Despite the recent exodus of many television viewers from broadcast TV, on Sunday, February 4th it’ll be hard to come by someone who doesn’t plan to tune in to Super Bowl LII on NBC at 6:30pm EST. Whether you’re a religious football follower or a fairweather fan, a cable subscriber or a cord-cutter, you’ll probably check in to make sure that your preferred team stays ahead or to catch a glimpse of some of the most engaging commercials of the year. Reigning in an average of 111.3 million viewers last year, Super Bowl LI was the fifth most-watched tv broadcast in history.
However, it’s not just on game day and during TV ad time that advertisers can cash in on the Super Bowl fanfare. As the AFC & NFC Championship games on Sunday approach and fans firm up their plans for the big game, digital media buyers have a phenomenal opportunity to tap into this audience through tactfully planned campaigns with both incredible reach and precision. In this first segment of #DigilantData’s 2018 Super Bowl Infographic, we’ve laid out who your digital media campaigns should reach and what these consumers are looking to purchase.
One of the first things to note when planning your digital media buying for these weeks leading up to the Super Bowl is the increasing diversity in demographics that the event attracts. According to Reuters, female viewership increased 26% from 2009 to 2013 and last year 45% of the audience were women. There’s also a growing number of younger fans that are beginning to watch and host gatherings. In 2015, 69% of NFL fans were millennials and 26% of millennial Super Bowl viewers declared that they solely watch to see the ads. It’s important that digital advertisers reflect these broadening demographics and the diversity of the audience in their creative and strategy.
For marketers that want to score a touchdown and get the biggest return for their digital advertising dollars before football season comes to a close, they need to get smarter by diving into the data. Digilant is here to help. This post is the first in a two part series of infographics that reveal everything you need to know about Super Bowl viewers and consumers.
Our first infographic covers the following information:
- Who are the customers?
- 74% male
- 69% female
- What are they shopping for?
- 79.5% food & beverage
- 10.7% team apparel & accessories
- 7.7%% TV
- 7.7% decorations
- 3.3% furniture
- When do they shop?
- Last minute, with the exception of beer
- Friday & Saturday: apparel, decorations, furniture, & TV’s
- Sunday: food & beverages