Havas Media Network Teams Up with VideoAmp to Evaluate if College Football on Linear TV is Worth the Investment for a leading Soft Drink Brand

Perception

Gen Z doesn’t watch sports on linear TV.

Reality

College football continues to rally Gen Z audiences on linear TV.

Overview

​​Amid shifting viewership habits and growth of new and emerging sports, a leading Soft Drink Brand and their agency, Havas, aimed to assess the effectiveness of their longstanding College Football TV buy in reaching target audiences and maintaining share of voice with potential buyers.

The Goal

Grow the next generation of brand buyers by reaching a Gen Z audience, while maintaining share of voice with current customers.

The VideoAmp Playbook

Havas leveraged VideoAmp’s Audience Measurement solution across their College Football campaign to assess:

• Deduplicated reach and frequency across both linear TV and streaming.
• On-target reach of the Brand’s first party audiences and Gen Z category buyers for the 2023-24 College Football season.
• Competitive ad spend and reach of the Brand’s target audience within College Football.

The Score

Linear TV is MVP

• 89% of total campaign reach was derived exclusively from linear, delivering an avg 7x monthly frequency.

College Football Rallies Gen Z

• 60% of the Brand’s Gen Z target audience was reached through their College Football Sponsorship, 90% of which exclusively on TV.

College Football = Must Buy

• 99% Of HH’s reached were exposed to a competitor’s ad in College Football.

Cross Platform FTW

• 60% of the HH’s reached across streaming platforms were incremental to those also reached on TV.

Winning Highlight

College football on traditional TV still wins with Gen Z audiences.