2024 Football Season Shopping Trends: How CPGs Can Score This Season With The Right Consumers

The NFL is back, and fans are more invested than ever. With soaring viewership and a global superstar adding to the excitement, this football season presents a prime opportunity to connect with a growing fandom of passionate shoppers. In 2023, the average TV viewership for a regular season reached nearly 18 million¹, a 7% increase versus the previous year and the second-highest average since 1995.

Don’t miss out on the action even if you don’t have millions to spend or a big endorsement deal. CPG brands of any size can make a significant impact by sequencing their multi-channel marketing campaigns with Connected TV to capitalize on this Fall’s most popular sporting event.

Catalina’s CTV Solutions: Find Your Loyal Fans Among the Swifties

Football viewership demographics broadened this past year thanks in part to the Travis Kelce and Taylor Swift story line that unfolded. It is more critical than ever to ensure your brand’s communications are reaching its most relevant shoppers.

Catalina’s Advanced TV Solutions are backed by powerhouse purchase insights so you can engage your most valuable and hardest-to-reach shoppers with personalized content. Our data experts seamlessly synthesize a rich, real-time blend of purchase data and shopper insights from nearly all U.S. households. They analyze millions of predictive data variables — from shopper personalities to brand affinities to ingredient preferences and location.

For example, we know that not all football viewers are bratwurst, pretzels, and beer enthusiasts. According to Catalina’s Shopper Intelligence Platform, Football Web Browsers who purchase game day snacks and beverages are about 30% more likely than average to follow these diets: Low Carb, Low Calorie, Low Glycemic Eating Plan, and Vegetarian.

Also, these shoppers are 30% more likely to be strong coupon redeemers, suggesting that a complementary in-store campaign could amplify the impact of your CTV campaign.

Catalina: Your MVP This Football Season

Leveraging our purchase insights, we use the most advanced predictive modeling techniques — enhanced with AI and machine learning – to design highly effective audiences while safeguarding privacy. Plus, our managed media solutions allow you to activate personalized media across all channels (including in-store), optimize campaigns inflight based on real-time insights, and precisely measure sales return.

To maximize product engagement and drive incremental sales, contact us today.