For the last 75 years, since the first televised game of football in 1939, the largest brands in the US have embraced TV to reach the broad audiences of football fans. And, in turn, this advertising investment has helped power the NFL into first place in US sports among adults. TV and football have been best friends for a long time and it’s been a win for everyone.
Fast forward to last year when Manish Jha, the NFL’s (now former) general manager of mobile-media initiatives declared that TV is no longer tops for reaching hardcore football fans. It’s now the “second screen”. While fantasy players are known to live online as they draft players, make trades, and pour over stats, regular NFL fans are now engaging more on smartphones and tablets. (Click to Tweet!) They can get up-to-the-minute stats, chat on social media or consume expert commentary in real time on their tablet or smartphone. In fact, the first NFL game of the year (when the Seattle Seahawks beat the Green Bay Packers) saw almost a million tweets which were seen by more than eight million fans, according to the Wall Street Journal. Those numbers are very interesting to marketers looking to reach the large NFL fan base.
So, life has changed for media planners – we now have to find and engage this new breed of football fan online across all devices and websites.
The great news is that programmatic marketing allows you not just to reach fans on all devices, but to reach them in much more finely-tuned, personalized way than was ever possible with one-size-fits-all TV. You are now able to understand and engage fans with unprecedented insight. For example –
- Are they in market for a car or a new smartphone?
- Snowing or sunny outside, Rural or city dwellers?
- Male or female, millennial or boomer?
- Gadget-fanatic dads or trendy, soccer moms?
Check out our new infographic and learn how you can connect with football fans in unprecedented ways.