Big Game advertising winners

The TD Ameritrade Ad Challenge, powered by LikeFolio, used proprietary social data tracking technology to see which publicly traded companies got the right buzz during the Big Game. The Ad Challenge tracked social sentiment of the public companies that advertised during the Big Game from 6 p.m. to 11 p.m. ET. The two key data points considered were the volume of tweets about the advertiser and the overall sentiment of the tweets. These companies were then ranked based on total number of positive tweets to determine the winner.

‘These publicly traded companies spent a not-trivial amount of their advertising budget to run a spot in the big game,’ said Nicole Sherrod, managing director of trading, TD Ameritrade. ‘Just like our clients use social sentiment to validate whether consumers are favouring the products that a brand produces, we can use the same capability to gauge consumer reaction to TV commercials.’

It’s one last gut check every investor should make before clicking buy or sell.

We identified US-listed stocks and American depository receipts of companies that advertised during Super Bowl 51. We filtered out companies with a share price of less than $1.00 or a market capitalisation less than $100 million, and excluded illiquid stocks by screening companies for liquidity, i.e. average bid-ask spreads, dollar volume traded, etc.

Finally, our proprietary optimisation engine determined the constituent stocks based on the number of ‘definitely positive’ mentions for their brands and products during the game. The eight companies with the highest positive mentions made it onto this list.

LikeFolio is a social data analytics firm specialising in quantifying consumer mentions of the brands and products owned by publicly traded companies.

Companies are equally weighted.