The past month saw a flurry of advertiser activity, spending and consumer attention dedicated to the 2016 Summer Olympic Games in Rio de Janeiro. Now, with the 2016-17 National Football League season ramping up, advertisers are again facing what seems like a yearly dilemma: Should they spend top dollar to advertise during these live sporting events"
With some advertisers shelling out staggering amounts to reach fans during these big games, it can be hard to gauge their return on investment. This year?s highest-priced unit is a 30-second clip in NBC?s Sunday Night Football, reaching $717,375. And across the board, advertisers are seeing an 8 percent cost increase over last year for NFL slots.
Despite these high prices, it can be tough to ignore the promise of guaranteed audiences of such magnitude. While viewership has been decreasing by the year for most primetime slots, the 2015 season of Sunday Night Football actually saw a 5 percent viewership increase.
But this doesn?t mean that advertisers need to go NFL or go home. Strategic TV buys during these marquee events will always be a safe bet, and there are lots of ways digital campaigns can help advertisers maximize the ROI for these big spends.
Even on the night of the big game, TV ads shouldn?t live alone. Here are three ways advertisers can bridge the live sports ?gap? with digital:
Pair TV with social media campaigns: There is increasing evidence that consumers are pairing their TV watching with ?second-screen? behaviors on social media, a trend that was underlined by Twitter?s $10 million deal to livestream NFL games.
For advertisers, this means more opportunities for synergy between their TV buys and video buys during NFL games, as well as more, and potentially more cost-effective, inventory. It also means that brands can use their existing social media channels and internal resources to communicate with their audience and bolster engagement.
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