Reaching Football Fans as Easy as Looking At the Second Option
Are you ready for some football? Well, that depends on which streaming platforms you have and whether you have a good handle on which games are on which platform.
The NFL’s latest broadcast rights deal still, of course, involves linear, but also includes ESPN, Amazon, Peacock and, for the first time, Netflix. If you are a football completist, you need subscriptions to multiple streaming platforms, in addition to potentially signing up for DirecTV or YouTube TV to get access to every game.
And that’s just the NFL. College football, with its multiple packages, massive realignments, and league-specific networks makes the professional league complexity seem like a simple dive right.
If consumers are confused, think about how advertisers are navigating this landscape. They are responsible for allocating spend efficiently to reach the largest target audience and capturing their attention. While big budget advertisers will undoubtedly focus on frequency runs on the big broadcasts, that’s not possible for all companies.
And there’s an argument to be made that spending money on broadcast spots may not be the best investment. A PWC study found that only 18% of younger fans watch an entire game at home, and only 1% do nothing while watching (as opposed to using a second screen like their mobile phone for social media).
Fortunately, there’s a playbook for garnering the attention of this highly desired audience not just on game days, but also throughout the week. And best of all, there’s such an abundance of opportunities in the extended football universe that advertisers of all sizes will have multiple options in front of them. As long as brands produce the right creative that are relevant to fans of the overall sports and individual teams, they can activate fans for less spend than the big broadcast buy.
Here’s where you should look to allocate your money
Tossing a lateral -CTV:
Just like broadcast, but more measurable and customizable. The average Thursday Night Amazon game averaged 11.86 million viewers last year. It’s hard to compare to specific broadcast games as they differ regionally, but that’s a sizable audience for games that usually aren’t the most exciting. Plus, Amazon offers robust data that can help inform existing and future campaigns, making it a highly desirable platform. Throw in Netflix and Peacock, and you have some great opportunities.
Calling audibles - Athlete Podcasts:
How to reach an audience that is interested in both the nuances of NFL matchups and the comings and goings of the biggest pop star in the world? The Kelce brothers’ New Heights have you covered. How about the greatest quarterback of all time chatting with one of the best wide receivers of the 21st century and a reputable broadcaster? The popularity of these podcasts demonstrates that fans obsessively think about football throughout the week. For the best scale, skip over host-read ads and source programmatic inventory that allows you to hit multiple sports shows at once.
Red zone offense -Influencer networks and YouTube channels:
Like in other sports and industries, there are football influencers who get invited to film behind-the-scenes content and share their football experiences. Influencers like Annie Agar, former NFL punter Pat McAfeee, Madden streamers, and others offer an opportunity to reach the most passionate fans in moments of levity. Advertising here can also reach the not-insignificant audience that only experiences football through highlights.
Second effort - Local media:
Flea flicker - Mobile sports app sponsorship:
Fans will want to check out-of-town scores or keep up on injury reports during the week. Sponsoring or advertising on the key sports apps are a great way to reach the football-obsessed audience on the go. Targeting specific app bundle IDs on programmatic can help accomplish this. These apps often have video content to advertise around as well.
Screen pass - In-venue streaming:
Finding the right locations for in-venue TV streaming is an incredibly underrated and high-value way to reach this audience. In-bar TVs before games in NFL cities provide a huge opportunity to capture audiences likely attending the upcoming game and already in the consumption mindset. Many fans even watch entire games at their local bar or restaurant with fellow fans. Advertising on the screens in these establishments gets you live sports fans for a better price than TVs in the living room.
Two-minute drill - Digital-out-of-Home:
Beyond in-venue streaming, there’s also many digital out-of-home opportunities to reach football fans, including digital signage at or near the event and on the commute to the stadium. This is a great opportunity to minimize spend to only the most opportune days and times.
QB sneak - Fantasy and gambling content:
There is a whole universe of football fans who also enjoy playing fantasy football and/or taking part in legalized gambling. For the right sort of brand, this is a fertile opportunity to reach high-income, young audiences and provide messages that appeal to them.
As advertisers gear up for the football season, they should explore all of their options to find the right fit for their audiences and their products. The types of fans are expanding (NFL fans, fans of one team, those who follow football for fantasy purposes, those who only want highlights), as are the ways to reach them. Mapping out a smart targeting strategy is the best way to maximize spend.
Posted at MediaVillage through the Thought Leadership self-publishing platform.
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The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.org/MyersBizNet.
Angelina Marmorato
Angelina Marmorato is currently the Associate Vice President of Sales and Partnerships for North America at Lemma, where she brings over 14 years of expertise in online advertising and strategic management. She has built a career focused on programmatic ad…
