For the approximately 120 million people who will tune in for Super Bowl LIX on Sunday, the event isn’t just about the football: it’s about the food, the halftime show, and, of course, the commercials.
But with a 30-second slot commanding a staggering $8 million price tag, brands delving into this high-risk, high-reward space face not only the need for category dominance but also the need to channel substantial creative resources into crafting impactful, precision-targeted advertisements.
Given the astronomical Super Bowl ad price tag, some successful brands, like Greek-yogurt-maker Oikos, opted to use unconventional strategies to engage their game-day audience. Oikos steered clear of exorbitantly priced TV spots during the live broadcast and instead “hacked” their Super Bowl ad spend by targeting adjacent audiences to extend their reach and efficacy. For Oikos, this bold strategy resulted in an almost twofold increase in brand sales.
So, how can other brands emulate this approach? The key lies not only in targeting the Super Bowl audience—comprising just over 113 million US adults—but also delving into their media consumption habits, consumer behaviors, and shopping preferences.
The Resonate AI-powered data engine, rAI, offers insights into the viewers who will be watching on Football Sunday that are based on data updated in near real time. Here’s just some of what rAI reveals about Super Bowl LIX viewers:
- The gender gap is closing. Football used to be a sport played for men, by men, but the gender gap in viewers, at least, narrows with each passing year. Case in point: Last year, the percent ratio of males to females who planned to watch was 58% to 42%. This year, it’s 57% to 43%.
- Sports rule in their households. These viewers’ media consumption habits are all about sports. Their top TV networks are the NFL Network, the Big Ten Network, and Fox Sports 1. Their top paid streaming subscription is ESPN+, followed by Showtime and Apple TV+. They’re most heavily engaged on traditional and streaming television, so those are both good places to target them.
- They consider both price and brand before they make purchases. This audience rates price and brand as equally important when they’re considering which products or services to buy. However, price is the top factor they think about when they’re deciding which brands to buy from: 77% say they prefer to shop with the retailers that offer the best prices and sales.
- They love sports apparel, too. Fanatics is the top retailer for this audience, followed by Stanley, Coach, and Shein. Their top overall retailers are Best Buy, Kohl’s, and Lowe’s, and their favorite restaurant is Red Robin.
The time to get in the game and reach Super Bowl viewers is now. Resonate has audiences available for immediate activation; we can also build Custom Audiences that suit your individual needs. Ready to create a winning marketing campaign?
