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Who Will Be Crowned the TD Ameritrade Ad Champion?

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February 1, 2017
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There’s a lot to be excited about for the upcoming big game! Not only for the two best teams in football battling it out, but also for the show-stopping half-time performances and, of course, the delicious snacks.  And don’t forget about the commercials that help keep even the non-sports fans tuned in. Companies spend millions of dollars for air time in hopes to attract business from more than 100 million viewers. So, not only is it the biggest night in football, but also in advertising. And on top of all this excitement, there’s one more thing to look forward to: The TD Ameritrade Ad Challenge.

Throughout the big game, we’re going to be using technology from Social Sentiment, a one of a kind resource available to TD Ameritrade clients. It analyzes social media sentiment and volume from social media activity, to determine which publicly-traded companies get the most positive buzz about their ads. It can be hard to quantify the success of a company’s new products, services and marketing and, as investors, it’s important to know if a company is effectively using its resources and how consumers are responding.

"Just as our clients use Social Sentiment to get a feel for whether consumers are favoring the products that a brand produces, we can use the same capability to gauge consumer reaction to TV commercials," said Nicole Sherrod, Managing Director of Trading, TD Ameritrade.

Make sure to follow Steve Quirk, EVP, Trading, Nicole Sherrod, Managing Director, Trading, @TDAmeritrade, and @thinkorswim so you don’t miss out on the action. They will be live tweeting updates throughout the game so you can keep tabs on who will be the winner of the first annual TD Ameritrade Ad Challenge.

Power Up Your Trading With Social Sentiment

Social Sentiment on the TD Ameritrade thinkorswim® platform captures every positive, negative and neutral mention about a company, and its products, to give you an instant read on consumer sentiment. It’s powered by LikeFolio, which aggregates conversations within users’ social networks and tracks status updates, "likes," and check-ins against a proprietary database filled with keywords and phrases linked to publicly traded companies. You can even filter mentions that are related to any given division of the company. For example, if a Park & Resort company also makes movies, you can see all of the mentions that are related to just the movies.

LikeFolio was one of the early companies to analyze social media data and try to discern trends that could help investors. It’s used by Georgetown University’s McDonough School of Business, hedge funds, venture capital firms, and other companies to complement their other research. In the past, LikeFolio has used its social media analytics, combined with extensive research, to try to predict future trends in companies.

We asked LikeFolio co-founder Landon Swan how he might view the data from the TD Ameritrade Ad Challenge:

"Watching the spike that occurs during the game will be fun," Swan said. "But continuing to monitor sentiment after the game and how it changes over time, can be where you identify shifting consumer sentiment towards a brand."

Tracking social media sentiment and volume of brand mentions can help investors discern potential trends, as well as offer clues into a company’s sales distribution. If you think you may have identified a potential trend, it may be a good idea to look at the data over a longer period of time. That’s where Social Sentiment can help. It allows you to see if the mentions about a given company are trending more negatively or more positively over time, providing traders one last gut check before hitting buy or sell.