In the first week of NCAA’s March Madness, Coke and AT&T appear to have moved the needle the most on three important consumer perception metrics with their advertising and promotions.
Coke Zero brought on the next iteration of its Enjoy Everything TV campaign with a series of ads positioning themselves as the “defender and celebrator of guy enjoyment” as well as co-sponsoring the NCAA March Madness Live App for iPhone and iPad. AT&T enlisted several basketball legends on their new spots as well as the carrier supporting both the Android and Windows versions of the March Madness app.[TM1]
Coke and AT&T were the number one and two brands showing gains in YouGov BrandIndex’s Buzz score, which asks respondents "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"
AT&T was by itself at the top of YouGov BrandIndex’s important potential revenue metric, purchase consideration. Compared to a baseline of the two weeks before the tournament began, there was a 5 percentage point increase in consumers saying they would consider purchasing AT&T the next time they were in the market for a new phone carrier.
AT&T also had the biggest word of mouth increase, but not enough to be statistically significant.