CHICAGO, Jan. 17, 2019 (GLOBE NEWSWIRE) -- As the countdown to the Big Game begins, marketer and consumer speculation swirl around which brands and companies will have the most noteworthy and impactful advertisements. 4C, a data science and marketing technology company, takes a deeper look into the brands that advertised during football and made the biggest impact throughout the year, as well as some opportunities for brands to capitalize on this year’s game and Halftime Show performance.
Using its proprietary measurement system, the company analyzed the ad airings and social media impact of NFL advertisers. The 4C Pre-Game State of Football Impact Report is based on TV social lift, positive sentiment and social media engagements for 2018.
"Multiscreen engagement is transforming media to the point where the new living room experience is sometimes better than actually being at the game,” said Aaron Goldman, Chief Marketing Officer at 4C Insights. "The Super Bowl is one of the biggest live events of the year and it’s no surprise that viewers are tuned in and readily sharing reactions about what’s happening on the field and during the commercials.”
In its examination, key takeaways of 4C’s report include:
NFL 2018 Season TV Ad Rankings By Volume
| Ranked Advertisers | Ad Minutes | TV Spots | Change YOY |
| J.G. Wentworth | 375 | 293 | N/A |
| Verizon | 275 | 630 | 47% |
| Toyota | 201 | 474 | 48% |
| Geico | 185 | 384 | 40% |
| Ford | 177 | 360 | 110% |
| Bud Light | 168 | 458 | 67% |
| Progressive | 140 | 283 | 79% |
| Hyundai | 132 | 294 | 76% |
| Apple | 122 | 234 | 13% |
| Lexus | 115 | 375 | 0% |
- Based on an analysis of the total ad minutes aired on broadcast and cable networks between September and December 2018, 4C found that J.G. Wentworth was the single largest ranked advertiser for the NFL during the 2018 regular season. The company has not announced any plans for a campaign during the big game.
- Of the season’s top ten biggest advertisers, Toyota, Verizon, Bud Light, and Hyundai have announced plans to advertise during this year’s game.
Halftime Acts
This year’s Halftime Show has generated controversy well before the event with rumors swirling around artists who reportedly turned down the offer to perform. Using the 4C Insights Affinity Graph™, the company uncovered the brands, TV shows, and celebrities that are most affiliated with the audiences of acts such as Maroon 5, Justin Timberlake, Cardi B, and others.
| Performer | Affinity Brands | Affinity TV Shows | Affinity Celebrities |
| Maroon 5 | LG Fabletics Steak 'n Shake | Glee Inside Edition America's Got Talent | Tony Bennett Chris Stapleton Coldplay |
| Acts that Declined | |||
| Rihanna | Sephora L'Oreal Paris Chips Ahoy! | Scandal Glee American Idol | Beyoncé Wyclef Jean Lil’ Kim |
| P!nk | Clarins L'Oreal Paris GUESS | Hollywood Game Night American Idol CBS Sunday Morning | Jeff Dunham Kelly Clarkson Maren Morris |
| Cardi B | Proactiv Chips Ahoy! LG | Love & Hip Hop: Atlanta Lip Sync Battle Glee | Lil' Kim Selena Gomez Beyoncé |
- Ironically, the TV show most associated with Maroon 5 is America’s Got Talent, though lead singer Adam Levine is a judge on The Voice.
- LG was the most commonly associated brand with two acts, despite not being an official sponsor or leading advertiser of the NFL.
Football Teams in the 2019 Playoffs
| Football Teams | Brand Affinity | TV Shows |
| New Orleans Saints | Airheads Gatorade Adidas Football | Pawn Stars NCIS: New Orleans Chrisley Knows Best |
| Kansas City Chiefs | goodnessKNOWS Vera Bradley Pure Leaf | The Great American Baking Show The Price Is Right Final Space |
| Los Angeles Rams | goodnessKNOWS Vera Bradley PC Richard and Son | Wheel of Fortune The Talk Final Space |
| Los Angeles Chargers | Ford Trucks Lexus Vineyard Vines | Judge Judy The Price Is Right True Detective |
| Indianapolis Colts | goodnessKNOWS Motorola Vera Bradley | Final Space The Talk The Price is Right |
| Dallas Cowboys | Reliant Energy Nationwide Insurance Adidas Football | Chrisley Knows Best The Great American Baking Show Street Outlaws |
| Philadelphia Eagles | Ricoh Ford Trucks PC Richard and Son | The Talk The Goldbergs It's Always Sunny in Philadelphia |
- Among the final eight teams for this year’s game, several audiences engaged with snack brand goodnessKNOWS, handbag designer Vera Bradley, and TV shows The Talk, The Great American Baking Show, and Final Space.
- In the case of last year’s winner, the Philadelphia Eagles, two TV shows with local ties to their audience were among the top three - The Goldbergs ad It’s Always Sunny in Philadelphia.
To view the report and learn more about 4C’s research, please visit 4CInsights.com/SuperBowl.
About 4C Insights
4C is a global marketing technology company that delivers a unified platform for audience intelligence and media activation. Leading brands, global agencies, and media owners trust the Scope by 4C™ platform to identify their most valuable audiences and reach them across channels and devices. With nearly $2 billion in annualized advertising spend running through Scope, 4C enables self-service activation on Apple News, Facebook, Instagram, LinkedIn, NBCUniversal, Pinterest, Snapchat, and Twitter as well as TV synced ads via display, search, social, and video. The company also provides paid, earned, and owned media analytics leveraging its Teletrax™ television monitoring network which detects over 400 million TV asset airings on an annual basis. Founded in 2011 and based in Chicago, 4C has staff in 16 worldwide locations across the United States, United Kingdom, the Netherlands, France, Hong Kong, India, Singapore, and the Philippines. Visit www.4Cinsights.com for more information.
Media Contact
Kari Brownsberger
VP, Marketing Communications
Kari.brownsberger@4cinsights.com