2019 NFL Kickoff Advertising
Introduction
EDO measures the real-time impact of television advertising by tracking minute-by-minute changes in search and other online actions immediately follow an ad airing. EDO’s proprietary ad performance metric - Search Engagement Volume (SEV) - measures the incremental increase in online search activity above baseline generated in the minutes following an individual TV ad airing.
EDO scored every ad airing during the 2019 NFL Kickoff game between the Green Bay Packers and the Chicago Bears, then ranked them based on the incremental search activity above the baseline generated by each ad. The impact of each ad was then indexed to the median performing in-game NFL Kickoff spot (set to 100) in order to easily compare relative performance. This produces our Search Engagement Index (SEI) metric used in this report. The data included in these rankers is preliminary, and is subject to slight adjustments based on EDO's final NFL Kickoff analysis. Our other metric used in this report, Share of Search, is calculated by taking the total Search Engagement Volume for each brand that ran ads during the NFL Kickoff, and dividing it by the sum of the Search Engagement Volume generated by all brands within that industry.
Top Ad Ranker
The table below shows the top 40 spots out of all ads that aired during the NFL Kickoff game, ranked by SEI.
● Winners: With a Search Engagement Index (SEI) of 3,513, the top performing ad in the NFL Kickoff was the trailer for the upcoming film Joker, which generated more than 35x as much online activity as the median NFL Kickoff game ad in the minutes after the spot aired. Movie trailers held four of the top ten spots for this game, with spots for IT Chapter Two coming in at #5 and #6 and a trailer for Ad Astra taking #8. Amazon and Netflix also had ads for big series that placed #3 and #14 respectively. ● Winners: Automotive ads also performed well in the top 10, with Toyota, Jeep, and Hyundai securing #2, #4, and #10 rankings respectively. Toyota saw success with the same Toyota Supra "Pinball Wizard" spot that won our Super Bowl LIII ad ranker, while the new Jeep Gladiator spot had a strong debut. The Hyundai spot featuring the Palisade was one of five Palisade ads that aired during the game. ● Winners: Given that Entertainment and Automotive tend to dominate these rankings, it is particularly notable that the Top 10 included Papa John’s new Better Day campaign featuring Shaquille O’Neal at #7 and a spot for the new Apple Card at #9.
Search Engagement Rank Brand Creative Link Index Air Time Duration 1 Joker LINK 3,513 9:24 PM 45 2 Toyota Supra LINK 3,376 9:54 PM 60
3 Tom Clancy's Jack Ryan (Amazon) LINK 1,470 9:08 PM 90 4 Jeep Gladiator LINK 1,248 10:54 PM 60
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5 IT Chapter Two LINK 1,210 8:33 PM 15 6 IT Chapter Two LINK 1,155 10:19 PM 15 7 Papa John's LINK 977 8:38 PM 30 8 Ad Astra LINK 820 9:15 PM 30 9 Apple Card LINK 761 10:14 PM 30 10 Hyundai Palisade LINK 685 10:24 PM 30 11 Rambo: Last Blood LINK 627 9:33 PM 30 12 Hulu LINK 549 9:01 PM 30 13 Hyundai Palisade LINK 534 10:04 PM 30 The Dark Crystal: Age of Resistance 14 (Netflix) LINK 457 10:05 PM 30 15 Hyundai Palisade LINK 446 10:14 PM 30 16 Bud Light LINK 435 9:40 PM 30 17 Hyundai LINK 376 10:18 PM 30 18 Microsoft Gears of War Series LINK 353 8:45 PM 30 19 Harley-Davidson LINK 336 8:46 PM 15 20 Microsoft Surface LINK 317 11:13 PM 30 21 Aflac LINK 300 9:04 PM 30 22 Target LINK 244 9:01 PM 30 23 Volkswagen LINK 231 8:51 PM 60 24 Applebee's LINK 218 10:04 PM 30 25 Subway LINK 214 8:53 PM 30 26 Chipotle LINK 209 9:16 PM 15 27 Verizon LINK 184 10:15 PM 30 28 Verizon LINK 172 9:17 PM 30 29 Bud Light LINK 170 10:55 PM 30 30 Hyundai Palisade LINK 154 8:19 PM 15 31 Samsung Galaxy LINK 154 9:25 PM 30 32 Buffalo Wild Wings LINK 122 8:34 PM 15 33 Arby's LINK 119 10:20 PM 15 34 AT&T LINK 119 9:41 PM 30 35 Chevrolet Silverado LINK 117 8:32 PM 30 36 Starbucks LINK 114 8:46 PM 15 37 Samsung Galaxy LINK 113 10:25 PM 30 38 Chevrolet LINK 110 8:38 PM 30 39 Toyota Corolla Hybrid LINK 102 9:16 PM 30 40 T-Mobile LINK 101 11:19 PM 30
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Industry Share of Search Analysis
Automotive ● 13 automotive ads aired during the NFL Kickoff game, featuring a greater than normal proportion of 60-second spots. ○ Hyundai aired six spots (four :30s, two :15s), Toyota had three (two :30s, one :60s), Jeep debuted its new Gladiator spot (:60s), VW aired one :60s, and Chevrolet had two :30s. ● The top automotive ad was the same Toyota Supra "Pinball Wizard" spot that came in atop our Super Bowl LIII ranker. Toyota generated 45% of all SEI for automotive brands during the game with this one spot. ● The Jeep Gladiator spot came in second, generating 17% of all automotive SEI during the game. ● Hyundai had a strong showing from its six spots (all but one focused on the Palisade), collectively generating 30% of all automotive SEI during the game.
Brand / Product Share of Search Engagement Index (SEI) # of Airings Toyota 47% 3 Hyundai 30% 6 Jeep 17% 1 Volkswagen 3% 1 Chevrolet 3% 2 Grand Total 100% 13
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Movies ● Joker drove the most search engagement of all movie trailers to air during the NFL Kickoff game (48% share of all movie SEI), with the IT Chapter Two also generating solid search engagement through its two airings (collective 32% of all movie SEI).
Brand / Product Share of Search Engagement Index # of Airings Joker 48% 1 IT Chapter Two 32% 2 Ad Astra 11% 1 Rambo: Last Blood 9% 1 Grand Total 100% 5
Financial Services ● The Financial Services category was a strong advertiser, with seven brands advertising during the NFL Kickoff game. ● The Apple Card was the clear winner of the Financial Services category, generating 70% of all financial services SEI through just one airing.
Brand / Product Share of Search Engagement Index # of Airings Apple Card 70% 1 Synchrony 9% 1 Capital One 7% 1 Navy Federal Credit Union 6% 1 Charles Schwab 4% 1 Quicken Loans Rocket Mortgage 2% 1 U.S. Bank 1% 1 Grand Total 100% 7
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Restaurants ● The new Papa John’s Better Day campaign featuring Shaquille O’Neal was a strong performer in the Restaurant category, driving 49% all Restaurant SEI during the NFL Kickoff game through just one airing.
Brand / Product Share of Search Engagement Index # of Airings Papa John's 49% 1 Applebee's 11% 1 Subway 11% 1 Chipotle 10% 1 Buffalo Wild Wings 6% 1 Arby's 6% 1 Starbucks 6% 1 McDonalds 2% 1 Grand Total 100% 8
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Note: Report excludes: creatives < 5 total airings; airings < 50K impressions
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