Highland Math analyzed a historical index of data transactions going back to 2017. Adjusted for regular holiday seasonality in data spending, audiences related to the National Football League see an even larger spend increase over the holidays. Additionally, spending on NFL-oriented audiences has steadily increased over time — indicating marketers are seeing NFL brand affinities as a way to effectively reach consumers. [display images to see graph]

Spending on NFL-related audiences. Circles represent a buy, with larger circles indicating higher spending amount.