The Grand National is the must-see UK horseracing event of the year. The race has been broadcast on free-to-air TV since 1960. It was then shown exclusively by the BBC until 2012. This year, the event was shown live on ITV for the first time.
To understand how the Grand National unfolded for sponsors we monitored the top brands associated with the horserace across TV and social media.
We identified the top TV advertisers utilizing Teletrax™, our global TV monitoring technology, to understand which brands were most active during the race on the 8th of April.
- Virgin Media aired the most TV ad time with 2.5 minutes
- Racing Post had the highest number of TV ads
The Grand National is a key event for betting companies. Surrounding the event, Paddy Power was the biggest bet. The Irish company achieved 59,527 engagements on the days of the races. Coral and SkyBet rounded out the top 3 with 18,733 and 16,840 engagements respectively.
The Grand National official partners also generated strong responses on social media from their sponsorships.
- Mirror took the top spot in term of social engagements with 233,675
- Guinness achieved the highest sentiment result at 87% positive sentiment
The 4C Insights Affinity Graph™ delivers a full picture of how people interact with media, technology, and each other by mapping millions of TV households and thousands of brands to billions of social media users. Harnessing these outputs enables brands to discover relevant partnership opportunities and gain intelligence for shaping marketing strategy.
We found it’s not only betting companies that have a strong affinity with the Grand National. It turns out, people who engage with Yorkshire Tea also have a strong interest in the horse racing.
Vieux Lion Rouge was widely regarded as the bookies’ favourites. Before the event we analysed social data and three of the horses generating the most social noise eventually took first, second and fourth place.
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