Social Media Trends from NCAA March Madness 2014


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Since the first tip-off on March 16, we've been tracking all the social media conversations surrounding March Madness using Radian6 (our leading social analytics application).

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Social Media Trends from NCAA March Madness 2014

  1. Social Media Trends from NCAA March Madness 2014 March 16-April 6, 2014
  2. Total March Madness Mentions: 5,583,821 That’s 253,810 mentions per day! Total Mentions of Targeted Brands during March Madness: 69,340
  3. Turns in Conversation Despite a significant drop in conversation midweek, there were still over 100,000 posts daily until the conclusion of the Elite Eight round. The weekend of the Final Four boosted daily volume back over 100,000. However, each weekend of the tournament had fewer posts than the one before it. The tournament’s opening days provided the most discussion as brackets were submitted and the rounds of 64 and 32 kicked off. 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 16/03/2014 21/03/2014 26/03/2014 31/03/2014 05/04/2014
  4. Top Hashtags Mentioned • Official tournament hashtags took the top spots, but MTV pulled off a coup by injecting a non-sports-related hashtag into the conversation with their Musical March Madness contest (#MMM), which pitted 64 bands against each other in a bracket-style competition. • If Monday night’s game between Kentucky and Connecticut is anything like their battle for hashtag supremacy, viewers should be in for a heck of a game. As of Sunday evening, Kentucky had a slim lead over their Husky counterparts. However, Kentucky fans are also causing #BBN (Big Blue Nation) to shoot up the hashtag ranks. • Dove’s #TournamentDecisions contest allowed them to be the only tournament-related brand to find a place in the top ten for hashtags used.3,680 5,840 6,220 8,271 8,838 9,468 16,311 31,934 64,286 88,530 0 20,000 40,000 60,000 80,000 100,000 #woodenaward #badgers #tournamentdecisions #bbn #uconn #kentucky #mmm #ncaa #finalfour #marchmadness
  5. Add Art Top 5 Most Mentioned Users @MTVNews 15,825 Mentions @MarchMadness 10,356 Mentions @TokioHotel 9,765 Mentions @NCAA 5,684 Mentions @UConnHuskies 4,952 Mentions
  6. Add Art Top 10 Most Mentioned Teams Kentucky 263,078 Mentions Florida 227,734 Mentions Michigan 191,953 Mentions Dayton 189,421 Mentions Connecticut 166,366 Mentions Wisconsin 146,918 Mentions Duke 118,787 Mentions Arizona 109,353 Mentions Louisville 93,758 Mentions Mercer 83,956 Mentions
  7. Add Art There were 17 brands that served as corporate sponsors to March Madness. Their names were mentioned 69,340 times over the course of the tournament. That makes for 3,301 NCAA-related brand mentions per day. • AT&T had the most mentions, but benefitted from having its name on AT&T Stadium in Arlington Texas, which hosted the Final Four. Prior to those games, the company sponsored courtside photos which were shared heavily over Twitter. • Brands such as Burger King, Capital One, Reese’s and Enterprise accumulated mentions through contests that encouraged social sharing. • Buffalo Wild Wings seemed to benefit the most from organic mentions, with people talking about eating there while watching games or mentioning their commercials. Official Sponsor Share Of Voice 154 305 501 516 594 708 739 1,432 2,093 2,593 2,615 2,672 3,468 3,576 4,164 5,671 37,546 0 10,000 20,000 30,000 40,000 AT&T Capital One UPS Reese's Burger King Buffalo Wild Wings Enterprise LG Lowe's Coca-Cola Northwestern Mutual Infiniti Buick Kindle Fire Nabisco Allstate Unilever
  8. Add Art Pizza Hut vs. Papa John’s: The battle over pizza • Neither Pizza Hut nor Papa John’s are official sponsors of March Madness. But like many brands, that didn’t stop them from trying to ambush their way into advertising around the tournament. • Despite not being able to use any official NCAA language in their campaigns, both brands picked up some mentions alongside the phrases “March Madness,” “Final Four,” and “NCAA,” with Pizza Hut grabbing 977 mentions and Papa John’s collecting 413. • A search for brand names over the same period (without “March Madness,” “NCAA,” or “Final Four”) saw Pizza Hut pick up 352,312 mentions and Papa John’s collect 83,769. 413 977 0 200 400 600 800 1,000 1,200 Papa John's Pizza Hut 83,769 352,312 0 100,000 200,000 300,000 400,000 Papa John's Pizza Hut Total Brand Mentions March Madness Brand Mentions