2021’s game on CBS had just 96.4 million viewers, the least since 2006. But as TV ratings lacked, streaming numbers set a new record at 5.7 million viewers streaming per minute.
As streaming services and OTT devices continue to skyrocket in popularity, the less likely it is that everyone will see the same set of Big Game ads. These new ways to consume media are as different on the viewer-side as they are on the advertiser-side.
What can we expect in 2022?
With matured targeting and measurement capabilities and fresh audience insights, publishers and their advertisers can be more sure they are reaching the right people with the right content and not wasting media spend on irrelevant audiences.
To see which brands’ ads may have resonated with audiences tuning in from different sources, let’s take a look at how football fans spend their time and money.
Fresh Insights on Football Fans Tuning in From All Over
The Resonate Ignite Platform has 14,000+ insights on Americans’ media diets, personal values, motivators, hobbies, shopping preferences, how they feel about the pandemic, and more — all updated nightly. We used the platform to build microsegments of Americans who are likely to watch the Big Game and use various streaming services and OTT devices. Our real-time, deep insights reveal acute differences between these audiences.
Learn more about how Resonate identifies specific and personalized audiences and activates effective, measurable campaigns with highly accurate targeting here.
Big Game Audience Insights, By Streaming Service
The audiences below represent Americans who are likely to either watch the Big Game OR to be NFL fans, AND subscribe to the service listed. The audience size represents the total amount of Americans who fall into those parameters, not actual viewership estimates.
Source: The Resonate Ignite Platform
Big Game Audience Insights, By Device
The audiences below represent Americans who are likely to either watch the Big Game OR to be NFL fans, AND own the device listed. The audience size represents the total amount of Americans who fall into those parameters, not actual viewership estimates.
Source: The Resonate Ignite Platform
14,000+ Real-time, Human-level, Actionable Insights
Americans’ media diets, preferences, and opinions are always changing – especially in the face of pandemic-era disruption. Fresh, granular data like the above is crucial to keeping up with what consumers are watching, connecting with, and buying. It’s your ticket to effective storytelling and content distribution.
The AI-driven Resonate Ignite Platform reveals 14,000+ real-time insights on your target audience – down to their behaviors, motivations, values, and anxieties – that are actionable on day one. Enrich your existing audience data with our deep insights for a highly personalized, 360-degree view of the people you need to reach.
Ready to increase advertising yield, improve targeting, and ignite results? Request a demo today.
