There’s never been a better time to advertise during sports.
Sports are one of Americans’ favorite ways to be entertained. But they’re more than entertainment. Nelson Mandela said, “Sport has the power to change the world. It has the power to unite people in a way that little else does … Sport can create hope where once there was only despair.”[1]
Sports bring people together.
Right now, we need that kind of hope and unity like never before. But this year has changed what it means to bring people together. Offices, stores, and restaurants have had to adapt to new restrictions and regulations for in-person social interactions. Sports have adapted, too. Instead of filling stadiums, fans are watching from the safety of their homes. And according to the numbers, they’re watching as faithfully as ever.
As sports return, 88% of avid fans said they plan to watch as much as possible.[2] Overall, consumers are watching 63% more TV than they were before the pandemic began.[3] And 99% of fans watch sports live or within the same day, meaning that sports coverage is virtually DVR-proof.[4]
For business owners, this adds up to a compelling opportunity. Customers will be engaged and excited as they tune in for sports events and coverage. That makes this an ideal time to start a multiscreen TV advertising campaign.
Here are five advertising tips for reaching your audience in live sports from the marketing experts at Spectrum Reach:
- Focus on TV. Nothing works better to build your brand than a multiscreen campaign anchored in TV. Audiences spend more time with video than all other content combined, viewing 92% of video content on a TV.[5] And 96% of all sports programming is on cable, making it the best place to reach sports fans.[6]
- Make it multiscreen. TV is no longer just a device. These days, it’s important to advertise across all screens. Last year alone, live sports viewing on digital platforms grew 14%.[7] And brands using a multiscreen TV solution saw a 206% increase in online visits and 177% more social actions.[8]
- Be visible across several sports. Up your exposure by targeting viewers of baseball, golf, and NASCAR — or any other sports you choose. Plus, 88% of fans follow more than one sport, so it’s likely you’ll increase your impact with multiple impressions.[9]
- Stay sensitive. It’s been a difficult year for everyone. While you join in the positive spirit associated with the return of sports, remember to remain sensitive to the current social climate. Now might be a good time to show how your business is supporting your community amidst this year’s challenges.
- See the impact. Don’t forget to track how your advertising is performing for your business. Get the most from your advertising investment by making sure your advertising platform provides 24/7 access to detailed reporting.
Grow your business with the best content, insights, products, and people at Spectrum Reach. Get in the game and start advertising on TV’s most exciting sports content. Learn more.
CONTACT:
Nicole Schmies
Field Marketing Specialist
(608) 826-1360
[1] https://www.nytimes.com/2013/06/12/sports/soccer/12iht-soccer12.html
[2] ESPN Coronavirus Lockdown Fan Study, 5/4/20.
[3] Kantar Media. “COVID-19 Barometer.” March 2020.
[4] Nielsen NPower R&F Program Report, Total Day, P2+ & P18-34, ad-supported cable TV + broadcast TV, based on calendar year; excludes RSNs and local broadcast. Sports-related programming includes live sports, sports news, sports commentary, etc. Note: 93% viewed live, 6% viewed live+sd, 1% viewed live+7.
[5] Nielsen Q418 Total Audience Report
[6] VAB, “No Days Off”.
[7] eMarketer, “In the US, People are Switching to Digital for Live Sports Viewing,” 5/1/20.
[8] VAB: Digital actions based on VAB analysis of iSpot.tv data and reflects TV commercial-related searches (Google, Bing, Yahoo!), social actions (posts, likes, shares and comments related to TV ads on Facebook, Twitter, YouTube, iSpot.tv) and earned, not promoted, online video views of TV ads (YouTube, iSpot.tv). Digital actions are correlated to TV ad airing data.
[9] #SCORE Sports Fan Behavior Study; Center for the Digital Future at Annenberg/The Post Game.
