The Giants Might be Terrible but their Data is 👌
The Dallas Cowboys and Dak Prescott made it clear who's boss in the NFC East with a 40-0 rout of the New York Giants last weekend. The Giants' offense was ugly, with the offensive line allowing seven sacks and Daniel Jones throwing two interceptions. But at Powers Interactive, we’re looking at a lot more than the score. Let’s take a deep dive at who watched the one-sided game and what we can do with the data in the digital space.
How are both audiences alike?
Game watchers in the New York DMA were heavily weighted toward Greek and Italian backgrounds. The viewers are also much more likely to be Catholic or Jewish compared to the rest of their neighbors. Back in Dallas, the audience was equally diverse. Southeast Asian groups had the least interest in both cities. Both audiences under-index for renters compared to the rest of the DMA.
Both the New York and Dallas audiences have similar family structures with roughly the same number of children in the household. In many of our analyses, we see a spike in one-parent homes, or multi-generational families. This was not the case there.
Both audiences also lead the rest of the country in shifting away from linear television. Despite watching the game on linear, the audiences are decidedly not into traditional television. The lack of heavy TV viewership (and radio listenership) here, coupled with an increased use of streaming services are even higher than the rest of their respective DMAs.
How are the audiences different?
In Dallas, we saw the age breaks spread evenly, but in NYC watchers were heavily weighted toward people in their forties and seventies. Dallas watchers were twice as likely to own a fireplace or pool, compared to the rest of their DMA. In addition, Dallas football watchers are twice as likely to have the following attributes, compared to their neighbors:
The Dallas DMA viewers also showed higher levels of interest in:
Dallas watchers, compared to their neighbors, are NOT:
By comparison, New York Giants watchers are different than their non-football watching DMA neighbors in the following ways:
New York Giants watchers are NOT:
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Media consumption matters
Dallas DMA football viewers typically avoid heavy television and radio. They stream at a far higher rate than their neighbors. Additionally, with the growth of streaming audio, traditional radio has fallen by the wayside faster.
Conversely, New York football watchers did show heavier usage of traditional prime time radio. Moreover, in NYC, people are heavy consumers of outdoor media. Billboards and digital out of home work here.
It’s important to meet our targets where they are, and that can change across the country due to lifestyle and cultural differences. In Dallas, streaming TV and audio is the way to go. In NYC, you can more readily meet your targets at home on streaming TV and outside on their walk to work. This is some of the data we look at when writing media plans.
What other shows are they watching?
Sticking to television? We’re a little disappointed but will show you how to reach the same crowd more affordably on television anyway. Dallas football viewers also watched the following shows in the highest concentrations:
….and the top cable news program? Morning Joe. Beyond that, not much news programming. Fox News is most popular, but there are nearly six hundred shows that have a higher concentration of football watchers before we see our first Fox News entry.
Football game viewers in NYC had more diverse viewing tastes:
The fans' favorite cable news shows compared to their neighbors? Also Fox News, but a giant caveat: there are three hundred shows that are a better fit before considering cable news. The top news show is Fox’s Media Buzz, hosted by the former CNN journalist Howard Kurtz. Not exactly a textbook conservative.
And their politics…
Dallas DMA viewers lean (slightly) to the right of their non-watching neighbors and heavily identify as “somewhat conservative”. NYC watchers, however, are much more middle of the road. If this were a political client of ours, we would overlay the voter file with viewership data and have a target segment ready to launch on demand.
What do I do with all this information?
Every data point above, plus thousands of others, is portable. Powers Interactive might pull Democrats in Dallas who are homeowners who watched the game, or conversely football fans in NYC who did not watch the game but might want to hear about it. The ideas are limitless. And once we understand your goals we can offer recommendations tailored to ensure a successful campaign.
Interesting info Charlotte Shackelford!