Super Bowl Sunday is the biggest event of the year. For many in this country, which has quite the love-affair with (our version of) football, it’s simple excitement over what should hopefully be an entertaining game — to see if Peyton can win his second ring or if the Seahawks can finally bring the city of Seattle a championship.
For others, though, it’s the one time of year when we actually look forward to watching ads. “The Super Bowl is the one time of the year where every advertiser competes on content; creating ads that people seek out and not avoid,” says George Hammer, VP, group director, and the NYC lead for social, content, and strategy at DigitasLBi.
However, for a long time, even as the web has opened more opportunities for advertisers to reach consumers with engaging video content, much of what we watch online in terms of ad content has been repackaged from television. “The medium and unit delivered is still in the form of 30-second and 60-second clips,” says Hammer. This is even more apparent when we look at the group of ads created exclusively for the Super Bowl. It’s the biggest television event of the year, so it shouldn’t be surprising that ads created for the event are produced with that medium top-of-mind.
But for online video creators, there is good news. “This year, we intend to see advertisers take advantage of a new way into fans hearts — YouTube stars and their passionate following,” says Hammer. As Super Bowl advertising costs continue to rise ($4 million for a 30-second spot this year), brands will look for other, cheaper ways to jump into the Super Bowl conversation.
And as we’ve demonstrated before, what better way to get in front of what people are consuming online, than by working with creators and content providers on the world’s biggest platform for video consumption? “‘Sports’ is a fast-emerging sector on YouTube as fans seek out more content on demand and everywhere,” says Hammer. So without further ado, we will dive deeper into the sports category, and in honor of Super Bowl Sunday list the top five emerging football channels on YouTube*.
Though, we should be fair. Seeing as how much this country loves football, if you’re an agency or a brand, this list should matter to you long after the lights have gone out tonight at MetLife Stadium.
- SlateScore: 416
- Subs: 11,260
- Monthly Views: 101,850
You might think this is a channel only for Minnesota Vikings fan, but you’d be wrong. A quick glimpse shows you some of the coolest videos to come out of the NFL in the past year or so. If you love watching football, this channel is a must. If you want to reach football-loving fans, this channel scores 9.0/10 in terms of influence, as measured by OpenSlate.
- SlateScore: 426
- Subs: 8,002
- Monthly Views: 26,610
The beauty of YouTube is that brands can also be content creators on the platform. In fact, ask any forward-thinking ad exec, and you’d hear that brands should be creators on YouTube. And as evidenced by Adidas’ placement on this list, the clothing and apparel brand is taking this to heart. Yes, the channel features a lot of repackaged ad content that originally aired on television. But it also features a variety of videos that could never work as an “ad” on TV. Here’s to hoping there’s more of that from Adidas in the future.
- SlateScore: 454
- Subs: 14,362
- Monthly Views: 335,430
The SEC is the biggest name in college football (sorry, every other conference, but this is true). So it shouldn’t come as a surprise that the conference’s official YouTube is rising up the charts. From game highlights, to press conferences, to other types of exclusive content unavailable on other platforms and channels, the SEC Digital Network’s YouTube channel has it all. And with an influence rating of 8.8/10 and an engagement rating of 7.6/10, it’s been doing well with its rabid fanbase.
- SlateScore: 547
- Subs: 97,593
- Monthly Views: 3,839,790
The biggest name in news on YouTube is arguably the The Young Turks, a group devoted to presenting the news as it should be — with facts. This translates well to TYT’s sports channel, which does something many TV sports networks don’t, cover all sports, not just the ones that people are obsessed with in this country. That said, today is devoted to football, and TYTSports does a pretty terrific job of covering the NFL with their trademark style. In fact, to be as current as possible, take a look at the video below, which features SodaStream’s banned Super Bowl ad starring Scarlett Johansson, and a discussion on why it was banned (hint: it’s corporations, not people).
- SlateScore: 574
- Subs: 82,887
- Monthly Views: 1,615,190
If you consider the type of content MrGoldenSports puts out, it will become very obvious why it tops this list. The channel is perfect for two very large and obsessive audiences on YouTube — sports fans and gamers. If you ever feel the need to watch “Let’s Play” videos of Madden NFL Football and NCAA Football, this is your channel. MrGoldenSports is engaging (7.8/10), consistent (8.0/10), and maybe most importantly for brands, influential (8.2/10).
* Emerging channels data comes from the Emerging Tracker Tool from OpenSlate, a YouTube analytics platform created by Outrigger Media. The data is provided to VideoInk by Outrigger and DigitasLBi, and is up-to-date as of January 24, 2014.