A new Nielsen study shows that social media users watching big events like the Super Bowl or the upcoming Oscars can be turned into brand advocates. In two case studies, Nielsen found that traffic surrounding specific ad campaigns jumped during the televised events.
For the first one, it looked at a personal care brand that ran 84 ads during the entire season of a professional sports league. The ads were places on both broadcast and two cable networks. Nielsen was looking at an audience of an average 76,000 unique authors for each game. As it turns out, social media users were posting just as much about the ins and outs of the games as much as they were talking about the personal care brand and a specific commercial. During an all-star exhibition, Nielsen found that brand activity was 779 percent higher on the day of the exhibition game than it was during the pre-season.