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3 Reasons Your Business Can Win Big with Sports Advertising

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By Shauna Wimer
Midco Director of Advertising Sales

Dedicated. Engaged. Loyal. Those words very accurately describe sports fans – and it kind of sounds like an understatement, doesn’t it?

Whether you love sports or not – as a business owner, you’re just as passionate about your work as a fan is about a favorite team or sport. You know what it’s like to feel that fevered, fanatic passion. When you invest some of your marketing budget in sports advertising, you have a fabulous opportunity to attract those passionate fans to your business.

That’s because sports fans remember your business better when you advertise during live sports1 – since the ads are associated with their favorite sports and teams. So, how can your business get started? There are a few things to know about these fans.

1. Prefer Live Games

Sports fans consider live sports programming “appointment television.” They schedule live sports viewing into their lifestyle, not missing a moment of their favorite game. This is a devoted consumer group. In fact, 94% of sports programming is viewed in real time – LIVE.2 Businesses can rely on the power of live sports programming to promote time-sensitive marketing plans.

And cable TV certainly offers you the advantage of a large consumer base. Of the 10,000+ sporting events broadcast live every year, cable TV delivers 96% of the sports programming options. Week after week, sports rank toward the top of the best and most-watched programs on TV.3 Marketers rely on cable TV sports to consistently deliver large viewing audiences.

2Loyal, Active & Diverse

Sports fans’ loyalty can run just as deep about the brands associated with their favorite sports, teams or athletes. Think about the big fans you know – such as NASCAR lovers, who proudly don their favorite driver’s gear. They essentially serve as a walking billboard for the driver’s sponsors.

Your business doesn’t need national-level participation or multi-million dollar contacts to make an impact. With cable TV and digital advertising, your business gets in front of local customers who are fans of national sports and teams. It’s also important to consider the devotees to regional collegiate sports teams – Augustana, NDSU, SDSU, UND, KU and USD – each with their own claims to fame and loyal following, no matter how teams are performing.

Wherever you want to be seen in sports, it’s possible with your business’ budget.

Another thing about sports audiences – they’re much more diverse than you might think. In fact, women make up nearly half of the viewership across major sport programming. Strong, measurable audiences are found anywhere from 12-17 through 50+. Overall, sporting events can reach more than 90% of all TV viewers.1

3. Engaged on Multiple Screens

Sports audiences pay attention. In fact, studies show that fans pay attention to ads alongside live sporting events and scores, and are more likely to buy from the businesses they see. Not only are fans watching, they’re interacting. A mobile device or second screen is often in play.

For example, our own Midco Sports Network® and many other sports networks also stream their content – so viewers can watch on their TVs and on their devices. Add in that sports fans are often checking game scores and progress on websites and their favorite apps – where you can also place digital ads.

Essentially, you have the opportunity to share your message on multiple screens. And research has shown that using a combination of live sports and digital advertising can increase both consumer reach and recall. It’s a winning combination for your business.

One More “Did You Know”

If reaching potential customers who love regional sports is up your alley – MidcoSN may be the ticket. This fall and winter season, MidcoSN is producing more live sports than ever – with more than 45 live high school and college games in the Dakotas and Minnesota. We’re also kicking off MidcoSN in Kansas with live high school football on Friday nights this fall – and a full schedule starting in November.

Advertising options on MidcoSN include your own TV commercials – as well as sponsorship of tournaments and show segments – an advertising tactic that’s been especially beneficial for our customer CU Mortgage Direct.

Learn More

Find out how your business can boost reach, name recognition and business at Midco.com/SportsAds.

1 ARF: How Advertising Works
2 comScore data
3 Nielsen Npower

About Shauna Wimer

Shauna Wimer

As Director of Advertising Sales, Shauna Wimer and her team help businesses create successful digital and cable TV advertising campaigns across the Midwest. She holds a bachelor’s degree from Minnesota State University, Moorhead – and is a member of the American Advertising Federation of North Dakota and Women in Cable Telecommunications (WICT). Wimer is a volunteer and board member for Ronald McDonald House Charities of the Red River Valley.

About Shauna Wimer

Shauna Wimer

As Director of Advertising Sales, Shauna Wimer and her team help businesses create successful digital and cable TV advertising campaigns across the Midwest. She holds a bachelor’s degree from Minnesota State University, Moorhead – and is a member of the American Advertising Federation of North Dakota and Women in Cable Telecommunications (WICT). Wimer is a volunteer and board member for Ronald McDonald House Charities of the Red River Valley.

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