At InStadium, we understand the power of the live environment and the power of live audiences. We have many examples of how we've been able to leverage our network of sports teams along with the engagement of the superior live environment. We integrate booming audio, captivating video and display, branding extensions and mobile and social assets that extend the conversation well past game day. The team at AmpThink has built extensive Wi-Fi networks to "amp up" user experience and has recently produced some fascinating data around fan behavior at college football games in 2016.
Using wi-fi behavior to project fan behavior
The college football findings in the infographic confirm a lot of what we at InStadium believe in and execute on every day, such as the value of the live audience and the importance of mobile integration. At the same time, these metrics also shed light on some surprising behavior.
AmpThink walks through their full methodology and findings in a recent blog article and we agree with their assessment: live sports produces a unique audience in a huge majority of games that allow stadium Wi-Fi networks and the data captured to change sports marketing.
The data AmpThink has compiled for college football can be applied across professional sports as well, as similar data has been collected at NBA, NHL, and NFL venues. "While the length of the season and number of events vary, frequency of attendance is surprisingly consistent across venues and leagues with between 70% and 80% of fans attending just one game per season."
The live audience (and mobile!) delivers engagement
At InStadium, we know that the live audience is special and superior. Data and analyses, like those presented by Amp Think, help to further drive that point home. It's more important than ever to include mobile integration in campaigns - not just to extend the life of your brand activation but to reach consumers in the way they choose to engage.
The live audience is more engaged and more inclined to recall brand messaging. It's an elusive audience that doesn't consume media in traditional ways. And, it's also a unique audience - with each tip-off, puck drop, kick-off, or first pitch bringing an exciting new opportunity for brands to engage live. As we learn more and more about fan behavior, the brand activations become data-driven, smarter, and more effective.
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