Huddle up, advertisers. The 2024 NFL regular season is set to kick off in just one month!
In this playbook, we’re discussing everything you need to know about leveraging Performance TV throughout the upcoming NFL regular season — from actionable tips for running a successful Connected TV (CTV) campaign, to a deep dive into the available inventory. Let’s get the ball rolling!
NFL games have historically been (and still are) broadcast on major networks like ABC, CBS, and NBC. But as consumer viewing behavior has evolved over the years, the NFL has followed suit, striking up new deals to make games available across various streaming services.
Last season, the NFL Sunday Ticket was moved to YouTube TV, while Thursday Night Football was exclusive to Amazon Prime, and Sunday Night Football could be watched via Peacock — and it was a hit.
Amazon Prime’s 2023 Thursday Night Football coverage averaged 11.86 million viewers, a 24% increase from the 2022 season. Additionally, led by Peacock, NBC Sports Digital achieved a new viewership record for Sunday Night Football, averaging over 1.5 million viewers per minute, a 33% increase from the 2022 season. Finally, the NFL Sunday Ticket subscriber count increased to 1.3 million via YouTube TV, an impressive 8.33% increase on an entirely new platform for a niche product.
For the 2024-2025 season, more NFL games than ever will be broadcast exclusively on streaming platforms, including Netflix, Peacock, and Amazon Prime Video. We expect last year’s streaming trends to continue this year, presenting advertisers with a golden opportunity to reach engaged viewers through Connected TV (CTV).
CTV advertising is particularly effective during the NFL season for several reasons:
The NFL's audience spans various age groups, genders, and income levels, making it one of the most diverse and broad-reaching audiences in sports.
Notably, for fans tuning into Thursday Night Football via Prime Video, Amazon reported 12% higher viewership among the ever-elusive 18-to-34 age group. These younger viewers were highly engaged, watching from pregame to post-game, averaging 85 minutes, which is 12% longer than traditional primetime broadcasts. A significant portion of this age group also reported that they only watch the NFL on Prime Video, indicating that this is a crucial platform for advertisers looking to reach this demographic.
Viewing behavior has drastically changed over the last several years. Not only are more NFL viewers watching games via streaming platforms, but they’re also engaging with media in dynamic ways.
An estimated 80% of sports fans use a second screen, such as a smartphone or tablet, to follow stats, participate in live discussions, and interact with other fans on social media while watching games. This behavior enhances their viewing experience, allowing them to stay connected with the latest updates and engage with other fans in real-time. This also gives advertisers the opportunity to retarget the same viewers across various devices and platforms to stretch the impact of your CTV campaigns.
By harnessing the power of CTV advertising, you can target specific segments — from specific age groups and locations, to particular interests and behaviors — within the broad NFL audience. Equipped with a programmatic platform like tvScientific, you gain access to over 15,000 unique targeting segments to ensure you can reach your ideal customer on demand, using a variety of creative assets to truly resonate with each audience segment.
For example, if you’re a hospitality brand with different kinds of accommodations, you can run a lavish tropical getaway ad to a higher-income segment, a ski resort ad to a sports-and-outdoors segment, as well as a general brand spot to all other viewers — simultaneously during the same 30-second window.
This precise targeting ensures that ads are delivered to the most relevant viewers, maximizing engagement and impact.
The 2024 NFL season has several different CTV inventory available across various platforms. Here’s a quick breakdown of what’s up for grabs for this season’s Monday, Thursday, and Sunday games.
To maximize ad impact and efficiency throughout this NFL season, ensure you’re following these CTV best practices.
For maximum brand impact, start early! Plan to launch your CTV ads early in the season to capture attention and build awareness. Particularly for brands like sports betting apps that have high relevance during the NFL season, consider starting campaigns a week or two before the season kicks off to generate excitement and anticipation among fans.
Schedule ads during peak viewing times, such as before and after games, during halftime, and on special game days like Thanksgiving or Sunday Night Football. These are times when viewership is typically highest, offering greater exposure for your ads.
Use these peak moments to establish an initial touchpoint with audiences, then maintain engagement by following up with additional ads across various platforms as users consume related content. This approach reinforces brand messaging and enhances recall.
That being said, be mindful of how often your ads are shown. Aim for a frequency cap that allows your message to be seen enough to be memorable, but not so often that it becomes repetitive or annoying. You can even use different versions of your ads to keep content fresh. This can help maintain viewer interest and prevent ad fatigue.
At the end of the day, your creative is really what matters. Ensure that your ads are relevant to your target audiences by designing them to dynamically fit specific games or teams and match what’s happening in live games. Integrate messaging that ties into the game, such as promotions related to game-day experiences or player endorsements.
For instance, check out State Farm’s ad featuring the Kansas City Chiefs’ star players, Patrick Mahomes and Travis Kelce.
By creating ads themed around local teams, fans will always see creative and messaging that is hyper-relevant to them, making the ad much more impactful.
Remember, the NFL regular season is 18 weeks long — that’s basically one-third of the year! Make sure to allocate your budget wisely throughout the season, especially if you’re considering securing your ad spots for expensive events like the Super Bowl. Plan to scale up during key moments and scale back during less critical periods.
PRO TIP: Using a platform like tvScientific, you can gain insights into real-time performance metrics, which can inform your strategy and help you adjust spending throughout the season based on audience engagement.
Like we mentioned in a previous section, the majority of viewers will be using a second screen. Use this to your advantage by retargeting those same viewers across various platforms and devices.
For example, you can use social media to amplify your CTV campaign by sharing highlights, engaging with fans, and encouraging interaction. You can even develop interactive social campaigns, such as a TikTok challenge, that complement your CTV ads. This will give fans the extra push to engage with your brand in a personal way.
Or, coordinate your CTV ads with in-stadium promotions, such as giveaways or special events, to create a seamless experience for fans attending games and those watching at home. This could include branded merchandise, interactive booths, or digital displays that reflect your CTV messaging.
In any case, ensure your message is consistent across all channels, using CTV as part of a larger integrated campaign that could include social, email, radio, out-of-home advertising, and more.
The NFL and its publisher partners will accept advertisers from most verticals. However, you should still ensure all ads meet NFL advertising standards and regulations, which can include restrictions on certain types of products and messaging. Staying compliant will prevent potential issues that could disrupt your campaigns.
tvScientific can help facilitate this process. Get in touch with us if you need assistance.
With football fans increasingly streaming games on platforms like Amazon Prime Video and Peacock, the 2024 NFL season presents a prime opportunity for advertisers to engage with a passionate audience through CTV. Implement the strategies in this playbook to maximize your reach, boost engagement, and drive impact this upcoming season.
Ready to kick off your CTV campaign for the 2024 NFL season? Book a demo to see if tvScientific is the right solution for your brand.