The NFL commands unmatched reach for broadcast–with nearly 24% of Big 4 TV networks’ household TV ad impressions attributable to live games last season. But advertisers and networks aren’t just turning to the NFL for eyeballs. They’re leveraging those large audiences at scale, to help drive more business outcomes.
iSpot’s new report, The Unified NFL TV & Video Ad Playbook, breaks down how major networks leaned on live NFL action to score significant outcomes for brands in Q4 last year, across a variety of industries.
For food delivery brands, driving an average seven-day brand lift near 30%–at the audience scale the NFL provides–can equal a huge increase in sales conversions. Understanding data like this also allows networks to better sell the value of NFL ad inventory to industries with an immediate response component, like food delivery. And it also helps these brands in CPG, alcohol and QSR (among other categories) buy smarter, in ways that drive near-term outcomes.
To that point, chip brands were a specific sub-industry that leveraged the NFL to the fullest last season.
Of the converted households for chip ads during NFL games last season, our data highlights that 54% made a purchase within one day of viewing. Additionally, 50% of converted households purchased after 27 or fewer exposures; indicating opportunity to continue targeting potential chip buyers on non-game days, during less premium programs (which could save these brands money in the long run).
Looking to tweak your own advertising playbook during this NFL season? Download The Unified NFL TV & Video Ad Playbook today, and get in touch to see how iSpot can help you fight fragmentation and find the NFL ad clarity your team needs.