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Audiences that move with the moment. Built from live signal across the open web, refreshed continuously, ready to activate — or to make your own.

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Cultural

Big Game Hosting

The interests, motivations and behaviors of hosts and viewers planning the party around the broadcast.

What the model sees

Built to understand the party, not just the game: what's on the table, what's in the cooler, who's watching for the halftime show and the ads, and who's ordering in instead of cooking.

Stands outCoreRelated

What stands out

  • Tex-Mex, jalapeño, habanero, hot sauce

    The menu is spicier than wings and dip. Heat and Tex-Mex flavors lead, which is a signal for snack, sauce and grocery brands.

  • Barbecue, grilling

    Hosts are cooking outdoors in February. Grill and barbecue brands have a winter moment most plans miss.

  • Pizza, Buffalo Wild Wings

    A large share is ordering, not cooking. Delivery and restaurant brands are in the same audience as grocery.

  • Halftime show, counterprogramming, concerts

    Part of the room isn't watching for football. The music and the ads are their own audience, and they're planning around them.

Skews men, 25 to 44, households with kids — strongest in Tennessee, Kansas, Missouri, Minnesota and Texas.

Activate this audience

Your audience may look different.

This audience is one way to understand the moment. Make it yours.

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Make it yours

Big Game Hosting is the starting point. Change anything, then build it under a free account.

Rewrite it for your campaign.

Everything here came from the audience. Drop what doesn't apply.

Optional. Name what the audience should also pick up — products, behaviors, a region, a life stage.

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