Blitz this Football Championship Season

Insights for digital marketers

In 2014, the Football Championship reached an average 112.2 million game viewers

Source: Article: Super Bowl 2014 ads: facts and insights

35 U.S. markets watch the Football Championship more than the average U.S. market

Source: The Nielsen Company, Wrap Overnights, Super Bowl Program Averages for 2013, 2012 and 2011, 210 DMAs, P25G54, Live+SD inLPM/Metered Markets. Live+1 in

Diary Markets. Markets: Billings, Boise, Buffalo, Burlington-Platts, Cincinnati, Colorado Springs, Columbia, Columbus OH, Davenport-R.Island, Dayton, Denver, Des Moines,

Duluth-Superior, Evansville, Fargo-Valley City, Ft. Wayne, Green Bay-Appleton, Indianapolis Jacksonville, Kansas City, Little Rock, Milwaukee, Minneapolis, Nashville, New

Orleans, Norfolk-Portsmouth, Rapid City, Reno, Richmond-P.burg, Rochester NY, Rochester-Mason City, Syracuse, Toledo, Washington DC, Wilkes-Barre

Home is where the Football Championship is

Nine out of 10 watchers are going to be at home –either their house or a friend’s.

Source: The Nielsen Company, March 2011.

Source: The Nielsen Company, January 2014.

Fans are stepping

up their spending

The number of

consumers

increasing their

Football

Championship

spending increased

from 9% last year

to 18% this year.

Food and athletic wear lead the way

U.S. consumers watching the

Football Championship on

Sunday will spend $68 on

average on game day food,

athletic wear, décor and TVs.$12.3BTotal spend:

Source: Poll conducted by Prosper Insights and Analytics on behalf of the National Retail Federation., January 2013. n= 6,417

Source: SLI Systems via Fans mobilize for Super Bowl shopping, Internet Retailer, January 2014,

Nearly 3/4 of

searches looking

for sporting

goods and team

apparel on retail

sites in advance

of the Football

Championship

were on mobile

devices.

Half-time made history and entertainment sales

A record breaking 115.3 million viewers tuned in to see

Bruno Mars sing.1

After the Football Championship half-time performance,

Bruno Mars’ Unorthodox Jukebox secured the No. 1 spot on

the iTunes Top Albums chart and his debut album moved up

to No. 3.2

Source: 1. Bruno Mars: Most Watched Super Bowl Halftime Show, WebProNews, February 2014; 2. Bruno Mars Tops iTunes After Most-Watched Super Bowl

Halftime Show, Mashable, February 2014; 3. Super Bowl XLVIII Nielsen Twitter TV Ratings Post-Game Report, February 2014

During the Football Championship, there were 2.3 million

Bruno Mars-related tweets.3

“S” is for Sunday snacks

The Football Championship is the

2nd highest day of food

consumption in the United States

after Thanksgiving.1

The average fan will consume 1200

calories and 50 grams of fat from

snacks. And that’s just snacks –

not meals.2

Source: 1. USDA, 2. Calorie Control Council and Snack Food Association; as quoted by Latin Times, Super Bowl 2014: 9 Shocking Statistics About Sunday

Game Day Culture That Will Surprise You , 2014.

2.5 million pounds of

salty nuts3

What’s tempting Football Championship fans’ taste buds?

Source: 1. National Chicken Council, January 2013; 2. Domino’s 101: Basic Facts;3 Calorie Control Council and Snack Food Association; 4 Hass Avocado Board, 2014

1.23 billion chicken wings1 11 million pieces of pizza.2

41 million bowls of

guacamole4

Even more unhealthy snacks

Source: Calorie Control Council and Snack Food Association

3.8 million pounds of

popcorn

2.5 million pounds of

tortilla chips

4.3 million pounds of

pretzels

11.2 million pounds

of potato chips

Don’t forget to wash it down

Source: The Nielsen Company

51.7 million cases of beer

The morning after…

Antacid sales are

expected to

increase 20% on

the day after the

Football

Championship.1

Six percent of

Americans will

call in sick the

Monday after

the Football

Championship.2

Source: 1. 7-Eleven via Super Bowl Statistics, Statistic Brain, February 2014; 2. 21 Random Facts About Super Bowl Sunday, thefw.com,

Source: www.eMarketer.com, Venables Bell & Partners as cited in company blog, January 15, 2014

While fans are snacking, they’re looking forward to watching the commercials

59%64%

69%

78%

2011 2012 2013 2014

U.S. Football Championship viewers who look forward to

Football Championship commercials

2011-2014

Series 1

Top 5 Football Championship advertisers by spend

Number of years

with ads in games Ad spending (millions)

1. Anheuser-Bush 5 $145.9

2. PepsiCo 5 $97.0

3. Hyundai Corp. 5 $67.4

4. Chrysler Group 4 $64.3

5. The Coca-Cola Co. 5 $62.3

Source: www.eMarketer.com, Kantar Media as cited in press release, January 14, 2014

In 2014, fifty-eight commercials battled for Football Championship eyeballs

Source: NFL: All Commercials 2014

A 30 second ad spot averaged $4M, exclusive of production costs.

Most effective ads of the 2014 Football Championship*

Ace Score (scale of 1-950) is the measure of ad creative effectiveness based on viewer reaction to national TV ads. Ads are scored on attributes such as persuasion, relevance, information, attention, change, desire and watchability.

Source: Marketingcharts.com, 2014

Watching ads wasn’t limited to the game

32% of Football Championship

viewers watched a commercial

online before the game

30% of Football Championship

viewers watched a commercial

again after the game

Source: Lab42 Super Bowl XLVII Survey, February 2014

Social media is making the Football Championship better

65% of Football Championship

viewers think that social media has

made the Football Championship

better in the last 10 years.

During the game, 38% of Football

Championship viewers posted about

a commercial on social media.

Source: Super Bowl Social Media Trends in 2014, Lab42, February 2014;

90% of the buzz

around Football

Championship

ads came from

mobile devices

on game day

Sunday.

Source: Touchdown! Which Brand Won the Social Super Bowl? [Infographic], Engagor, 2014

Top 10 most shared ads of the Football Championship 2014*

* Based on the number of shares tracked as of February 3, 2014 at 11AM GMT; Source: Marketingcharts.com, 2014

70,945

74,128

100,173

104,906

106,491

123,418

125,896

136,282

202,556

1,309,403

Chevrolet: "Romance"

Toyota: "Big Game Ad Starring Terry Crews and The Muppets

Cheerios: "Gracie"

VW: "Wings"

Kia: "The Truth"

Bud Light: "Ian Up For Whatever"

Jaguar: "British Villains"

Axe: "Make Love, Not War"

Budweiser: "Hero's Welcome"

Budweiser: "Puppy Love"

When the game – and ads – are over

Football

Championship

viewers are slightly

more likely to visit a

brand’s social site

(22%) after seeing its

ad than to visit the

brand’s website (17%).

Source: Super Bowl Social Media Trends in 2014, Lab42, February 2014.

Bing Network performance trends for the Football Championship season

Football Championship searches started a couple of weeks before the game

Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014

During the game, general Football Championship searches spiked around half-time

Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, February 2-3, 2014

Football Championship game day schedule

(Pacific Time)

All times are approximate.

• Stadium Entry Pavilions and Gates Open:

11:00AM

• Team Warm-Ups: 2:15PM

• National Anthem & Player Introductions:

3:15PM

• Kick-off: 3:25PM

• Half-time: 5:15PM

Top Football Championship-related keyword searches

super bowl

super bowl 2014

super bowl tickets

super bowl date change

when super bowl 2014

time super bowl 2014

broncos

denver broncos

seahawks

seattle seahawks

Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014

Football Championship-related clicks and cost-per-click

Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014

Searches on Football Championship commercials peaked the day after the game

Football Championship buzz translates to search interest – make sure your ad copy is

poised to convert that interest into brand awareness and transactions.

Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014

Commercials were all the rage at the water-cooler

Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014

Take advantage of this heightened interest to remind people about your brand!

Top Football Championship commercial-related keyword searches

budweiser puppy love

budweiser super bowl 2014

cheerios super bowl commercial

coke super bowl ad 2014

doritos commercial

radio shack commercial

best super bowl ads

super bowl ads

super bowl commercials

super bowl commercials 2014

Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014

Football Championship commercial-related clicks and cost-per-click

Commercials have a strong click-through-rate in the build-up before game day, with relatively lower competition. So, grab attention early on!

Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014

The half-time show sent entertainment searches through the roof

The buzz around the halftime show and performers creates an opportunity to

advertise albums, concert tickets and fan merchandise!

Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014

Football Championship 2015 will

feature Katy Perry… be prepared!

Searches rose during the national anthem and peaked during Bruno Mars’ half-time performance

Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014

Football Championship game day schedule

(Pacific Time)

All times are approximate.

• Stadium Entry Pavilions and Gates Open:

11:00AM

• Team Warm-Ups: 2:15PM

• National Anthem & Player Introductions:

3:15PM

• Kick-off: 3:25PM

• Half-time: 5:15PM

Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014

bruno mars

bruno mars halftime show

bruno mars songs

bruno mars super bowl

bruno mars super bowl 2014

bruno mars tour 2014

renee fleming super bowl

super bowl halftime show

super bowl halftime show 2014

super bowl 2014 halftime show

Top Football Championship entertainment-related keyword searches

Football Championship entertainment-related clicks and cost-per-click

Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014

Recipes kick-off Football Championship food searches

If your website has a great recipe or your product can be used as an ingredient for a

popular traditional Football Championship dish, use your ad copy to let hungry fans know!

Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014

On game day, pizza reigns supreme

Be ready for the surge! Make sure you have sufficient budget both for Football

Championship Sunday (and the day before) and the AFC NFC championship

weekend.

Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014

Mobile devices were used to search for the best dips

Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014

Allocate most of your mobile budget to weekends and the week before the

Football Championship.

Top Football Championship food keywords for the perfect meal

Dips

artichoke dip

buffalo chicken dip

buffalo chicken dip recipe

dips

guacamole

queso dip

seven layer dip

spinach artichoke dip

spinach dip

taco dip

Wings

buffalo chicken wings

buffalo chicken wings recipe

buffalo wings

buffalo wings recipe

chicken wings

chicken wings recipe

hot wings

hot wings recipe

wings

wings recipe

General Football

Championship food

super bowl appetizers

super bowl food

super bowl food ideas

super bowl foods

super bowl party food

super bowl party food ideas

super bowl party ideas

super bowl recipes

super bowl snack ideas

super bowl snacks

Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014

Football Championship food-related clicks and cost-per-click

Bing Network

audience behaviors

22% more likely to have spent $50-$99 on ready-to-

eat cookies in the last 30 days

13% more likely to have spent $50-$99 on salty snacks

(i.e. chips, pretzels) in the last 30 days

12% more likely to have spent $200-$499 on hot dogs

in the last 30 days

9% more likely to have spent $200-$499 on frozen

pizza in the last 30 days

8% more likely to have spent $100-$199 on crackers in

the last 30 days

More likely to buy food for the Football Championship

Compared with Google, the Bing Network audience is:

Source: comScore Explicit Core Search (custom), January 2014.

More likely to use a second device while watching TV

Compared with Google, the Bing Network audience is:

Source: comScore Explicit Core Search (custom), January 2014

More likely to have visited a website about a

TV show watched

More likely to have sent an e-mail/instant

message about a TV show watched

More likely to have researched/browsed products

featured on a TV show or commercial

Drive even better performance with Ad Extensions

Sitelink Extensions

Improve click-

through rate (CTR)

and conversions

by providing

direct access to

site content and

purchase pages.

13%

lift in click-through-rates

Location Extensions

Drive more in-

store conversions

with store

locator, click-to-

call, merchant

ratings, and click-

to-direction.

20%

lift in click-through-rates

Call Extensions

Connect

customers

quickly to your

direct sales

teams with click-

to-call.

10%

lift in click-through-rates

Source: Microsoft internal data

You told us: We delivered:

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targeting in 1-mile increments now makes

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Scheduling Precision: 15 min scheduling

delivers the right ad at the right time.

Bing Ads Editor: Now faster, improved

management, plus new targeting settings.

Bid Predictions: Bid Landscape predicts

impressions and clicks based on estimates.

Campaign Optimization: Delivery statuses

now provide clear insights around ad

performance.

Campaign Performance: Top Mover report

automatically locates key drivers contributing

to account performance variations.

You spoke,

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We heard feedback from our customers,

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