Connected TV

Who’s Your Audience? The Big Game Edition

We share some of the weird, wonderful and unexpected audience segments to tap into for your future campaigns.

Who’s Your Audience? The Big Game Edition

3 Min Read

Just as we’ve wrapped the last of our ‘Happy New Year’ wishes for the month (yes, even into the third week of January), it’s time to relish in what us advertising folk call the biggest TV advertising moment of the year—The Big Game (you know which one we’re talking about). As of September 2022, US television network Fox Sports announced selling 95% of their advertising inventory ahead of the game, with some ad spots going upwards of $7 million for a 30-second spot. The Big Game is notorious for not just attracting sports fans, but viewers who want to tune into the halftime show and the commercials—studies show that more than 40% of viewers tune in more for the advertisements than the game alone. 

Even if you don’t quite have the ad budget to get your commercial during the primest of prime time on February 12, you can still make an impact on Connected TV—with results that last long after football fever wears off. With viewers keeping their eyes glued to the screen over the next few weeks as we countdown to touchdown time, let’s take a look at some audience segments you can apply to your MNTN Performance TV campaigns.

Audience Name: Superbowl Celebrators

Audience Provider: Cuebiq

Why they’re valuable: Talk about casting a wide net! This segment not only captures fans of the game but viewers who visited a bar or grocery store within the first two weeks of February.

Audience Name: TV Commercials

Audience Provider: ShareThis

Why they’re valuable: If you want to reach the 40% of viewers who are waiting to see this year’s biggest ads (some more than the game itself), don’t forget to apply this segment to your campaigns. 

Audience Name: Tortilla Chips

Audience Provider: IRI

Why they’ve valuable: According to the Instacart Snacktime report, 99% of football viewers will purchase chips of some kind be it potato, tortilla or corn, with tortilla chips taking the top three spots.

Audience Name: Game Day Fans

Audience Provider: Cross Pixel

Why they’re valuable: The Big Game is more than just a game—it’s a cultural phenomenon. Reach viewers who follow game day traditions like purchasing tailgating gear, researching game times and more.

Audience Name: Fox

Audience Provider: ComScore

Why they’re valuable: This year, Fox will be broadcasting the Big Game. Target viewers who will be glued to this network, whether they’re watching the game or not.

Audience Name: Home Entertaining

Audience Provider: ShareThis

Why they’re valuable: Last year, 90 million people threw or attended a game day party, with the average person spending $79 on the event instead of dining out.