Football on Your Phone; Facts Drive Advertising Creativity

Cable, satellite and DirectTV ads promoting sports programming on smartphones, tablets and laptops have been ubiquitous lately. Sure college and NFL football start soon, but facts about how people are getting sports news and viewing programming indicate marketers are using solid research to design the promotions and project target audiences.

Advertising is following the pretzel crumbs of sports fans as they migrate to online venues.Why else would DirectTV use the Manning brothers (Peyton and Eli) to RAP their product Football on Your Phone.

A recent study by Sporting News Media, Sports Media Consumption Report 2013, found U.S. fans are now more likely to follow sports online (63%) than all other media sources except TV (94%). In fact, digital media (online, mobile and social media) were the only sources to see increased use from 2011 to 2013 by fans seeking sports-related content.

When it comes to digital devices, most fans watch sports online on their computer (84%), but use of mobile devices is surging, up 66 percent since 2011 (21% in 2011 to 35% in 2013).

Here is another eye-opening factoid from the study: There are 170 million self-professed sports fans in the United States — and more than 40 percent are women.

But what about the ads? Numbers don’t lie. The research is driving creativity.