By Sahil Patel
Here’s a question you’ve probably never been asked: How does football impact viewer engagement on digital video content? Probably a lot, right? I mean we’re talking about American football, a sport that has turned into a well-oiled, money-making marketing machine even though it tries to hide a new scandal pretty much every day. Is this even a serious question?
Well, if you are, and you have actually wondered how effective football is for marketers, Adap.tv has you covered. The company recently did an analysis of “sports video media” in its marketplace from mid-August to late-September (“before and after the start of football season”).
Per its top findings, which you shouldn’t be surprised by at all, football has a positive impact on digital video advertising. For instance, the total number of video ad inventory tied to sports content grew 81% from August to September. Breaking it down even more, smartphone video ad inventory spiked 127% in that timeframe (outpacing tablet video inventory, which jumped 22%, and desktop, which grew 120%). People are also more likely to engage with video ads during the football season, as clicks (per 1,000 impressions) grew 90% and completion rates rose 9.4%.
You can see all the top-line data from Adap.tv via the below infographic — though pay particular attention for the chart at the bottom, which details video-ad engagement on smartphones, tablets, and desktops during each day of the week.