Tonight the Green Bay Packers will face the Seattle Seahawks for the NFL Kickoff of 2014. Needless to say, millions of football fans around the country will tune in for the official start of football season. What many people don’t realize is that with the start of football season comes the start of numerous fall campaigns presented by companies who use the football culture for leverage. Sure, you see the commercials during the games all season, but what’s the thinking behind those advertisements? This season, marketing professionals from companies like General Electric, Doritos, and Ford have geared up for the initial launch of their campaigns. Here are four reasons why big names are deciding to put their efforts behind football.
- Football culture. It’s easy to assume that football season is one of the most widely anticipated events of the year. Don’t get me wrong, there are people who won’t watch a single game until the Super Bowl (Feb 1, 2015, FYI), but there are millions of people who are dedicated fans and will keep up week after week all season. Because of this, companies who use football season in their campaigns are reaching many more people than they otherwise would. Associating marketing campaigns to the football season gives companies the attention and lift they’re trying to achieve.
- Football is event television. This means that it is watched live, and commercials are less likely to be skipped. Season games are obviously not on the level of the Super Bowl, but commercials presented during these games still are seen and have a bigger impact than they normally would if they were presented on regular cable television.
- Fan demographics. The sport attracts a wide audience, including a large number of women. If not during the regular season, then definitely for the Super Bowl. In fact, the Super Bowl is the program that attracts the most female viewers every year, compared to award shows like the Oscars or Emmys. Because of this wide reach, companies are able to target a wider audience. Many people assume that men are usually the only ones being targeting during these fall football campaigns, but that is not the case.
- Wide social media reach. It’s no secret that Facebook and Twitter blow up during games, with fans voicing their opinions on everything from player’s stats to bad calls. In general, sports engage the highest amount of tweets and social media engagement than any other topic. Football is no exception. As a result of football’s impact on social media, companies are able to leverage this into their campaigns, allowing users to engage with their brands while still live tweeting the game.
It is clear the huge impact football has throughout the nation, both for big fans and big companies. During the upcoming months, you’ll be seeing campaigns ranging from Matthew McConaughey promoting the 2015 Lincoln MKC to Peyton Manning starring in Papa John’s Pizza commercial, all which will be linked to the football season. These are just two of many, and it will be interesting to see what some of the big names have come up with this year.