OOH Today’s Stat of the Week – Powered by StreetMetrics
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OOH Today’s Stat of the Week –Powered by StreetMetrics
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The strongest way to reach Soccer Fanatics changes city by city, and that’s the opportunity
The Stat: Soccer Fanatics over-index on every inventory type measured, but the top format shifts by market. Billboards peak in Philadelphia (369), Place-Based leads in Kansas City (368) and Houston (360), and Street Furniture tops out in Orlando (279). Different formats, different cities, all well above the national average.
Who They Are: Soccer Fanatics is a behavioral audience, defined by attending matches and consuming soccer content rather than by age or income, so OOH reaches declared fans right where they already gather.
The Insight: There is no one-size-fits-all format for this audience. A fan in Philadelphia is best caught on billboards, while in Houston and Orlando the same fan over-indexes hardest on place-based. That variation is the point. A multi-format plan tuned to each market reaches Soccer Fanatics more efficiently than any single buy, and it determines whether or not the city is hosting a World Cup match.
The Takeaway: Don’t pitch one format and call it a World Cup plan. Operators should lead with their market’s strongest type and package the supporting formats around it, billboards plus place-based in Philadelphia, place-based plus billboards in Kansas City. Pull your market’s Soccer Fanatics index across formats and build the mix that fits.
Reach out to cameron@streetmetrics.com to learn more.
StreetMetrics sponsored this post.
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