« Back to Posts


Gatorade, Taco Bell Hitting Home Runs With World Series Audiences

This year’s World Series between the Los Angeles Dodgers and Houston Astros has already been an eventful one. And with the teams tied at one win apiece, we’re likely in for plenty more fireworks before a champion is crowned — especially if the remaining games are anything like Game Two’s 11-inning thriller.

Game Two of the World Series’ audience climbed considerably as the game’s scoring picked up later and the win probabilities went back and forth for both teams. Inscape, which captures live viewing data directly from screens, showed the game received over 2% of the real-time TV audience at certain junctures. That jump in the later innings is reflected in the second-by-second viewer graph below.

The action elicited a strong response on social media as well, according to Canvs.

Looking at real-time emotional reactions (ERs) during the game, “love'” carried over 26% of those responses on Twitter. “Crazy” hit 21%, while “enjoy” and “excited” also saw significant representation as the action ramped up over the course of the evening. According to the graph below, you’ll notice the major spikes in the later innings, as the Astros tied the game in the ninth, then traded blows with the Dodgers through the next two innings en route to the 7-6 come-from-behind victory.

(all times local – PT)

Among the largest reaction categories was also around fast food, in the form of sponsor Taco Bell. As it’s done in the past, the fast food restaurant ran its “Steal a Base, Steal a Taco” promotion, which rewarded America with a free taco as a result of the first stolen base in the series. That stolen base would come courtesy of Houston’s Cameron Maybin, prompting a major influx in fast food reactions (fourth-highest category of any reactions during the game).

Obviously that excitement’s been a boost for advertisers. And brands aren’t just earning eyeballs, but major audience attention during commercials. iSpot.tv, which measures attention from the glass of 7.3 million TVs, shows us the ads that received the most attention. Taco Bell got the most impressions by far, as the graph below indicates. But Lyrica, Budweiser, Amazon Echo and IBM got the most attention from World Series viewers across all spots.

Individual creative spots from Gatorade, Major League Baseball and Warner Bros. (among others) also grabbed attention from viewers over the course of the two games.