Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a account? Log In

Are You Ready for Some Football? Experiential Marketing Shows Promise

Caroline Wu
December 12, 2022
Are You Ready for Some Football? Experiential Marketing Shows Promise

Given the rising costs of digital media – not to mention the recent tumult experienced on several social platforms – it’s no wonder that some of the biggest global advertising agencies are looking to augment digital advertising. For example, retail media networks are now taking on a growing role in the brick-and-mortar environment, lending increased marketing and advertising value to physical stores. And just as retail media networks have capitalized on shifting digital advertising trends, so too can experiential marketing networks tap into the growing crowds at live events.

In-Person Is In

At the onset of the COVID pandemic, some of the biggest players in sports and entertainment took an immediate foot traffic hit as musicians had to cancel tours and settle for Zoom concerts and once-packed arenas became ghost towns. But the desire to gather in crowds manifested itself in creative executions, such as drive-in movies and concerts. In the more than two years since, stadium attendance has risen as restrictions eased, resulting in audiences packing recent live sporting events.

Analysis of the 132 stadiums, arenas, and fields tracked by indicates that foot traffic to these venues is strong year over year (YoY). While visitation to various discretionary categories declined starting around June 2022, Americans still think tickets to sporting and other live events are worth it. Event visits throughout the summer of 2022 remained well above last year’s – when people came out in throngs to travel and party – and stadium visits have stayed above or near 2021 levels throughout the fall of 2022.

Super Visits

On February 13th, 2022, the granddaddy of all sporting events – Super Bowl Sunday – took place at SoFi Stadium in Inglewood, CA, with the Los Angeles Rams defeating the Cincinnati Bengals 23-20.

Not surprisingly, analysis of daily visits to SoFi stadium during the NFL season – which measures all visitors to the wider SoFi complex, including parking lots, concourses, and media centers – shows that Super Bowl LVI on February 13th, 2022 was the most populated game at SoFi during the NFL season. 

Super Ads

The Super Bowl is a lucrative event for TV commercials, and brands invest heavily in ads that air during the game. But stadium and surrounding advertising platforms have tremendous potential to reach target audiences as well, and this has implications for events all year long. While a large audience is part of the equation, for experiential marketing to have maximum impact, an in-depth understanding of event visitors is critical.

Analysis of household income of SoFi stadium goers throughout the 2021-2022 NFL season shows that visitor demographics shifted as the season progressed. During the August 14th, 2021 preseason game at SoFi, the average annual HHI of visitors was 106K, and the median was 73K. During the Super Bowl, the average annual HHI skyrocketed to 142K, and the median jumped to 89K. 

Each event has a unique visitor profile – even the same sport in the same venue can have a changing fan base from day to day – and advertisers need to be constantly analyzing their audience. 

Turning Visits into Value

Live sporting and entertainment foot traffic is sustaining a positive post-COVID trend – phenomenal news in its own right. Even more so, the strength of in-person events presents a golden opportunity for experiential media networks; attendees are eager fans – pumped up to see their favorite team or artist – and advertisers have the potential to equate their brands with the electric atmosphere. Plus, these audiences can’t turn off or fast forward through ad content like viewers at home. 

The tremendous advertising value of large crowds could usher in a new age of experiential marketing, but to make the leap, an understanding of target audiences’ demographic and behavioral profile is paramount.

For updates and more data-driven retail insights, visit

Get 3 brand & industry
breakdowns every week

Subscribe to the newsletter

Great! Prepare your inbox for data-driven insights...
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Free
Oops! Something went wrong while submitting the form.
In-N-Out Burger: What to Expect as the Brand Moves East
Location Intelligence Breakdown: Coffee Caps-Off 2022
Digitally Native Brands Lean Into Brick & Mortar
Washington, D.C. Population Changes & Migration Trends
A Location Intelligence Perspective on Macy’s Rightsizing
Amazon-Powered Shopping: The Future of Brick-and-Mortar Grocery?
Cold Weather, Hot Visits: Diving into Winter Resorts
Wawa and 7-Eleven: Leaning Into the “Slurpee Effect”
2022 and Beyond: Catching Up With McDonald’s & Chipotle
Let’s Have Some Fun! Going Out Is In’s Q4 2022 Quarterly Index Adds Industry Executives to Leadership Team To Drive Company's Next Phase of Growth
5 Emerging Retail Formats: 2023’s Brick-and-Mortar Evolution
Grocery Update: Zooming in on the Lone Star State
2022 Office Recap: The Year of the TGIF Work Week
What Lies Ahead for Brick-and-Mortar Luxury in 2023 Mall Indexes: December 2022 Recap
Looking Back on 2022’s Holiday Shopping Season
Post-Pandemic Migration Trends in New York
Top Retailers for 2023
The Live Sports Advertising Opportunity
Domestic Migration to the Mountain States: Small Shifts with Big Implications
New Year, New Food: 5 Dining Trends For 2023
This is Why Shop-in-Shops Are Everywhere
Super Saturday 2022 Recap
The San Francisco Shift
Grocery Year-End Update: Publix in the Spotlight
Three Ways Retailers Can Think Small to Increase Store Impact
Offline Beauty Is on an Upswing
The Evolving Migration Patterns of New York’s Florida Snowbirds Office Index: November 2022 Recap
How Viral Social Media Trends Can Drive Offline Engagement
Are You Ready for Some Football? Experiential Marketing Shows Promise
Mall and Shopping Center Trends For 2023
Retail Corridors and Indoor Malls: A Holiday Head-to-Head
Placer Bytes: Nike, lululemon, and GameStop Update Mall Indexes: November 2022 Update
Black Friday 2022: Consumers Hear the Call
Digitally Native Brands: Taking Off, Offline
Discount and Dollar Stores Leading the Pack
Turkey Wednesday 2022
Retail’s Evolving Holiday Season
Placer Bytes: Starbucks and Department Stores Ahead of Black Friday
Ulta: A Force to be Reckoned With
College Towns Drive Dining Growth
Foot Traffic Trends Reveal Consumers Ready for Holiday Cheer
How Retailers Can Win Big By Going Small
How Are Consumers Feeling Ahead of Black Friday 2022?
Off-Price, Hibbett, and Dick’s Pre-Holiday Check-in
Ho, Ho, Wholesale: Costco, Sam’s Club, and BJ’s
October 2022’s Retail Rebound
Target and Walmart Ahead of the Holidays
Home Improvement: Leave it to the Pros
Despite Inflation, Holiday Season is Off to a Good Start Office Index: October 2022 Recap Mall Indexes- October 2022 Update
Americans Double Down on Fitness
The State of Grocery
CVS and Walgreens: The Wave Continues
Coffee Chains Brewing Up Visits Spotlight: Pizza Players
What Drove COVID-Era Urban Migration Trends?
Kroger and Albertsons: A Merging of Strengths
Texas Roadhouse Innovations Dishing Up Success
Holidays on the Horizon: Mid-Range and Luxury Shopping
McDonald's and Chipotle's Post-Pandemic Success
Announcing’s Q3 2022 Quarterly Index
5 Hot Restaurant Brands for 2023
Target Finds a Winning Deals Day Formula
Five Trends to Watch for 2022’s Holiday Shopping Season
September 2022 Analysis: A Difficult Month and Time for Optimism
Inflation’s Retail Winners
Five Apparel Retailers to Watch Ahead of the Holidays Spotlight: Wawa’s QSR Pivot Mall Indexes: September 2022 Recap Office Indexes: September 2022 Recap
The Impact of Population Growth on Commercial Real Estate 
Starbucks' New Makeover
There's Somethin' About Pumpkin
Expanding Offline Reach
Breakfast Restaurants are Rising in Popularity
The Power of Labor Day 2022
Tourism in Miami Heating Up
Citi Trends on the Rise
Reaching Rural Consumers Through Retail Media Network
Darden Restaurants Cooking Up Success
The Home Improvement Sector: A Sign of Consumer Confidence
QSR Is Having a Northeastern Growth Spurt
Domestic Migration’s Ripple Effects
A Look Back at Back To School 2022
Kroger Digital Tell-All
The Return of In-Person Networking
The Reinvention of the American Mall Office Building Indexes: August 2022 Recap Mall Indexes - August 2022 Recap
Five Below’s Back to School Success
Plus-Size Fashion’s Staying Power
Placer Bytes: Best Buy & GameStop 
Petco Barking Up the Right Tree