Political advertising and live sports – A match that wins.
May 17, 2023
Here at Political Marketing + Media we focus on helping political campaigns extend their advertisers reach through live sporting events. Many clients ask if sports are the right venue for political messaging. Well this blog will show you why it’s an excellent choice.
Live sports events are a goldmine for advertisers looking to reach a massive and engaged audience. They offer numerous benefits, including high audience engagement, targeted demographics, large reach, social media buzz, and cost-effectiveness. In addition, political advertisers can leverage the emotional connection that viewers have with sports events to create ads that resonate with them.
Sports events attract a passionate and engaged audience who are emotionally invested in the game, making it an ideal platform for advertisers to promote their products and services. Viewers are more likely to pay attention to the ads shown during the commercial breaks, leading to increased brand awareness and recall.
For example, during the 2021 Super Bowl, companies paid up to $5.6 million for a 30-second ad spot, but it was worth the investment as the game attracted over 100 million viewers. The halftime show, which is a significant part of the Super Bowl, also offers an opportunity for brands to promote their products or services to a vast audience. This was exemplified by The Weeknd's Pepsi-sponsored halftime show in 2021, which was watched by over 96 million viewers.
Sports events appeal to specific demographics, such as young adults or families. Advertisers can tailor their ads to appeal to these specific audiences, making their campaigns more effective. For instance, during the 2018 World Cup, Coca-Cola ran an ad that featured a diverse group of young people enjoying the game together while drinking Coke. This ad aimed to target young people who are passionate about sports and promote the idea of inclusivity.
Sports events attract a massive audience, both locally and globally, making it an excellent platform for advertisers to reach a vast number of potential customers. For instance, during the 2019 Cricket World Cup, the tournament was watched by over 2 billion people globally. Advertisers can achieve a significant return on their investment by reaching a large audience with their ads.
Live sports events generate social media buzz and online conversations, increasing the reach and visibility of the ads shown during the game. Viewers share their thoughts and opinions on social media, which can lead to trending hashtags, increased brand awareness, and online conversations around the ads. For example, during the 2018 Winter Olympics, Nike's "Equalizer" ad featuring female athletes generated significant buzz on social media and received over 5 million views on YouTube.
While advertising during live sports events can be expensive, it can still be cost-effective due to the high engagement and reach. Companies can achieve a significant return on investment by reaching a large audience with their ads. Additionally, advertisers can leverage live sports events to promote their candidates and issues effectively.
During the 2020 US Presidential election, both the Democratic and Republican parties ran ads during NFL games. The Democrats aired an ad during the Super Bowl that highlighted the importance of healthcare, while the Republicans ran an ad during the NFL playoffs that showcased President Trump's achievements in office. Similarly, during the 2019 Indian Premier League (IPL), political parties ran several ads to promote their candidates and issues.
Political advertisers can leverage the emotional connection that viewers have with sports events to create ads that resonate with them. By tailoring their ads to the specific audience and leveraging the emotional connection that viewers have with sports events, political advertisers can effectively promote their candidates and issues. However, political advertisers must be cautious when advertising during live sports events and ensure that the content is appropriate for the event to avoid any potential backlash from viewers.
In conclusion, live sports events offer numerous benefits to advertisers, including high audience engagement, targeted demographics, large reach, social media buzz, and cost-effectiveness. Political advertisers can also take advantage of these benefits to promote their candidates and issues effectively. By considering the potential impact of their ads on the viewing audience and tailoring the content to appeal to the specific audience, political advertisers can effectively reach a vast audience and potentially sway voters. However, they must be mindful of the potential risks and implications of their ads, as well as any rules and regulations regarding political advertising.
Overall, live sports events provide an excellent opportunity for advertisers to reach a massive and engaged audience. The emotional connection that viewers have with sports events creates a unique opportunity for advertisers to connect with their audience and promote their products or services. Political advertisers can also benefit from this emotional connection by leveraging it to create ads that resonate with viewers and promote their candidates or issues. As live sports events continue to attract large audiences, advertisers will continue to see the benefits of advertising during these events and incorporating them into their marketing strategies.
Want to learn more about the strategies behind the blend of sports and political advertising? Give us a call at (212) 729-7849 or email us at email@example.com.