NFL viewers are the largest audience on TV. But those fans also aren’t a monolith. And brands of all shapes and sizes want to deliver targeted ads to them during the offseason, even when football isn’t on anymore.
Inside of iSpot’s new report, The Unified NFL TV & Video Ad Playbook, advertisers can get a roadmap to where to find NFL audiences without football—and for cheaper—when live games aren’t happening.
Below is our advanced audiences ranking of the top programs by NFL viewer overlap.
Importantly, even in the offseason, it’s news programming that NFL audiences are watching en masse. And at significant overlap with more expensive football games. Broadcast programming like ABC World News Tonight With David Muir, 60 Minutes, CBS Evening News and NBC Nightly News With Lester Holt all saw overlap above 60% with avid NFL viewers. Law & Order: Special Victims Unit—widely syndicated during the offseason—offers overlap of 53.47%.
Programs like these aren’t just offering high overlap, either. They’re also some of the biggest shows by reach as well.
During the timeframe in question (the day after the Super Bowl through the day before the start of preseason), nearly all delivered over 5 billion household TV ad impressions. SVU alone accounted for more than 34 billion across four different networks.
Other syndicated shows like Big Bang Theory (33.7% overlap) and Diners, Drive-Ins and Dives (33.6% overlap) also delivered a significant portion of the NFL audience with commensurately high reach. Brands can better understand how to optimize annual TV advertising budgets by using iSpot data like this—and more.
Add a new page to your advertising playbook this season. Download The Unified NFL TV & Video Ad Playbook today, and reach out for a demo to see how iSpot can help better assess your own creative, audience and outcomes during NFL games and beyond.