How to Harness the Power of Sports Audiences

In today’s competitive media landscape, advertisers face several challenges. From audience fragmentation to data variability and lack of transparency, brands must find a way to cut through the noise to reach their customers. However, it isn’t as simple as the right message and creative. To capture consumer attention, advertisers must be able to activate across an ever-expanding array of devices and platforms. Amid this chaos, one type of content consistently commands the attention of engaged viewers: live sports. 

Sports events, particularly live broadcasts, attract millions of dedicated fans. According to a recent survey, “70% of Americans – including 81% of men and 60% of women – consider themselves sports fans,” making it an ideal platform for advertisers seeking to connect with diverse, engaged audiences. From the NFL’s record-breaking viewership to the rising popularity of women’s sports, the potential for impactful advertising is enormous. 

Why Sports? 

The growth of live sports offers a unique environment for advertisers, with audiences spanning every generation. Several factors have contributed to this explosive growth: 

• Increased Accessibility: Both cable TV subscribers and cord-cutting streamers can easily watch their favorite teams. 

• Social Media Engagement: Platforms like Instagram and YouTube enhance viewer engagement, fostering deeper connections with teams and players. 

• Online Sports Betting: The rise of betting apps has gamified the sports viewing experience, allowing fans to place bets from anywhere. 

Spotlight On Major Sports 

NFL & The Big Game 

The NFL dominates the U.S. sports scene, with viewership increasing by 7% in 2023. The NFL captured 93 of the top 100 most-watched TV shows in 2023, and viewership on Smart TV devices surged by 58% among fans aged 18-34. This trend underscores the NFL’s ability to attract a broad, engaged audience across multiple platforms. 

NBA & March Madness 

The NBA’s 2023-2024 regular season maintained steady viewership, with 1.6 million viewers across major networks. The 2024 March Madness tournament set a record with 38.4 million viewers, highlighting basketball’s enduring popularity in the U.S. 

Soccer & The World Cup 

Soccer viewership, especially women’s soccer, has seen significant growth. The 2023 FIFA Women’s World Cup and the National Women’s Soccer League championship both experienced remarkable increases in viewership, reflecting the sport’s rising popularity. 

Maximizing Advertising Impact with Sports 

To effectively capture these highly engaged fan bases, advertisers must understand the composition of sports audiences and tailor their strategies accordingly. Here are 6 key strategies to optimize your advertising across live sports: 

1. Premium Inventory

Live sports offer long-form, high-impact environments for advertising. Whether through programmatic or direct Insertion Orders (I/O), advertisers can secure prime ad spots during regular seasons, playoffs, and championship games. 

2. Targeting Precision 

Utilize geo-targeting and advanced audience targeting to enhance the impact of your ads. Focusing on key markets and leveraging cross-device platforms can amplify reach and engagement. 

3. Shoulder Content 

Extend your impact beyond live games by investing in pre-game analysis, post-game highlights, and behind-the-scenes footage. Younger fans, in particular, often prefer highlights over live games, providing additional touchpoints for engagement. 

4. Audience-First Approach 

Working with a partner like Cadent can help you engage sports audiences year-round. Combining first-party sales or CRM data with leading third-party insights, Cadent Aperture Platform offers tailored audience-targeting solutions. This approach empowers marketers to identify and engage sports audiences seamlessly across all devices. 

5. Creative Tools 

Create dynamic and interactive ads to enhance viewer engagement. Options like in-stream interactive overlays, choice-based ads, and interactive quizzes can make your advertisements more engaging and memorable. 

6. Measurement and Optimization 

Closed-loop measurement is crucial for understanding the effectiveness of your campaigns. Partnering with Cadent ensures you can measure direct-response and app install attributions, optimizing your campaigns for better performance. 

Putting Practice into Play with Cadent Sports Audience Packages 

Cadent Audience Packages offer tailored strategies to engage high-value sports audiences. For example, a home improvement brand successfully increased app installs through targeted ads during football games across linear TV and CTV, demonstrating the effectiveness of combining traditional and digital platforms. 

Live sports provide a unique opportunity for advertisers to reach engaged, diverse audiences across the omnichannel media landscape. By leveraging advanced targeting, dynamic ad experiences, and comprehensive measurement, brands can maximize their advertising impact and drive significant engagement and conversions. 

Ready to harness the power of sports advertising? Download our Sports Audiences Playbook to discover more strategies and insights on how to reach your target audience effectively.