Road to The Big Game

When football fans yap and scream online, are they fixating on touchdowns, interceptions, fumbles, or the quarterback?  Equally important, does it matter?  Turns out, fans are overwhelmingly fixated on – guess who? – the quarterback.  According to a recent Nielsen survey which analyzed over 300,000 conversations taking place online from January 5^th through January 27, 2008, the term “quarterback” dominated online discussion, with nearly double the mentions compared to “pass,” the second most discussed term in the same period. The term “touchdown” took the third slot.  The chart below outlines how the game vernacular maps out.  At the end of the day, the quarterback not only calls the plays, but also drives the buzz. Football fans are obsessed with critiquing and discussing every aspect of the quarterback role, and we suspect this will hold true in the upcoming Super Bowl.

What does this have to do with Super Bowl ads?  Well, for starters, effective advertising depends in large measure on how well consumers are primed and receptive to key messaging, and we know with little ambiguity that consumers are highly engaged around all dimensions of the “quarterback” as well as the activities the position triggers: pass, interceptions, touchdowns.   An advertiser incorporating football into their copy message may reap higher dividends by anchoring their content to areas where consumers are attentive, engaged, and primed to talk.

Picking the Quarterback:  Analysis of consumer-generated media may also uncover other insights or engagement drivers around a particular quarterback, and this too may figure in advertising or sponsorship decisions.  Tom Brady has a lot of pressure riding on his shoulders and he needs to be in top peak condition. Football fans from all over are coming together to make predictions and watch their loved (or hated) team win or lose the Super Bowl. The Patriots are getting a lot of flack from Miami fans, and from those who are not Brady followers. So in spite, fans are rooting for the opposing team, the New York Giants. In Nielsen Online’s Brand Association Map (BAM), shown below, the term ‘win’ is not as closely related to Tom Brady discussion as one would suspect. With an undefeated season, one would rightfully assume close context with Brady and the term ‘win’ but that does not seem to be the case. More and more fans are hoping to see the Patriots crash and burn at the end which allows the underdog team, the NY Giants, to win the game.

You will also note that key buzz topics highly associated with Brady are other quarterbacks. Online consumers have been sharing their list of the top QB’s during the 2007 NFL football season. Both Brady and Manning reside at the top for most consumers which explains why they are in close proximity to each other. Brady has also brought in discussion surrounding all-time great QB’s such as Marino, Montana, Bradshaw and Elway.  Keep in mind that such associations are not the product of a survey or focus group, but rather, the output of unaided and unsolicited conversations from football’s most outspoken fans.  Once again, in the spirit of understanding where consumers are most engaged and receptive to messaging, mapping the conversation – even the harsh stuff – can get you closer to the answer.

by Pete Blackshaw, Nielsen Online