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The juggernaut of the sports world—the NFL—has officially roared back to life, kicking off its new season this past weekend, with a game in Brazil and a Sunday Night Football game for the ages. Sports Business Journal, with exclusive data provided by CivicScience, has already examined some of the key issues and fan priorities that will shape this NFL season, along with the league likely playing a key role in a surge in sports streaming subscription intent. But given the size of the audience and reach of the league, this is only scratching the surface of the data CivicScience has to offer. Here’s what else you need to know as the NFL heads into Week 2:
NFL Viewership Intent is Going Strong Among Fans of Sports… and Taylor Swift
CivicScience data starting back in August finds 75% of those who watch sports report they are at least ‘somewhat’ likely to watch NFL games this year. Likelihood to watch increases with age, with 78% of sports fans aged 65+ planning to tune in, compared to 60% of Gen Z sports fans.
The Taylor Swift effect is looking like it will carry over. Fresh off her podcast debut and engagement to Kansas City Chiefs tight end Travis Kelce, Taylor Swift is once again primed to make an impact on viewership. CivicScience data show 39% of Swifties say they are ‘very’ likely to watch NFL games this year.
Let Us Know: How do you typically watch NFL games?
The Playbook for NFL Viewing Includes Multiple Subscriptions and NFL RedZone (If They Can Access It)
Sports and streaming subscriptions have become particularly intertwined over the past couple of years. CivicScience data reveal 62% those likely to watch NFL games have more than one video streaming subscription specifically to watch sports, including 26% who have 3+ subscriptions.
Beyond streaming as a whole is NFL RedZone—a whip-around show that covers all in-game scoring plays as they happen live on Sundays. It is primed to be a key medium that fans will utilize to watch NFL action this year. While the announcement of the inclusion of ads on RedZone broadcasts this year caused a stir, 40% of NFL fans are still likely to turn on RedZone. That said, nearly one-in-five say they would like to be able to watch but won’t have a way to access it as it typically requires a specific streaming subscription or cable/satellite package add-on.
Game Day Eating Habits and Standout Restaurants Likely Viewers Enjoy
With most NFL games played during common mealtimes and fueling social gatherings, food is a central part of the at-home gameday experience. When it comes to the food they typically eat during sports broadcasts, compared to the broader sports fan base, NFL viewers are less likely to order wings, deli sandwiches, and burgers. Instead, they tend to favor other chicken options—like nuggets, tenders, and whole pieces—as well as Mexican cuisine.
With these food ordering preferences in mind, how does this year’s crop of likely viewers stack up in terms of their patronage at certain restaurants? NFL intenders are roughly 15pp more likely than the Gen Pop to be customers of new NFL sponsor Jersey Mike’s Subs. Likely viewers also outpace the Gen Pop when it comes to dining at another NFL sponsor, Applebee’s, by 7pp.
But there are two restaurants that are not currently league-wide sponsors that, according to CivicScience data, may want to target NFL viewers this year, given their interest in chicken and Mexican food: KFC and Moe’s Southwest Grill. Likely NFL viewers are far more likely than non-viewers to be customers of both brands by at least 12pp. Given fans show an increased propensity to order chicken and Mexican food, this marks an area of opportunity.
Take Our Poll: What’s your favorite snack to eat while tailgating?
The new NFL season looks set to draw strong engagement among Americans, creating an audience that brands can connect with, without having to spend millions on a Super Bowl ad. From the streaming platforms fans juggle to RedZone broadcasts and even the food they order on game day, the NFL presents multiple touchpoints to reach highly engaged consumers throughout the season.
