CivicScience captures over one million survey responses daily to turn real-time consumer insights into high-performing advertising. See how leading brands use CivicScience to drive campaign performance here.
CivicScience declared survey data empowers advertisers to build precise, high-value segments for smarter targeting. With the NHL season about to drop the puck, fresh data points to a key play for the banking and financial sector: reaching NHL fans this year. Why?
A glimpse into the millions of daily self-declared responses reveals that NHL fans notably outpace the average U.S. adult when it comes to:
- Investing Growth: 53% expect to have more money invested in the next six months (vs. 42% of U.S. adults).
- Savings Momentum: 52% expect to have more saved (vs. 46% among Gen Pop).
- Bank Switching Intent: 55% are somewhat or very likely to switch banks within three months (vs. 29% of Gen Pop).
NHL fans likely to switch banks in the next three months are not only planning financial moves—they’re doing so with distinctive habits. They’re 14 percentage points more likely to stash cash in a safe-deposit box or hidden away, 10 points more likely to invest in individual bonds or fixed-income funds, and 10 points less reliant on traditional savings accounts.
But these NHL bank-switching intenders aren’t just handling their money and finances alone. They are also far more likely to have used at least one of the following financial services in the past 12 months, including being 10 points more likely to have used a financial planner.
Targeting NHL Fans
Owning the world’s largest, real-time database of declared consumer intent, CivicScience helps advertisers and media companies reach the right audience with the right content at exactly the right time.
With NHL fans being as active as they are in finances and many looking to make moves, like bank switching, CivicScience offers advertisers ways to reach them to capture the momentum:
Premium Content Consumption Patterns
NHL fan banking behaviors reveal distinct content subscription goldmines for financial services targeting. Bank-switching NHL fans over-index 2.5x for online health and fitness content subscriptions (20% vs 8%), while investment-focused fans lead in this category at 2.6x. NHL fans doing more than 50% of their banking online also maintain strong health content engagement at 2.0x, signaling affluent segments prioritizing wellness optimization alongside financial decision-making.
Emotional Advertising Receptivity
The most valuable targeting opportunity emerges in emotional advertising response. NHL fans likely to switch banks are over 3x more likely to say emotional ads resonate with them – the highest over-indexing metric across all behaviors. Investment-focused fans also maintain substantial emotional receptivity at 2.2x, while general NHL fans over-index 1.9x, creating broad emotional advertising opportunities within hockey audiences.
Digital Advertising Influence
Banner advertising influence aligns directly with financial switching behavior. Bank switchers demonstrate 2.8x higher banner ad susceptibility for purchases, while investing NHL fans show 2.0x receptivity. This digital openness mirrors their willingness to switch financial services, indicating strong online acquisition potential through display advertising.
Industry-Specific Plays
- Banks & Credit Unions: Target the 55% likely to switch with emotional and digital campaigns that emphasize competitive offers.
- Investment Firms: Reach the 53% planning higher investment activity with wealth-building products and planning services.
- Fintech & Digital Banking: Engage the heavy online bankers and banner-ad receptive fans with streamlined sign-up experiences and premium digital tools.
- Health & Wellness Brands: Leverage the strong health-content engagement to cross-sell financial wellness and lifestyle products.
The CivicScience Advantage
While traditional marketing stops at “NHL fan,” CivicScience pinpoints financially active NHL audiences—those primed to invest more, save more, or switch banks. Our always-on platform captures their authentic, declared responses on spending patterns, content consumption, and ad engagement, letting you build high-value segments in real time.
Sample NHL Fan Audience Segments Available for Targeting
- NHL Bank Switchers: Emotional-ad receptive (29%), banner-ad influenced (24%)
- Investment-Focused Fans: Paid subscribers to online national news content (25%) and also responsive to humorous ads (46%)
- Digital Banking Leaders: More than twice as likely as Gen Pop to pay for online local news content, 33% hold a positive perception of brands using AI in ads
Key Takeaways for Financial Marketers
NHL fans are not casual prospects—they are financially motivated decision-makers with distinct behaviors. Their elevated investment outlook, strong emotional ad response, and openness to digital influence create a rare moment for acquisition and brand growth.
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Activate Your Campaigns Now
CivicScience delivers real-time data to reach NHL fans before they make their next financial move. Identify the segments most likely to switch, invest, and engage, and convert them with resonated messaging.
