“Generation Z uses Snapchat to enhance their live sports experience. Brand marketers wanting to truly ‘own’ a live sports event can use Snapchat’s advertising products to amplify their brand with Gen Z before, during and after each game. This can engender incremental brand awareness and campaign reach, as seen in past ad campaigns.” – Snapchat Statement
Snapchat is already focused on March Madness, and a new survey may be of interest to college athletic departments.
◾According to Snap Inc. internal surveys, nearly 75% of Snapchatters who intend to watch the 2019-20 NCAA Men’s Division I Basketball Championship use the messaging application while watching live sports.
◾In addition, over 65% of that group will use Snapchat to chat with their friends about the games, and more than 60% will update their Stories during those games, with the same percentage saying they may watch related Snapchat Stories.
Those numbers are impressive and represent a huge opportunity for athletic departments that are active on Snapchat– or want to become active on the platform– to reach fans.
According to data from Nielsen studies commissioned by Snap Inc.:
◾Snapchat is seven times more efficient than television at reaching advertisers’ target audiences, on average.
◾Snapchat saw incremental reach up 23% on average among its advertisers’ target audiences, according to Nielsen.
◾72% of the app’s Gen Z reach was not reached by TV.
The company also shared the results of a multiproduct campaign run by sandwich chain Subway during the 2018-19 NCAA Men’s Division I Basketball Championship tournament, which included Snap Ads, lenses, filters and a takeover of the app’s Discover channel in its attempt to reach Gen Z and millennial consumers.
Kantar, a media research company, found that the campaign drove lifts of six points in ad awareness and eight points in brand affinity, with the latter two figures rising to 13 points and 17 points, respectively, among Gen Z and millennials.
Those stats are something to think about as March Madness approaches.