Overview
With Super Bowl LIX setting records of 127.7M viewers¹ and $18.6B in spending², brands must now engage a multi-screen audience across a multi-day social and shopping experience. To capture retail spend, campaigns must target everyone from the high-spending “Host" to the "Casual Fan" to capture retail spend and cut through game-day fragmentation.
Coordinate your brand’s winning media offensive line with this guide’s precise targeting and omnichannel recommendations needed to win the season
The When
Avoid the fumble and keep these key timelines in mind
- 72-Hour Pre-Game Rush: Targeting audiences like CPG shoppers visiting Wholesale Clubs and Grocery Stores leading up to the game ensures those individuals are stocked up on the advertised product.
- Extended Fan: The event has expanded into a multi-day cultural experience encompassing fan-fests, pre-parties, concerts, and travel. Target themes that appeal beyond the core football fanatic as part of the extended fan experience.
The Where
Game Day spending continues to trend upward, with the majority of consumers visiting brick-and-mortar locations to prepare for the festivities. From early planners upgrading home tech to last-minute shoppers grabbing food and fan gear, physical stores remain the primary destination for "Big Game" needs. These are the top brands who saw the largest influx of consumers come through their doors before last year’s game:
- Top Visited Apparel Stores: Abercrombie & Fitch, Dick’s Sporting Goods, Champs Sports
- Top Visited Grocers: Publix, Aldi, Kroger
- Top Visited Retail & Big Box Stores: Best Buy, Walmart, Costco
- Top Visited Discount Stores: Dollar General, Dollar Tree, Family Dollar
The Who
From die-hard fanatics to halftime enthusiasts, the Big Game draws a diverse crowd of high-intent shoppers.
- The In-Person Attendee: This year attendees will make the trek to Levi’s Stadium in Santa Clara to watch the showdown in person. Utilize our real-time targeting tactics to reach attendees and retarget them to keep your offerings top of mind.
- The Die-hard Fan: Heavily engaged with sports betting apps (91% of sports bettors watch the game3), this group shows a high affinity for premium brands like Ruth’s Chris and Four Seasons, presenting a key opportunity for luxury and high-end services.
- The Casual Fan: Motivated by the halftime show, commercials, and social connection. This viewer is a "second-screen" power user, highly likely to be on their phone during the game shopping, scrolling social feeds, or gaming.
- The Host: The primary driver of pre-game retail traffic. Their focus is on cleaning supplies, party prep, and grocery hauls, making it critical to reach them with reinforced messaging in the two-weeks leading up to game day.
- The Global & Multicultural Viewer: Spanish-language marketing offers a high-growth opportunity. With international interest soaring and the Spanish-language broadcast growing exponentially, brands should prioritize localized and culturally relevant creative.
Strategic Tactics & Channel Approach
Recommended Game Day Strategies
| Strategy | Description |
|---|---|
| Second-Screen Synchronization | Leverage precise location-based targeting and omnichannel campaign strategy to hit the right audience at the right point in their multi-day fan journey, even while watching the Big Game. |
| Top Categories | While food & beverage and team apparel & accessories remain popular, note other top categories for Game Day spending like new televisions, decorations, and even furniture. |
| Generational Audience Targeting | In addition to targeting based on interests, tap into generational segments like Gen Z (The Casual Fan), Millennials (The Host), and even Baby Boomers and Gen X. Our data shows that viewership tends to skew towards an older demographic with those aged 65+ outweighing the 34 and under age group3. |
| Online Engagement | Drive and measure online traffic, cart clicks, and website conversions by using GroundTruth’s Pixel (web engagement). This connects your digital engagement with real-business results, providing a full view of the hybrid shopping experience. |
An Omnichannel Approach
Coordinate your presence across multiple screens with real-time mobile proximity based on specific personas to effectively reach your target audience and drive real business results.
- Mobile: Reach shoppers while they’re on-the-go and near your store with On-Premise Mobile targeting.
- Digital Out-of-Home (DOOH): Advertise in strategic physical locations where there may be a large influx of Game Day shoppers.
- CTV | OTT: Leverage content-level targeting to reach households with specific interests, such as entertainment or sports.
- Audio: Reach fans and party-goers while they are listening to their favorite podcasts, streaming radio, and more on-the-go.
- Direct Mail: Personalize your messaging and offers around the Big Game to capture consumer attention.
- Desktop | Tablet: Stay top-of-mind throughout the buyer’s journey with reinforced messaging.
Interested in learning more?
Download our full 2026 Game Day Strategy Guide [HERE], featuring a case study spotlight on how a leading beer brand delivered 17.6X Return on Ad Spend (ROAS) and $1.8 incremental sales during last year’s football season.
For more support, reach out to your GroundTruth representative or selfservehelp@groundtruth.com.
Sources: 1Nielsen, 2NRF, 3S&P Global
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