Back to Case Studies

Use Canvs to Power reporting 
for major sporting events

Turner Sports sought to highlight emotional conversation to the 2015 NBA All-Star Game and All-Star Saturday Night, its prime events of the All-Star Weekend. Leveraging Canvs to shine light on the nuanced emotional moments that occurred during the events, Turner Sports gained a deeper understanding of how the players, brands, and celebrities partaking in the events fared with the Twitter audience.


Key findings AT A GLANCE

Basketball Icon

Russell Westbrook, Stephen Curry, and LeBron James were the most reacted-to players of the All-Star Game.

Master Web Artboard-34.png

Sprite, State Farm, and Foot Locker were the most frequently discussed brands at the All-Star Saturday Night.

Star Icon

Celebrities Beyoncé, Ariana Grande, and Nicki Minaj drove trending moments of the All-Star weekend.


Introduction-Icon

INTRODUCTION

There’s no doubt that TV viewership is traditionally high for large sporting events. This is why it’s extremely valuable to analyze these sports tentpoles in order to determine which emotions resonate with audiences as it relates to specific players, teams, and brands. Networks can leverage Canvs insights to better inform marketing and research initiatives.


Objectives Icon

Objectives

  • Determine which players, brands, and celebrities received the greatest volume of emotional Reactions on Twitter.

  • Identify and unlock emotional conversation highlights surrounding the biggest moments of the All-Star Weekend.
Methodology-Icon

Methodology

  • Evaluate All-Star Game and All-Star Saturday Night players based on volume of Reactions.

  • Provided further analysis to the most interesting performers.

  • Replicate the process for brands during All-Star Saturday Night.

  • Replicate the process for non-basketball-related moments that occurred during these two events.

Key Findings Icon

KEY FINDINGS

All-Star Game Player Highlights

 

Most frequently discussed players:

Most frequently discussed key player moments:

Russell Westbrook

3,515 ridiculous Reactions between 10:25 and 10:30PM were about Westbrook’s alley-oop.

2,302 congrats Reactions occurred between 11:15 and 11:20PM after Westbrook won the MVP.


Stephen Curry

1,576 ridiculous Reactions from 10:20 and 10:25PM were about Curry’s incredible drive.


James Harden

947 crazy Reactions between 11:10 and 11:15PM were driven by a Skip Bayless Tweet.

 

 

All-Star Saturday Night Player Highlights

Most frequently discussed players:

Most frequently discussed key moments:

Zach LaVine

7,448 mindblown Reactions between 10:45 and 10:50PM discussed LaVine’s dunk.
 

Victor Oladipo

1,297 crazy Reactions between 10:25 and 10:30PM were driven by Oladipo’s dunk.
 

Final Three of Three-Point Contest

2,743 good Reactions between 9:50 and 10:00PM discussed the dramatic ending.

 

 

All-Star Saturday Night Brand Highlights

Most frequently discussed brands:

Most frequently discussed brand-related key moments:

Sprite

1% of Reactions about the Super Bowl Halftime Show mentioned Pepsi.

4% of Reactions during All-Star Saturday mentioned Sprite.

1,600 mind blown Reactions mentioning Sprite between 11:00 and 11:05PM were driven by LaVine.
 

State Farm

5,246 mind blown Reactions between 10:45 and 10:50PM were driven by Oladipo’s dunk.


Footlocker

2,933 Reactions throughout the night mentioned Foot Locker, 34% of which expressed good.

 

 

All-Star Weekend Celebrity and Entertainment Highlights

All-Star Game

Beyoncé impressed with Lebron: 1,355 Reactions during the night mentioned both LeBron James and Beyoncé.

Ariana Grande and Nicki Minaj adored: 14,380 Reactions mentioned Ariana Grande, 86% of which expressed love;
and 7,823 Reactions mentioned Nicki Minaj, 94% of which expressed love.
 

All-Star Saturday Night

Dunk contest judges struggled with tablets: 987 Reactions mentioned “tablet” or “iPad,”
29% of which expressed
hate and 19% expressed funny.

 

 

 


INCORPORATE THESE KINDS OF INSIGHTS INTO YOUR DAY-TO-DAY.

Reach out now.

Name *
Name
Phone
Phone