The sights and sounds of the local hockey arena can be instantly recalled by almost every Canadian. Thousands of families from Vancouver to Newfoundland spend hours each week during hockey season (or all year long) at their community rink, which soon becomes like a second home. For this reason, arena advertising has grown to become an excellent way for brands to reach this specific target market. Here are seven things you need to know about this unique advertising method.
- The First NHL Rink Board Ad Appeared in 1980
While NHL teams were permitted to sell ad space on their rink boards for the 1978-1979 season, the first ad wasn’t displayed until 1980 by the Minnesota North Stars franchise. By the end of the decade, every single NHL team featured advertising on its boards.
- There Is More Advertising Space Than You Think
Many people focus on rink boards and ice when they think about arena advertising, but you need to consider all the available ad space arenas have to offer. This includes Zambonis, staircases, doors, seats, and any free wall space both inside and outside the arena.
- There Are Nearly 2,500 Arenas in Canada
The local rink is still a massive part of the landscape of Canada. Nearly 2,500 rinks are found from coast to coast in both large cities and small towns.
- Arena Advertising Reaches the Entire Family
While other forms of advertising may only speak to one individual or need a second touch point to reach the decision maker, arena advertising reaches entire families at the same time. Families visit local arenas multiple times a week and many times with both parents in attendance.
- Canadians Spend an Average of 7 Hours/Week Engaging with Hockey
During the hockey season, the typical Canadian spends seven hours a week engaging with hockey. Even though many Canadians don’t play the game themselves, many remain connected to the game throughout their lives through their children, their favourite team, or the local sports community.
- Arenas Are a Hotbed for Your Target Audience
The majority of arena visitors are in the prime advertising demographic of ages 18-49, and with a large amount of dwell time spent in arenas, advertisements can be seen multiple times a week for hours at a time.
- It’s a Great Opportunity for Experiential Marketing
Giveaways, promotional contests, and other interactive marketing campaigns work extremely well in the arena environment. Spectators and other visitors are likely to be relaxed and engaged, allowing for valuable interactions between advertisers and consumers.