Kantar's Profiles Blog

Sports Marketing: Trying to avoid ads? Think again.

Posted by Eric Lindner on Apr 2, 2015

If you’re anything like me, you’re reaching for your mobile device as soon as the commercial break hits to answer a text, email, or simply refresh social media apps to see the latest and greatest. Well guess what, you are the most important part of how custom content works for sports advertising.

While attending The ARF Re:Think 2015 conference, I learned that biometric reporting, only one method for researching custom content, shows customized ads are more engaging for people who are actively using their phone or tablet when watching a sports game. In fact, researchers find that ad engagement lifts by 13% for NCAA customized ads.

Are you wondering, how is that possible? I’m not watching the ad, I’m Facebooking! And you are absolutely right, but ever notice how your head snaps to the TV when hearing crowd noise or a real player? This is called the “snapback effect,” a switch between your main and second screen.

basketballandhoopThe sports marketers and advertisers have caught your attention. NCAA customized ads produce 60% more snapbacks than standard ones. If you’re familiar with The Burger King 2 for $5 – NCAA’ Featuring Chris Webber – TV Commercial then you have been exposed to the ad with the highest number of snapbacks. This creative follows best practices and conclusions contributing to its success, and they are:

  1. Implement crowd noise
  2. Include upbeat music in the background
  3. Use real coaches and/or players

So next time you reach for your phone on a commercial break as an attempt to avoid those ads, think again, because you’re doing exactly what you’re supposed to do.


Research presented by:

Leon, Jay, and Carl Marci, M.D. "How Custom Content Works Best for Sports Advertising." RE:THINK ADVERTISING: INSIGHTS TO IMPACT. New York Hilton Midtown, New York, NY. 17 Mar. 2015. Keynote Address.

Topics: Mobile, Customized Advertising, Mobile Advertising

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