By: Eyeota
Every year, the Super Bowl garners big audiences—and even bigger consumer spending. In 2024, Super Bowl LVIII drew 123.7 million average viewers, the largest TV audience on record. Consumer spending around the event also set records, with people spending an impressive $17.3 billion, or $86.04 per person, on food, drinks, apparel, decorations and other purchases around the game.
To stand out before, during, and after the biggest advertising event of the year, it's essential to connect with the right audiences at the right time. By leveraging high-quality, targeted audience segments, marketers can create meaningful connections with the specific Super Bowl fans most likely to be looking for their products and be interested in their brands.
Let’s look at four ways brands can ensure they’re connecting with Super Bowl audiences in a relevant way, as well as some specific audience segments that have been proven to drive sales.
Connect with Super Bowl Watchers
For brands, Super Bowl watchers are the cornerstone audience, encompassing die-hard football fans and casual viewers drawn by the halftime show or iconic commercials. This group values the shared experience of the game, making them highly engaged across TV and social media platforms. Brands can connect with them by creating immersive, real-time content, such as interactive polls, second-screen experiences, and targeted ads on connected TV. Leveraging audience data to time campaigns during peak engagement moments, such as the halftime show or post-game discussions, can amplify reach and relevance.
Targeting Tip: Looking to connect with Super Bowl watchers who are there mostly for the celebrities and spectacle? Consider leveraging an audience segment like “US Acxiom - Retail - Seasonal - Super Bowl Activity - Watch the Half Time Show.”
Connect with Sports-Betting Audiences
With the rapid growth of legalized sports betting, the Super Bowl has become a focal point for a highly motivated and digitally savvy betting audience. This group is eager for up-to-the-minute information, odds, and expert insights. Advertisers can capitalize on this by partnering with sports apps or running campaigns on platforms frequented by bettors. Personalization is key here, as precise audience segmentation can help deliver timely and relevant messages to drive engagement and conversions.
Targeting Tip: Looking to connect with the viewers who have the most vested interest in the game’s outcome? Consider leveraging an audience segment like “US Media Source Solutions - Interest - Browser Activity - Gambling - Sports Betting.”
Connect with Alcohol Drinkers
From craft beer enthusiasts to cocktail aficionados, alcohol drinkers play a central role in Super Bowl festivities. This audience is unique in its diversity and its alignment with celebratory and social moments. Brands can leverage data to identify and target subsets of drinkers, such as wine lovers or premium spirits consumers, through programmatic ads, social media campaigns, and influencer partnerships. Promoting game-day recipes, special promotions, or alcohol delivery services can further enhance the connection with this audience.
Targeting Tip: Looking to connect with Super Bowl fans looking to stock their drink cooler for the big game? Consider leveraging an audience segment like “US Adstra - Consumer - In-Market Food & Beverages - Alcohol - Type: Beer.”
Connect with Game-Day Snackers
Game-day snackers are the lifeblood of Super Bowl parties, fueling the event with chips, wings, and other crowd-pleasers. This group values convenience and flavor, often planning purchases in advance or opting for last-minute delivery. To reach them, brands should use data-driven campaigns to highlight product bundles, discounts, or recipes. Targeted ads on grocery apps, CTV, and social media—especially in the week leading up to the game—can drive awareness and boost sales. Additionally, leveraging geolocation data to target consumers near stores or delivery services can provide a final nudge.
Targeting Tip: Looking to connect with consumers who plan to put out the chips and dip during the Super Bowl? Consider leveraging an audience segment like “US IRI - Intent - Heavy Purchaser - Tortilla/Tostada Chips.”
The Super Bowl Audience Guide
So, how can brands targeting Super Bowl audiences optimize their digital ad spending to reach their best customers and prospects online? From driving awareness to engaging consumers in-market, the Eyeota Super Bowl Audience Playbook has the personas and profiles you need.
Browse our selection of audience segments built from behavioral, demographics, interests, intent, lifestyle and ownership insights. Activate our audience segments on all major demand-side and supply-side platforms to identify, reach, and engage your best target customers on audio, connected TV, display, digital out-of-home, mobile, and social channels.
Discover addressable digital audience profiles to target your ideal customers, including:
Connect with the Data Desk to request your custom audience targeting strategy today!
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