The Big Game, while known for its in-game excitement, draws more than just the average football fan. From viewers only interested in the jaw-dropping halftime shows to those tuning in for a certain celebrity sighting, the event appeals to a wide audience.
For the 2024 Big Game we discuss five distinct audience personas, each tuning in for unique reasons, and how to reach them with your campaigns.
Sparked by the romance rumors between pop sensation Taylor Swift and Kansas City Chiefs tight end Travis Kelce. Swift was spotted at many games over the season, causing spikes in viewership and overall interest in the NFL and the Chiefs games.
Thanks to Taylor, this year’s Big Game is expected to draw a new crowd of viewers who were never previously interested in football. For advertisers looking to reach this particular group of Big Game watchers, it’s time to make the friendship bracelets, take the moment and taste it and tailor your campaigns to the Swifties in the crowd.
Yes, this event is technically about the sport of football, but if you look online before or after the Big Game you’re more likely to find chatter about the star-studded concert that happens in the middle of it rather than the game itself. For example, last year’s halftime show starring Rihanna drove nearly 11 million social engagements1 across Facebook, Instagram and TikTok on game day alone.
Whether lured in by giant mechanical tigers, a history of wardrobe malfunctions or the draw of seeing a musician on stage who hasn’t performed in years, the halftime show draws in audiences of musical performance lovers who couldn’t be bothered with the state of the game.
The Big Game has evolved into more than just a football game; it's a social event with a strong emphasis on food, making it a perfect occasion for those who appreciate gameday snacks.
The Foodie Fanatics are not focused on first downs and touchdowns, they’re focused on the snack spread. From pizza to sliders to other fan favorites, you’re likely to find this audience searching for recipes or food delivery prior to the game. Where the food is during the Big Game, is where you’ll find the Foodie Fanatics.
The Big Game is one of the most-heavily bet-on sporting events globally each year. Its massive viewership and cultural significance attract a wide range of bettors, contributing to a surge in betting activity.
The Big Game offers extensive betting options beyond the standard point spread and moneyline bets. From proposition bets on specific player performances to bets on the length of the national anthem or how many hot dogs at the will be sold during the game. Beyond the game itself, betters can place wagers on elements of the halftime show and commercials.
This group of viewers isn’t tuning in for any of the Big Game extras, they care about one thing and one thing only: the sport of football. These personas of die-hard fans are fully invested in the sport all year, not just for one game. From pre-season to the last game, these fans have been locked-in since day one.
For these true fans, the Big Game is more than just a game, it’s the perfect culmination of an NFL season filled with passion, dedication, and the pursuit of gridiron glory.
Ready to tailor your campaigns to these unique Big Game personas? Find off-the-shelf segments in your platform of choice or contact us today with your seat ID to have custom segments pushed right to you.
1 Comscore Shareablee, 02/12/2023