Big ticket events like NFL games draw a wide range of viewers - young and old, men and women, economically & socially diverse. The one thing they all have in common is that they are very active consumers, but the services and products they use can vary considerably.
A Katz study based on the MRI survey of some of the biggest NFL televised events show the strong connection between viewers and a wide range of consumer products and services. Auto, financial, telecom, homeowners, travelers (and more) are watching the big tent televised events in massive numbers.
This translates into a strong opportunity for marketers to reach their consumers in a safe, highly engaging environment.
Over one-quarter of car buyers are watching regular season NFL and more than one-third tuned to the NFL Playoffs and Super Bowl. Both have a high index of customers searching for info to buy a new or used car.
FINANCIAL SERVICE TAKEAWAY
Heavy consumers of Insurance, stock services and financial advisors watch regular season NFL and Playoffs/Super Bowl.
GAMBLING TAKEAWAY
A sweet spot for NFL viewers with fully 70% of sports bettors watching the Super Bowl. Also a good vehicle for reaching casino goers and lottery players.
% = % of consumers for each category that watched each event.
Index = % of consumers for each category divided by total viewers for each event.
Source: 2021 Fall GfK MRI-Simmons USA weighted to Population (000)
Click table below for searchable data including auto, financial, home improvement, travel, gambling, entertainment, restaurants, and alcoholic beverages.
Source: 2021 Fall GfK MRI-Simmons USA weighted to Population (000)