Football Goes Digital

There are so many things to love about the Fall
The weather starts to cool off, parents are happy that kids are back in school and the fact the Holidays aren’t too far off are just a few. But one of the things that people are really look forward to is football. This past weekend, college football kicked off and tonight the NFL tees it up for the 2012/2013 season. Digital engagement has made life great for the arm-chair quarterback, fantasy leaguer and casual fans. A new research study has come out that shows just what effect mobile and social has with fans.

• 55% of US consumers follow football via social media

• There are 35 million fantasy football players across the country

• Nearly two-thirds of fans who view
sports on mobile devices watch
professional football

• There are nearly 300 different football themed mobile apps available

• By 2015, it is estimated that the mobile advertising spend will hit nearly
$21 billion

• There is no off-season for fans. From the after the Super Bowl till the first pre-season game, football was mentioned nearly 7 million times in blogs, forums and twitter feeds

What Does This Mean To You?

While the NFL and college teams are very protective of their brands, there are certainly ways to leverage football fans. You can have spirit and photo contests with your social media offerings. Tailgating is a time-honored tradition; you can create a tailgating prize pack to drive in-store traffic. While there are numerous ways that bars and restaurants can bring in business using football, they aren’t the only businesses that can sponsor fantasy leagues. If you carry consumer electronics, “big game” sales can be effective. For grocery, drug and convenience stores, don’t forget to promote chips and drinks with POP signage. The key is
to integrate tactics into your current marketing efforts to increase awareness and effectiveness. The football audience is certainly one your business can benefit from.

• 47% of adults nationally are very or somewhat interested in professional football, nearly one-third are interested in college football

• The median household income of football fans is 15% higher than the
average adult

• 41% of fans work in white-collar occupation, nearly four in 10 have children in their household and over 70% are homeowners

For more information on how to score big with football fans, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Mashable; Harris Interactive; Boston Consulting Group; SportsBusinessDaily.com; IPSOS; SI.com; MobiThinking.com; Millennial Media; Marin Software; Neilson; Hightable; ESPN.com; The 2012 Scarborough Report, Release 1

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