MAM
Sponsors for Oscar Awards see increase in site traffic
CALIFORNIA: It may have been the least watched Oscar telecast ever in the US but a study shows that TV and Internet advertisers have reason to celebrate.
Feedback Research, a division of The Gator Corporation a behavioural marketing company, conducted an independent analysis. A press release from the company says that its analysis has shown that Diet Pepsi’s online sponsorship of the top Oscar related Web site Yahoo! Movies Academy Awards site – http://www.movies.yahoo.com – generated significant increases in its brand awareness.
In addition, many Academy Awards television advertisers in the US, including Cadillac, Pepsi and Charles Schwab, generated a spike in online traffic to their sites on Sunday evening.
Of Gator’s 35 million active users, approximately 650,000 viewed the Yahoo! Movies Oscar Web site in the week leading up to the show. Feedback Research measured user response to the Diet Pepsi sponsorship and conducted a survey with a sample of 375 users who had recently viewed the site.
A second Feedback Research survey was conducted among 60,000 users during the Academy Awards. Finally, Feedback Research assessed online traffic to Web sites of companies who ran television ads during the show. The results indicate the following:
– The line separating the use of television and Internet is blurring. 20 per cent of Internet users were online at the same time they watched the Academy Awards.
– There was a 20 per cent recall of the Diet Pepsi sponsorship of the Take Home A Theater sweepstakes on the Yahoo movies site. For every person clicking on the Diet Pepsi ad, three people navigated to the Diet Pepsi sweepstakes page on their own.
– TV ads pull viewers to the web. Cadillac, Pepsi, and Charles Schwab were major advertisers during the Academy Awards. The TVCs run by them generated a significant spike in traffic to their Web sites during that time period. For Cadillac it was an increase of 75 per cent, for Pepsi 61 per cent and for Charles Schwab 14 per cent.
The news gets better. Between 78 – 98 per cent of the traffic to each of these sites was from consumers who had not viewed these sites in the past three weeks.
As reported earlier this week by indiantelevision.com, the news for ABC did not make for happy reading. The broadcasters three-and-a-half hour live broadcast of the ceremony, garnered a household rating of 20.4, the lowest level going back to the very first televised Oscar show in 1953.
Feedback Research offers a breakthrough way to communicate one-to-one with over 30 million consumers while they surf the Web. Its technology makes it possible for advertisers to gather data from consumers based on their actual online behaviour, says a release.The Gator Corporation works with software developers to create ad-supported software.
MAM
Budweiser launches ‘Let It Pour’ platform for FIFA World Cup 2026
Campaign spans 40 plus markets with fan events, merchandise and global film.
MUMBAI: When the whistle blows, Budweiser wants the celebrations to flow just as freely. The beer brand has unveiled ‘Let It Pour’, its global football platform for the FIFA World Cup 2026, kicking off a four-year build-up with a campaign designed to turn fandom into a shared, full-throttle experience. Rolling out across more than 40 countries, including India, the initiative blends on-ground activations, merchandise and a star-led global film to capture the emotional surge of the sport’s biggest stage.
At the centre of the campaign are football heavyweights Erling Haaland and Jürgen Klopp, who front the messaging around passion, performance and collective celebration. For Haaland, set to make his FIFA World Cup debut in 2026, the platform mirrors the intensity of a moment he has long worked towards, while Klopp lends his signature energy to amplify the spirit of fans coming together.
The campaign’s global film leans into that shared emotion where matches spill beyond stadiums into homes, bars and city streets over the tournament’s 39-day run. Set to Joe Cocker’s Feelin’ Alright, it captures how football blurs boundaries, turning strangers into teammates and moments into memories.
Beyond storytelling, Budweiser is building a broader ecosystem around the campaign. The Bud Fan Store will offer exclusive tournament-inspired merchandise, from football kits to branded apparel, while Bud FC developed with Wink will host experiential fan events across select markets, recreating stadium-like energy in festival settings.
India forms a key part of this push. With football fandom on the rise, particularly among younger audiences, Budweiser 0.0 is positioned to anchor local activations, bringing fans closer to the global spectacle through community-led experiences.
The move reinforces Budweiser’s four-decade association with the FIFA World Cup, but also signals an evolution in approach. Instead of simply sponsoring the game, the brand is leaning into culture creating multiple touchpoints where fans can participate, not just watch.
In a tournament where every goal sparks a reaction, Budweiser is betting that the real win lies in how loudly and how collectively that reaction pours out.
