Score Big with Football Fanatics

As Thanksgiving approaches, the focus for many is the big meal but a close second for most is football. According to AP News, the NFL set a Thanksgiving Day viewership record for the second straight year in 2023, with three games averaging 34.1 million viewers across TV and digital platforms—a 1.5% increase over the 33.6 million average from the previous season. With millions of Americans tuning in, Thanksgiving weekend offers a prime opportunity for advertisers.

In a crowded, ad-packed arena, standing out while meaningfully connecting with viewers is key. This is where audience and contextual advertising comes in—a strategy that lets your brand become part of the moment, enhancing the fan experience rather than interrupting it

Understanding Football Viewership Segments

First, let’s take a look at the football audiences. You might think a “football fan” is one type of person, but they’re actually a diverse crowd with different interests, habits, and preferences ranging from how they watch the game to what they’re eating and drinking.

Some of those football viewers can fall into several main segments:

1. Die-Hard Fans: These are the ones who never miss a game and know every stat and play by heart. They’re often team-loyal and tuned in for the whole season - even going as far as traveling far from home to be at a game.
2. Social Viewers: Not everyone is glued to the screen; some watch because it’s a great social event with good snacks and libations.  These viewers might only catch big games like Thanksgiving or the Super Bowl, but they’re just as valuable to brands, especially those aiming to reach a broader, more casual audience.
3. Fantasy Football Enthusiasts: The fantasy football fan is deeply engaged with the sport, tracking player performance down to the minute, oftentimes across multiple games. They may be more inclined to engage with interactive or competitive ad formats, which add to the thrill of their viewing experience.
4. Gamers and Digital Natives: With the rise of streaming, many viewers, especially younger audiences, are watching the games online or through streaming services. They’re already used to dynamic and digital ads, which means brands can get creative in how they engage with them.
5. Family Viewers: On Thanksgiving, many people watch with their families—some of whom may not be regular football fans. This audience is more diverse and may be more interested in ads that focus on family-friendly products or themes.

Each segment provides unique opportunities for advertisers. But reaching them effectively requires understanding what makes them tick and creating messages that align with their viewing experience.

Why Audience Targeting Matters

With audience targeting, brands can tailor their messages to resonate with each viewer type, increasing the chance that fans connect with what they’re seeing on screen. Here are a few key reasons why it works:

1. Maximizes Ad Spend Efficiency: Rather than a one-size-fits-all approach, audience targeting allows brands to make every dollar count by reaching those most likely to respond positively.
2. Makes Ads Relevant and Memorable: Think about it: an ad for fantasy sports gear is likely to catch the attention of a fantasy football enthusiast more than someone who just watches for fun. Tailoring ads to fit the audience’s interests increases the chances of leaving a lasting impression.
3. Boosts Brand Loyalty and Engagement: A thoughtfully targeted ad can foster a sense of connection with viewers. Die-hard fans are more likely to stick with brands that align with their values, while casual viewers appreciate brands that bring a little extra enjoyment to the big event.

Contextual Advertising for the Win  

Like a well timed reception, contextual advertising places ads that match the surrounding content, helping brands share relevant messages at just the right moment. During Thanksgiving viewing, this means ads can tap into the excitement of football and the holiday festivities, whether fans are watching games with family or already strategizing for Black Friday and Cyber Monday. Brands can skip generic messages and connect directly with audiences already in the holiday mindset.

Turkey, Touchdowns and Targeting

Football season is on and Thanksgiving brings the perfect chance for brands to connect with audiences eager for holiday deals and gift ideas. With Semasio's audience and contextual advertising, brands can jump into the conversation, boost fan excitement, and score big with viewers and advertisers alike. This holiday season, be a part of the game—and give fans something to cheer for with help from Semasio.