Reaching Football Fans as Easy as Looking At the Second Option

The NFLamp8217s 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 gameAnd thatamp8217s just the NFL College football with its multiple packages massive realignments and leaguespecific networks makes the professional league complexity seem like a simple dive rightIf 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 thatamp8217s not possible for all companiesAnd thereamp8217s 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 mediaFortunately thereamp8217s 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 thereamp8217s 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 buyHereamp8217s where you should look to allocate your moneyTossing a lateral CTVJust like broadcast but more measurable and customizable The average Thursday Night Amazon game averaged 1186 million viewers last year Itamp8217s hard to compare to specific broadcast games as they differ regionally but thatamp8217s a sizable audience for games that usually arenamp8217t 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 opportunitiesCalling audibles Athlete PodcastsHow 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 brothersamp8217 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 hostread ads and source programmatic inventory that allows you to hit multiple sports shows at onceRed zone offense Influencer networks and YouTube channelsLike in other sports and industries there are football influencers who get invited to film behindthescenes 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 notinsignificant audience that only experiences football through highlightsSecond effort Local mediaFlea flicker Mobile sports app sponsorshipFans will want to check outoftown 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 footballobsessed 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 wellScreen pass Invenue streamingFinding the right locations for invenue TV streaming is an incredibly underrated and highvalue way to reach this audience Inbar 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 roomTwominute drill DigitaloutofHomeBeyond invenue streaming thereamp8217s also many digital outofhome 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 timesQB sneak Fantasy and gambling contentThere is a whole universe of football fans who also enjoy playing fantasy football andor taking part in legalized gambling For the right sort of brand this is a fertile opportunity to reach highincome young audiences and provide messages that appeal to themAs 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 spendPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Reaching Football Fans as Easy as Looking At the Second Option

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Angelina Marmorato

Jim Lecinski | Clinical Marketing Professor | The Insomnia Cookies Case - The GOST Model Taught at Northwestern - By Mike Linton

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