Football is one of the first sports to signal the onset of fall. When we think about football, there are two distinct kinds. Both are similar and, simultaneously, different, particularly in terms of audience viewership and advertising trends. Yes, we are talking about the NFL and College Football.
We analyzed our ACR viewership data from the Fall 2021 Football regular season and found that 72% of LG Ad Solutions households watch the NFL, while 48% of households watch College Football. Additionally, almost all College Football viewers also watch the NFL, but only about half of NFL viewers watch College Football. Therefore, while you can reach most College Football viewers by advertising during NFL games, you cannot expect the same the other way around. As the LG Ad Solutions slogan goes, ‘Buy the audience, not the assumption’…
When looking at who these Football viewers are, we found that a large portion of NFL and College Football audiences within LG Ad Solutions households skew older and more affluent. This makes NFL and College Football viewers a great audience target for brands catering to high-income and high-purchasing power households.
Which brands double down during Football season?
Life & Entertainment and Government & Nonprofits are top advertiser categories for the NFL, while Food & Beverage and Electronics & Communication are the main categories to advertise during College Football. Insurance (Auto, Health, Life & Supplementary) and Vehicles & Parts are top categories for both.
•(excluding NFL and NFL Network)
Create Your Own End Zone
Advertising in football games can get very expensive, very quickly. To avoid paying these high fees, you can create your own end zone within the advertising world to score big at lower cost. Marketers can find the same football audiences across other genres, shows and networks. Using our ACR data, we can analyze behavioral signals from TV viewers across LG Ad Solutions households, understand where relevant audiences are present and ensure they see your ad. Additionally, ACR technology helps you find out which brands advertise on TV and where, giving you vital information to steal share of voice from your competition.
This is just the tip of the iceberg to targeting with LG Ad Solutions. When brands combine our granular audience data with our unique, interactive ad units, they come face-to-face (or face-to-screen) with engaged viewers and measurable business outcomes. To learn more, contact us at firstname.lastname@example.org or on our contact page.
Note: All analyses carried out are based on national ad airings only