Super Bowl 2018 Ad Attribution Reports: Credit Card Purchases

Transcription

1 Super Bowl 2018 Ad Attribution Reports: Credit Card Purchases

2 Credit Card Attribution

3 Preface This brief provides insights on credit card transactions for H&R Block and TurboTax, during the weeks prior to and after Super Bowl LII on NBC Tax Services Credit Card Attribution

4 Media Gallery Tax Services Credit Card Attribution

5 Audience Engagement for Super Bowl LII Viewers (6.30PM to 10.45PM ET) The Super Bowl had consistent viewership throughout the entirety of the event H&R Block ads aired during the Super Bowl Post Game show. TurboTax aired ads around half-time Viewership Index Post Game :30:00 PM 06:36:00 PM 06:42:00 PM 06:48:00 PM 06:54:00 PM 07:00:00 PM 07:06:00 PM 07:12:00 PM 07:18:00 PM 07:24:00 PM 07:30:00 PM 07:36:00 PM 07:42:00 PM 07:48:00 PM 07:54:00 PM 08:00:00 PM 08:06:00 PM 08:12:00 PM 08:18:00 PM 08:24:00 PM 08:30:00 PM 08:36:00 PM 08:42:00 PM 08:48:00 PM 08:54:00 PM 09:00:00 PM 09:06:00 PM 09:12:00 PM 09:18:00 PM 09:24:00 PM 09:30:00 PM 09:36:00 PM 09:42:00 PM 09:48:00 PM 09:54:00 PM 10:00:00 PM 10:06:00 PM 10:12:00 PM 10:18:00 PM 10:24:00 PM 10:30:00 PM 10:36:00 PM 10:42:00 PM Tax Services Credit Card Attribution Audience size% is relative to overall viewers in the slot Source : Alphonso TV Audience data 4th Feb

6 CREDIT CARD TRANSACTION INSIGHTS

7 Transaction Summary of Tax Services Brands During Super Bowl Period As expected, given seasonality, the number of transaction increased for both H&R Block (42% increase) and Turbo Tax (88% increase) during the 3 weeks after the Super Bowl However there was a notable spike in sales for TurboTax right after the Super Bowl. Super Bowl Super Bowl Pre Super Bowl Period: 01/14 to 02/03 Post Super Bowl Period : 02/5 to 02/25 Tax Services Credit Card Attribution

8 Credit Card Attribution

9 Preface This brief provides insights on credit card transactions for T-Mobile, during the weeks prior to and after Super Bowl LII on NBC T-Mobile Credit Card Attribution

10 Media Gallery T-Mobile Credit Card Attribution

11 Audience Engagement for Super Bowl LII Viewers (6.30PM to 10.45PM ET) The Super Bowl had consistent viewership throughout the entirety of the event. The T-Mobile ad aired during the second half of the game Viewership Index Post Game :30:00 PM 06:36:00 PM 06:42:00 PM 06:48:00 PM 06:54:00 PM 07:00:00 PM 07:06:00 PM 07:12:00 PM 07:18:00 PM 07:24:00 PM 07:30:00 PM 07:36:00 PM 07:42:00 PM 07:48:00 PM 07:54:00 PM 08:00:00 PM 08:06:00 PM 08:12:00 PM 08:18:00 PM 08:24:00 PM 08:30:00 PM 08:36:00 PM 08:42:00 PM 08:48:00 PM 08:54:00 PM 09:00:00 PM 09:06:00 PM 09:12:00 PM 09:18:00 PM 09:24:00 PM 09:30:00 PM 09:36:00 PM 09:42:00 PM 09:48:00 PM 09:54:00 PM 10:00:00 PM 10:06:00 PM 10:12:00 PM 10:18:00 PM 10:24:00 PM 10:30:00 PM 10:36:00 PM 10:42:00 PM T-Mobile Credit Card Attribution Audience size% is relative to overall viewers in the slot Source : Alphonso TV Audience data 4th Feb

12 CREDIT CARD TRANSACTION INSIGHTS

13 Transaction Summary for T-Mobile During Super Bowl Period T-Mobile saw a 1.59% Lift in the number of transactions during the 3 weeks after Super Bowl, along with 1.89% Lift in Total Amount Purchase Super Bowl Super Bowl Pre Super Bowl Period: 01/14 to 02/03 Post Super Bowl Period : 02/5 to 02/25 T-Mobile Credit Card Attribution

14 Transaction Summary for T-Mobile During Super Bowl Period On taking moving averages of daily transactions for the six weeks - In the Pre Super Bowl Period, the transactions saw a downward trend as seen by the orange line The dotted red line shows a trend line moving towards a negative slope, if the trend were to continue Pre Super Bowl Period Super Bowl Post Super Bowl Period However, as shown by the green line we see an upward trend post Super Bowl Moving average of transactions Post Super Bowl Moving average of transactions in Pre Super Bowl Trend line of transactions in Pre Super Bowl Pre Super Bowl Period: 01/14 to 02/03 Post Super Bowl Period : 02/5 to 02/25 T-Mobile Credit Card Attribution

15 Contact Us Locations Key Contacts Silicon Valley Headquarters Mark Gall 321 Castro Street Mountain View, CA Sales: Media New York Tom Perchinsky 315 W 36th NY, NY Sales: Alphonso Insights tom@alphonso.tv For free TV ad campaign analysis on thousands of brands, visit insights.alphonso.tv.