How To Score Online Sales During The Super Bowl
Perhaps not surprisingly, Google delved into their vast universe of data and found that online shopping had lower numbers across the board during the Super Bowl.
Sessions were down 11% compared to the average for the quarter. Similarly, transactions and conversion rates were down on average 16% and 5% respectively. In both 2013 and 2014, the sessions and transaction numbers for the day of the Super Bowl fall into the bottom quartile for the quarter.
Online purchasing is clearly not a priority during the game (Papa John may care to differ with this assessment), but most other sellers of goods and services might strategize pre- and post-game campaigns to secure some reasonable traffic and sales.
Another tactic is to counter-program your advertising or email campaigns aimed at those who might not watch the event. Get the message out early and create an alternative event of your own. Make it sizzle, though. You’re up against the most-watched television event in U.S. history.
But consider this: In 2014, 111.5 million viewers watched the Seattle Seahawks shellack the Denver Broncos by a score of 43–8. The United States has a population of 316.1 million people. That leaves 204.6 million potential customers not engaged with the big game. And keep in mind, 84% of U.S. households own a computer, and 73% of U.S. households have a computer with a broadband connection, according to Pew Research.
And here’s another consideration: the NFL would have you believe that the game is viewed by over a billion people worldwide. Actually, it is broadcast to about 225 countries, in which a billion people could potentially watch.
But of the 100+ million who do enjoy the game, about 98% are from North America, with 97% coming from the United States. That leaves two to three million viewers in the rest of the broadcast audience worldwide. And it’s a world with over three billion internet connected users.
If you do international sales online, that sound you hear is opportunity knocking from a multitude of potential customers happy to remind you that a football is round, is a game played without helmets, and has an viewership every four years of nearly one billion fanatical fans at a little shindig they call the World Cup.
If there was ever a day to do a little prospecting internationally, Super Bowl Sunday might be the day to try.
You’ve got three billion internet users on the planet, most of whom could not care less about zone coverages or post patterns, but very well may get their game on with a tasty discount and free shipping from a savvy American retailer who wants to savor some dough that doesn’t come in a pizza box.