 48.5M viewers tuned into this game (35% higher than the divisional average)

Pro football social mentions decreased 6% season-over-season• If conference finals delivers a similar experience, pro football mentions during playoffs will hit 6.2M – nearly on

par with previous season


2 / U.S. pro football spreading roots into Europe with warm reception

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Overall social sentiment remains positive (1.54) in Europe, but mentions down 15% YoY• Teams that played in Europe ranked in the bottom half of each pro football conference

o Popularity in Europe could increase by selecting teams with higher social sentiment

o Creating similar match ups to ones popular in the U.S. to expand the fan base


3 / Fans can save by setting up an in-home Big Game experience

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Now is a good time to buy items for an in-home experience:• TV prices down 19.8%• Furniture prices decreased 3.8%• Appliance prices dropped 4.6%

AVERAGE COST OF A BIG GAME TICKET

$3,225*Source: SeatGeek

(Jan 30, 2017)

AVERAGE PRICE OF A PREMIUM TV

$1,569*Source: Digital Price Index

(Dec 2016)

In addition, consumers can save on spirits and wine:• Both spirits and wine have decreased 0.5%• Main price decreases happen between $40-$80 price point


3 / Fans should stock up on chicken wings for their Big Game party

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Fans prefer chicken wings• Online chicken wing sales increase 40% on Big Game weekend vs. the average weekend• Online pizza sales jumped by 4%

Bone-in chicken wings are the preferred delicacy• Generate largest share of social mentions (80%)

Actual Tweets:“idk how people prefer boneless wings over bone-in, bone-in allllll the way” “Boneless wings > Bone in wings. Block me if you disagree”


3 / Hot wings and cheese pizza are top flavors of the Big Game

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• Cheese pizza leads social mentions of pizza types, followed by pepperoni

• Hot wings top social mentions of wing flavors

© 2016 Adobe Systems Incorporated. All Rights Reserved.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Social Landscape prior to the Big Game

Falcons:GeorgiaAlabamaSouth CarolinaTennesseeMississippi

Patriots:MassachusettsMaineRhode IslandNew HampshireNorth Dakota

Top 5 fan states driving most social buzz:

Falcons see larger jump in mentions, lead sentiment after Playoffs• Patriots lead total social mentions – 1.2M (through Jan. 30th, 2017)

• Falcons sentiment sits @ 3.35 vs. Patriots (2.75) (through Jan. 30th, 2017)

Tom Brady most socially discussed player• Followed by fellow opposing QB Matt Ryan• Top Fan States: Georgia (Falcons) and Massachusetts (Patriots)



Glossary

NFL Regular Season: September – December of each season NFL Playoff Season: January of each season, or when playoff games start Ad Completion: Occurs when a video ad plays through to the end

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Appendix

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