{"id":21738,"date":"2024-11-26T01:31:54","date_gmt":"2024-11-26T01:31:54","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21738"},"modified":"2024-11-26T01:31:55","modified_gmt":"2024-11-26T01:31:55","slug":"nfl-advertisers-find-success-with-pregame-ads-report","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21738","title":{"rendered":"NFL advertisers find success with pregame ads: report"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\">Pregaming isn\u2019t just for twentysomethings trying to save money on drinks before heading out on a Friday night. It\u2019s for advertisers, too.<\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\">NFL pregame ads are 12% more likely to drive viewer engagement than the average prime-time ad, according to data from TV measurement company EDO gathered through Week 6 of this season. In-game ads are more likely to lead to engagement than pregame ads, but only by a margin of 4%, EDO found.<\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\">Both time slots are promising for advertisers, Laura Grover, EDO\u2019s SVP and head of client solutions, told Marketing Brew, especially on Thanksgiving weekend, when many US households will tune their TVs to football games. But certain brands and categories are more likely to thrive in the football environment than others, EDO data indicates.<\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\"><strong>Outpizza the hut:<\/strong> Both in-game and pregame \u201cNFL ads are proving incredibly effective\u201d for pizza brands, especially Little Caesars and Pizza Hut, according to EDO.<\/p>\n<ul>\n<li>For the category in general, pregame NFL ads were 141% more likely to drive engagement than the prime-time average.<\/li>\n<li>That share was 133% for in-game ads.<\/li>\n<li>Little Caesars saw the highest engagement for NFL ads in the pizza category, followed by Pizza Hut.<\/li>\n<\/ul>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\">Little Caesars could be benefiting from its NFL sponsorship and use of league marks, as well as its decision to advertise on streaming games and run athlete-centric ads, Grover said. The brand\u2019s best performing ads, she added, feature San Francisco 49ers tight end George Kittle and Detroit Lions wide receiver Amon-Ra St. Brown.<\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\">There\u2019s another factor affecting pizza brands this season: \u201cThere\u2019s a little bit less clutter,\u201d Grover said. \u201cDomino\u2019s, historically, has been a really big spender in the NFL. They\u2019ve pulled back a bit, so it\u2019s given\u2026Little Caesars and Pizza Hut the runway to really own the environment.\u201d<\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\"><strong>Quick on the draw:<\/strong> Ads for quick-service restaurant brands that run during NFL programming have been outperforming the prime-time engagement average, too, generating even more engagement than they did last year, according to EDO.<\/p>\n<ul>\n<li>In-game ads have seen a 23% YoY increase in engagement, and pregame ads have seen a 4% increase, Grover said.<\/li>\n<li>Chick-fil-A, KFC, Taco Bell, and Arby\u2019s are seeing the most engagement compared to the average QSR advertiser running NFL ads.<\/li>\n<\/ul>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\"><strong>Bet on it:<\/strong> Sportsbooks have been betting on NFL ads this year, especially pregame ads. Brands in that category increased their airings of both pregame and in-game ads by 17% through Week 6 of this season compared to last, and they increased pregame airings by 27%, EDO found.<\/p>\n<ul>\n<li>That pregame boost has been \u201cdriven by DraftKings,\u201d Grover said, a strategy that she said seems to be \u201cworking for them.\u201d<\/li>\n<li>FanDuel, meanwhile, has had a strong showing of in-game ads and has also been the most active sports-betting brand in college football, she said.<\/li>\n<\/ul>\n<div class=\"style__InlineSubscribeWrapper-sc-b0c0fc32-1 CuWWT inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-fdc976c-0 iTWzCH dtoEFc\">\n<h5 class=\"dist__StyledText-sc-b82cc9e3-12 bCHGiF inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 cPcVuV inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\">\u201cIt\u2019s really like they\u2019re dominating the weekends a bit in live sports,\u201d Grover said.<\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\"><strong>Turkey Day:<\/strong> Thanksgiving weekend typically marks a time of increased engagement with NFL ads compared to other weeks of the season, Grover said. <em>Thursday Night Football<\/em> on Amazon Prime Video tends to result in strong performance for advertisers, and ads that ran during Prime Video\u2019s Black Friday NFL game last year proved to be 78% more engaging than the Thanksgiving Day average for NFL ads that aired on TV networks, she said.<\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\">\u201cIf you think of all advertising in live sports, you have the NFL, which is kind of the top of that pyramid in terms of strength, and then you have Amazon <em>Thursday Night Football<\/em>, which is a step above that,\u201d Grover said. \u201cPeople are really captivated during those Amazon games\u2026It\u2019s harder to switch streaming platforms than it is to switch channels.\u201d<\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\">This year\u2019s Black Friday matchup features the Las Vegas Raiders playing the Kansas City Chiefs, and Grover said the game could draw even more viewers and engagement for advertisers if a certain notable Chiefs fan is in the crowd.<\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\">\u201cWe\u2019ve seen the Taylor Swift effect for the Chiefs,\u201d she said.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2024\/11\/25\/nfl-advertisers-pregame-ads-report?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pregaming isn\u2019t just for twentysomethings trying to save money on drinks before heading out on a Friday night. It\u2019s for advertisers, too. NFL pregame ads are 12% more likely to drive viewer engagement than the average prime-time ad, according to data from TV measurement company EDO gathered through Week 6 of this season. In-game ads [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":21739,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21738","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>NFL advertisers find success with pregame ads: report | Brandiary<\/title>\n<meta name=\"description\" content=\"Pregaming isn\u2019t just for twentysomethings trying to save money on drinks before heading out on a Friday night. 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