EDO President & CEO Kevin Krim joins Yahoo! Finance to discuss the Business of Brady, including the “Tom Brady Effect” on consumer behavior and the brands being advertised during his games (click above to watch video and see full transcript).
Brand, Creative, Search Engagement Volume* (Online Searches in 000s)
1. Sleep Number, Game-Changing Sleep for NFL QB Dak Prescott, 124 Search Engagement Volume
While the ads for Subway and FTX featuring Tom Brady were second and fourth on our list, respectively, it was Sleep Number’s ad featuring Dallas Cowboys quarterback Dak Prescott that created the highest levels of Search Engagement during Sunday night’s game on NBC.
2. Subway, Freshly-Baked Fragrance of #Bready, 117 Search Engagement Volume
Much like it did during the NFL’s opening night game on NBC featuring Brady and the Bucs vs. the Cowboys, Subway’s ad about the GOAT’s, shall we say complicated relationship with bread, garnered high levels of search volume (see also: NFL Kickoff in Review: Brady, Crypto, Autos Win the Night).
3. Toyota, Words of Encouragement, 107 Search Engagement Volume
4. FTX, FTX. You in?, 104 Search Engagement Volume
Similar to its opening night debut, the Crypto trading exchange’s ad featuring Brady and his wife, supermodel Gisele Bündchen, continues to create high levels of engagement with NFL viewers. In fact, our President & CEO Kevin Krim was recently featured in an article in The Hollywood Reporter in which he discussed the success of the FTX ads and the possible impact on sports betting brands.
5. Hyundai, Question Everything: Jason, 78 Search Engagement Volume
As we’ve shown before, stars drive search. In this case, Hyundai featured actor Jason Bateman and NBA All Star Kawhi Leonard in an engaging ad for the 2022 Tucson.
6. Verizon Wireless, Every Sister feat. Kate McKinnon, 74 Search Engagement Volume
She had to miss Saturday Night Live’s 47th season premiere (filming the Peacock limited series Joe Exotic in which she plays Carole Baskin), but Kate McKinnon’s Verizon ad did not miss its chance to engage with viewers on Sunday night.
7. Toyota, Sneak Out, 70 Search Engagement Volume
8. DirecTV, Quiet Please feat. Serena Williams, 63 Search Engagement Volume
See above, re: stars drive search.
9. Applebee’s, Can’t Get Enough, 61 Search Engagement Volume
Applebee’s recently “went viral” thanks to Walker Hayes’ “Fancy Like” song, but Sunday night it was Barry White’s classic “Can’t Get Enough of Your Love Baby” that featured in the ninth most engaging ad of the night.
10. Hyundai, Birthday Gift Card, 59 Search Engagement Volume
*Search Engagement is EDO’s proprietary measure of the increase in online search activity for a brand or product in the minutes immediately following a TV ad airing.
Read as: approximately 124,000 incremental online searches for Sleep Number were generated by the Game-Changing Sleep ad airing during the Sunday Night Football game on NBC on October 3.
To learn more about EDO’s data and insights, contact us today.