Burst Insights have reviewed every advert before, during and after all 12 games broadcasted live on ITV during the first two rounds of group game matches at Euro 2016. Their analysis spanned 597 adverts and 118 social media accounts, and here’s what they found:

The majority of TV ads lack relevancy, with two thirds of adverts including no reference to football at all:

Obviously, football fans are influenced by other necessities in life, but analysis has proven that the most successful social strategies achieve higher engagement through tapping into the mindset of the consumer in the moment.

With the global audiences of the European Championship and World Cup only available every two years, Burst Insights concluded that the majority of brands are missing an open goal. They are failing to tap into the emotion and mindset of the football fans they are trying to influence.

The brands that do strike are the ones which focus on a reactive, match-day marketing approach, which puts them front and centre when fans switch to their second screen.

Adidas are a perfect example. The German brand is an official sponsor of the tournament, and has chosen to focus on reactive content creation for social media over standard TV idents.

Legends are watching. Legends are judging.
Renato Sanches: First goal for his country. ????????#ACE16 #FirstNeverFollowshttps://t.co/xrvD1Z151R

— adidasfootball (@adidasfootball) June 30, 2016

Burst Insights found that the majority of brands who are comfortable creating 30 second TV ads, are not creating this kind of unique content for social media.  There is a clear divide between those sticking with traditional marketing, and those experimenting and adapting.

Read Burst Insights’ co-founder Simon Bibby’s full analysis here.