Press Release: Daytona 500 Social Media Coverage

Morning News: We’ve completed our initial EVsdrop run of the Daytona 500. You can see full results here: http://bit.ly/1FOSazL and read our press release below.

Performance Research utilized its groundbreaking social media listening and analysis platform EVsdrop, which uses geolocation technology to analyze the social buzz generated by event attendees, to analyze the social media conversation at the Daytona 500.

Results show that of the total posts captured, 9% were related to sponsors — a figure that is more than double what we have found at other sporting events that we have analyzed.

Other than event title sponsors of the week (Budweiser, Xfinity and Sprint) Ford had the greatest share of voice, generating 12% of all sponsor-related mentions.

The release details our findings and includes additional information related to methodology, post frequency, platform use, and top used by event attendees.

We’re looking forward to sharing deeper insights in the coming days about sponsor sentiment, activation mentions and opportunities for future sponsors (along with race-related insights like driver mentions and sentiment). From our initial data run, though, we noticed a lot of posts about the unrelenting sun at the racetrack. We think Daytona might #NeedASunscreenSponsor!

For additional information about this EVsdrop study or access to our unique stream of data, please reach out to Julia Burke by email (evsdrop@performanceresearch.com) or phone (401-848-0111).

NOTE: EVsdrop is unique from other social media monitoring platforms in that it captures posts based on geolocation rather than keywords or hashtags — the data used to analyze the event originated from attendees within the confines of the Daytona International Speedway.

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