NFL, College Football Audience Overlap Minimizes Incremental Reach (Report)

NFL and college football TV audiences aren't the separate islands that conventional wisdom has long suggested.

A new report from VIZIO Ads (using Inscape ACR data) spotlights how these audiences overlap significantly, and how a very small portion of TV audiences exclusively watch college football over the NFL. More highlights from the report's data on audience overlap below:

• While 35% of active VIZIO devices watch the NFL, 25.7% watch college football – and 22% watch both.
• Just 3.7% of TVs only watch college football, versus just 13.3% only watching the NFL.
• From an incremental reach standpoint, advertising during both sports actually provides little in the way of new audiences, suggesting that brands could get better ROI by simply advertising during one or the other.