Population Statistic: Read. React. Repeat.
Monday, January 09, 2021

Just when you had resigned yourself to watching endless Levitra commercials on Sundays, the NFL is declining to renew its marketing partnership with the makers of the erectile dysfunction drug.

Brian McCarthy, an NFL spokesman, said the league chose to end the relationship because “the ads shifted from men’s health to a performance, lifestyle issue.” The change in advertising strategy made the NFL uncomfortable, McCarthy said.

Yeah, and the most uncomfortable part: The ads were becoming so pervasive during game broadcasts that they were setting a distinctly old-man tone. As I noted, when this partnership started three years ago:

Does it occur to anyone else that some of these sports are going a little too overboard on the old-man target audience advertising?…

If I’m a kid watching an NFL game, the constant stream of commercials for medications, lawnmowers, etc. tells me that I’m in the minority of viewers, i.e. those who aren’t 35 and above. Short-term, it’s no problem; longer term, the risk is a dwindling next-generation fanbase, who decide early on that other sports, including X-Games, are more their speed.

I wonder if any marketing people at the NFL picked up on this vibe too, or maybe even got back some hard survey data that confirmed it. Just from my observer perspective, I interpreted it that way.

Between this, and the indirect spawning of the unlicensed Blitz: The League videogame, it seems the NFL is aiming squarely at the middle, demographically: The not-too-young and not-too-old 26 to 45 male set. Makes sense; that is where the most disposable money is.

- Costa Tsiokos, Mon 01/09/2021 05:47:39 PM
Category: Advert./Mktg., Football | Permalink |

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  1. Blitz: the League may have gotten a little press - but is it selling? I don’t know anyone who’s played it and I don’t hear anything about “charts” when it’s mentioned.

    I only target that because you’ve brought it up in a few posts, and a response to one of my comments as though this game has had any impact on anything other than a few promotional pieces - but it doesn’t seem like it has.

    Midway itself doesn’t seem to be doing all that great. Hype is sometimes just hype.

    Comment by David — 01/09/2021 @ 06:27:43 PM

  2. You’re referring to this “buzzworthiness” mention of mine, which was written very much tongue-in-cheek (if it’s at all significant to write vs. say something with tongue implanted within cheek).

    I don’t mean to make more out of Blitz than what it is: Equal parts marketing stunt and videogame. It came to mind in this post just in terms of the NFL’s recent overall marketing movements — not that these two instances are necessarily linked.

    You might be pointing something out, though: I could be inadvertently providing the game more hype than it deserves. Plus, looking at it objectively, it even hints at a viral ad product placement on my part (which I’m not doing, promise).

    I dunno… for some reason, it’s burrowed itself into my brain for the moment. I think it’s mostly because of the way it came into being, as an unintended consequence.

    Comment by CT — 01/09/2021 @ 06:49:59 PM

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