The Second-Screening Behaviors of NFL Fans
As this year’s NFL season kicks off, Fox has announced 6-second ad spots in its season opener. But whether it’s looking to see what friends are saying about a game, or searching for information related to the big screen, the second-screen is set to challenge the TV screen for the attention of NFL Viewers.
The vast majority of this audience are set to reach for another device as they watch the first games of the season. 93% of NFL Fans say they regularly do so as they watch TV, with mobile the firm device of choice (76%).
Most will be heading to social media during the game or the ad breaks, evidently keen to see friends’ reactions and commentary in real time. But it’s promising for marketers and sponsors that close to 30% will be searching for information related to what they’re watching, and so the second-screen will create even more views to advertise against.
The key for brands is to generate engaging content related to the big screen, and create the right conversations that will be appreciated by NFL Fans, without getting in the way of them accessing the news and commentary they want.