315,993
Bars & sports bars
Runs inSunday Window Takeover, Thanksgiving Triple, Christmas Football, Saturday Night Doubleheaders
QSRtelecombeerdelivery
Football season 2026-27
The biggest audience in America makes its decisions off the couch.
On game day, fans are at the bar, in the grocery aisle, at the pump and on the highway. Goldfish plans football season on 2M+ screens in the census blocks where fandom runs hottest, timed to the real schedule, and runs it in your own DSP.
Open a sample plan map →
- 100,000+ DOOH plans built
- Plans used by WPP, Omnicom and Publicis agency teams
- Plans in one business day
- Run in your own DSP or fully managed
- Bowl game plan run December 2025
- 100,000+ DOOH plans built
- Plans used by WPP, Omnicom and Publicis agency teams
- Plans in one business day
- Run in your own DSP or fully managed
- Bowl game plan run December 2025
- 403,274 screens in the most football-crazy blocks
- 290 stadiums mapped
- 11 live plans you can open today
The case for screens
Why football fans are an out-of-home audience
Eight reasons, each with a number you can take to the client and the screens that go with it.
- 01
Football is America's biggest live audience, and a lot of it isn't at home.
18.7MAverage viewers per game in the 2025 NFL regular season, the 2nd-best ever
Sports Video Group / SportsPro, Jan 2026
~13%Share of NFL viewing that happens out of home on average (2024). For some games, 30-40%
Nielsen, 2024
Goldfish: 2M+ screen placements across 19 football venue types (Goldfish planner, Sept 25, 2026).
- 02
The sports bar is a main viewing room.
29%People who'd rather watch at a sports bar. Exactly as many as prefer home
DIRECTV for Business survey, Sept 2026
66%Bar-goers who watch regular-season games at bars. 69% for the playoffs, 62% for the Big Game
DIRECTV for Business survey, Sept 2026
Goldfish: 315,993 bar placements. Sample plan 69802 holds 139,897 bar, casual-dining and sports-venue placements in blocks indexing 110+ for NFL (avg 120).
- 03
Game day starts in the store.
213.1MAmericans who planned to watch the Big Game in a record spending year. 121.1M planned to host or go to a party, and 18.2M planned on a bar or restaurant
NRF, Jan 2026
+25%Restaurant wing sales on in-season Sundays (2023 season). Lagers +23%, hard seltzer +47%
Toast, 2023
Goldfish: 267,705 grocery, 172,629 c-store and 19,610 liquor placements. Plans 69804 and 69819 put 78,293 of them in blocks indexing 115+ (avg 167).
- 04
Fans drive to the game past your screens.
25 miHow far NFL fans drive to home games (2024). 23-27% of stadium visits come from out of state
Clear Channel RADAR via The Drum, 2024
~991 miMiles college fans travel a year to games (2025). 57% stay overnight, 81% run on caffeine, and they're up at 7:42am (7:06am for SEC and Big Ten)
Talker Research / Holiday Inn Express, 2025
Goldfish: 44,934 roadside and highway boards and 178,845 gas placements. Some suburban stadium rings are thin (Arrowhead 116, Gillette 166, Highmark 293), so the corridors do the work. We'll tell you when that's the case.
- 05
Where the ring is dense, own the hours around kickoff.
70%NFL game attendees who plan to tailgate (2023). 64% of college attendees
Prodege, 2023
Goldfish: 52,099 placements inside 2 mi of the 30 NFL stadiums and 75,312 inside 2 mi of the 138 FBS stadiums. Every FBS stadium has some (plans 69803, 69806).
- 06
Fandom lives on the block.
195MCollege sports fans. Division I is in 98 of the top 100 DMAs, compared with 42 markets that have pro teams, and college fans over-index on household income
Learfield Fanbase Report
Goldfish: NFL fandom is flat by DMA (92-110), but blocks indexing 115+ average 169. Plan 69810 holds 403,274 placements in those blocks, with cookieless cohorts for all 32 teams.
- 07
Buy the real schedule.
57.2MChiefs-Cowboys on Thanksgiving 2025, the most-watched regular-season game ever. The three games averaged a record 44.7M
NFL.com, 2025
11College regular-season games over 10M viewers in 2025, a record. Michigan-Ohio State drew 18.4M, the CFP averaged 16.3M and the title game hit 30.1M
On3/Yahoo; Sports Media Watch, 2025
Goldfish: Rings run on home weekends only, team segments pause on byes, a primetime reserve moves to flexed games and creative swaps within hours. 57 dates, each with a play.
- 08
Out-of-home works at the big moments, and the channel keeps growing.
~6 in 10Adults who recall OOH ads for major sporting events. 90% of them took action, and 99% of fans who went to a game after seeing OOH spent money locally
OAAA + Harris Poll, Sept 2025
+10.7%OOH revenue growth in Q2 2026 after a record 2025. DOOH is 38.4% of the total and grew +18.5%
OAAA, 2025 / Q2 2026
Goldfish: Proof-of-play reporting per tactic, geo holdout tests and an independent brand lift study on request.
Proof
Receipts
Bowl game, two phases
Phase one reached college football fans across the host DMA. Once the matchup was announced, phase two switched to fans of the two teams, with matchup-specific creative live within 24 hours of team selection. December 2025.
100,000+
DOOH plans built. Football season is a lot of plans. We’ve done this before.
A pro sports team used Goldfish to sell spring-training tickets.
Clients include agency teams at WPP, Omnicom and Publicis.
~6 in 10
Adults who recall OOH ads for major sporting events. 90% of them took action, and 99% of fans who went to a game after seeing OOH spent money locally
OAAA + Harris Poll, Sept 2025
Pick a lane
Sundays, Saturdays or both
NFL
Pro Sundays →
30 stadium markets. 32 team-fan cohorts.
College
College Saturdays →
138 FBS and 128 FCS programs, bowls included.
Friday Night Lights · for local brands
The football weekend, by the hour
When the screens earn their keep
Friday, Saturday and Sunday, hour by hour, in Eastern Time. The darker the cell, the more plays are running. Click any hour to see what’s live, from the 9:30am breakfast game to the 1am late-food run.
| 12a12a | 1a | 2a | 3a3a | 4a | 5a | 6a6a | 7a | 8a | 9a9a | 10a | 11a | 12p12p | 1p | 2p | 3p3p | 4p | 5p | 6p6p | 7p | 8p | 9p9p | 10p | 11p | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Fri | ||||||||||||||||||||||||
| Sat | ||||||||||||||||||||||||
| Sun |
Hours in ET. Darker means more plays running.
Sun · 1p ET
- Sunday window takeover
Play 1 · Sunday Window Takeover
Fan journey
The fan is never on the couch when the decisions get made
Toggle between an NFL Sunday and a college game week. Each card shows what fans are doing, the proof behind it and the screens that reach them.
- 01 · Plays 5, 9, 39
T-48h: the stock-up
Grocery, liquor and c-store runs for the home watch party
Record per-person Big Game spending. On Sundays, wings are +25% and lagers +23%.
Grocery entrance/checkout · Liquor · C-store
- 02 · Plays 4
Game-day morning
Coffee, breakfast, gas, maybe the gym
Games from Europe kick off at 9:30am ET, which puts breakfast football on 6 Sundays this season.
QSR · Gas pumps · Gyms
- 03 · Plays 2, 3
The drive in
Up to 25 miles to the stadium
23-27% of stadium visits come from out of state.
Highway/roadside billboards · Gas
- 04 · Plays 2
The ring
Parking, tailgating, the walk in
70% of attendees plan to tailgate.
Street furniture · Bars · C-store inside 2 mi
- 05 · Plays 1, 17
The watch party
Bars, restaurants, a friend's basement
29% would rather watch at a sports bar, and 66% of bar-goers watch regular-season games there. At home, DoorDash peaks from 6:00-6:30pm ET on Big Game Sunday.
Bars · Casual dining · Sports venues
- 06 · Plays 14
The ride home
Rideshare and something greasy
Drives home run up to 25 miles (RADAR), so the "get home" and late-food creative stays team-agnostic.
Rideshare tops · QSR
- 07 · Plays 15
Monday morning
Commute, office, the gym recap
Office · Transit · Gyms
- 01
Thu-Sat of game week
Fans are planning the trip. They cover about 991 miles a season, and 57% stay overnight.
Roadside and highway boards plus urban panels inside 5 mi of the stadium and on inbound corridors
- 02
Fri 3pm → Sat noon
The last-minute tailgater supply run.
Grocery, liquor, c-store and gas in the stadium DMA
- 03
Sat morning
81% run on caffeine, and SEC and Big Ten fans are up at 7:06am.
Coffee, QSR, gas, hotels
- 04
Kickoff −6h to +3h
Tailgate, walk in, walk out.
2-mi ring: bars, street furniture, rideshare
- 05
All day Saturday, alumni markets
Watch parties a long way from campus.
Bars and restaurants in alumni-heavy DMAs far from campus
- 06
Sunday-Monday
Heavy up as soon as the location is announced.
The GameDay flex reserve moves to next week's host city
Audience
NFL fans live everywhere. The superfans live on specific blocks.
At DMA level, NFL fandom is flat, with almost every market between an index of 92 and 110. Zoom to the census block and it isn’t: blocks indexing 115+ for American football average 169. That’s the difference between buying a city and buying the neighborhoods that actually host the watch parties.
DMABlock
92-110
NFL index range across DMAs. Basically a flat line.
169
Avg. index in blocks indexing 115+ (169 at full block view)
College football is regional. These DMAs lead the index.
- Birmingham122
- Columbus-Tupelo, MS118
- Montgomery114
- Huntsville112
- Lincoln, NE111
- Wichita110
Nielsen Scarborough’s College Football Fandom Index agrees: Birmingham 230, Des Moines-Ames 212, Columbus OH 205.
For NFL, go block by block. For college, go market by market, then block by block.
Venues
Where fans actually are on game day
315,993 bar screens. 267,705 in grocery. 281,106 riding around on rideshare tops. Pick a tab to see where each group fits in the weekend.
2M+ screen placements across 19 venue types, in the places fans actually spend game day.
A placement is one screen face in the planner. Counts pulled Sept 25, 2026, and they change daily.
233,704
Casual dining & QSR
Runs inSunday Window Takeover, Breakfast Football, Saturday Night Doubleheaders, Game or Date? (Valentine’s collision)
QSRdeliveryBeerrideshare
49,692
Sports & recreation venues
Runs inSunday Window Takeover, Sportsbook 21+
Beer/RTDQSRdeliverytelecom
108,661
Movie theaters
267,705
Grocery (entrance, aisle, checkout)
Runs inThanksgiving Triple, Christmas Football, Big Game Stock-Up, Game or Date? (Valentine’s collision)
CPGtelecombeerbeer/spirits
172,629
Convenience stores
Runs inThanksgiving Triple, Christmas Football, Big Game Stock-Up, Primetime Nights
CPGbeerQSRbeer/spirits
19,610
Liquor stores
Runs inThanksgiving Triple, Big Game Stock-Up, Tailgate Supply Run, College Heartland Always-On
CPGbeerbeer/spiritssnacks
178,845
Gas stations (pumps & shops)
Runs inRoad to the Stadium, Breakfast Football, Game-Week Build, Tailgate Supply Run
insurancetelecomCPGAuto
29,318
Malls
Runs inGame or Date? (Valentine’s collision), Merch Markets, Women Fans, Draft Week DC
apparelRestaurantsflowerschocolate
281,106
Rideshare tops & in-car screens
Runs inRide Home, Under the Lights (night games)
QSRdeliveryrideshareinsurance
44,934
Roadside & highway billboards, spectaculars
Runs inRoad to the Stadium, Merch Markets, Game-Week Build, College Heartland Always-On
insuranceAutotelecomretail
55,638
Street furniture (urban panels, bus shelters)
Runs inGame-Week Build
Sports nutritionbeveragesCPG
10,483
Airports
Runs inThanksgiving Triple, Christmas Football, Big Game Week (host city), Away-Fan Welcome
travelbeveragesTravelhospitality
8,858
Transit (subway, rail)
Runs inMonday Morning Quarterback, New York Football Saturday: Army-Navy + Heisman, Streaming Tune-In, Fantasy Playoff Push
telecomsports mediaB2Bfinancial
31,175
Hotels
Runs inChristmas Football, Away-Fan Welcome, Homecoming & Parents Weekend, Championship Saturday
TravelhospitalityQSRtelecom
120,398
Office buildings
Runs inMonday Morning Quarterback, Streaming Tune-In, Fantasy Playoff Push
telecomB2Bfinancialhealth
110,298
Apartment buildings
Runs inStreaming Tune-In, Student Section, Under-21 Safe
Streamersnetworkspay TVTelecom
57,098
Gyms
Runs inBreakfast Football, Monday Morning Quarterback, Women Fans, Fantasy Playoff Push
energy drinksCPGtelecomhealth
5,932
Colleges & universities
Runs inSportsbook 21+, Homecoming & Parents Weekend, Road to Las Vegas (CFP), FCS Playoffs & Nashville
SportsbooksDFSfantasy appsHotels
Season calendar
Coming up next
Sat Sept 26 · College
Texas at Tennessee (GameDay Week 4); State Fair Classic
Knoxville; Dallas
Sat Sept 26 · College
Also: Illinois at Ohio State (FOX Big Noon Kickoff); Oklahoma at Georgia; South Carolina at Alabama; Boombox Classic; Penn State Homecoming vs Wisconsin
Columbus; Athens; Tuscaloosa; Jackson MS; State College
Sun Sept 27 · NFL
Rio game (4:25pm, CBS): Dallas home game played abroad
Rio de Janeiro; Dallas-Ft. Worth DMA
October (Crucial Catch) · Nov 5-9 cluster (Salute to Service, Veterans Day Nov 11) · early Dec (My Cause My Cleats) · late Dec (Inspire Change) · NFL
League cause moments
National
October · College
Homecoming season (most schools)
All college towns
Fri Oct 2 · College
Northwestern opens new Ryan Field vs Penn State
Evanston
Category playbooks
Pick your category. We’ve already done the homework.
Fourteen recipes, one per kind of advertiser. Each lists the plays that usually run together. Open one to see the mix.
QSR & delivery
Three occasions, three line items: the pre-game meal, the watch-at-home pickup or delivery, and the post-game stop. We buy screens within 1 mi of your stores, plus bars and rideshare. DoorDash peaks from 6:00-6:30pm ET on Big Game Sunday, so be on screen by 5.
Plays: 1 Sunday Window Takeover, 2 Gameday Ring, 14 Ride Home, 17 Primetime Nights, 4 Breakfast Football
Beer, spirits & RTD
21+ venues only: bars, liquor stores, grocery beer aisles, and stadium rings off campus. Heavy up for Thanksgiving Eve and the Big Game stock-up. On football Sundays, lagers are +23% and hard seltzer +47%.
Plays: 1 Sunday Window Takeover, 5 Thanksgiving Triple, 10 Big Game Stock-Up, 23 Tailgate Supply Run, 39 Stock the Fridge
Insurance
Insurers held 4 of the top 5 NFL TV advertiser slots in 2025-26. DOOH adds the drive: road-to-stadium corridors, gas stations, weather-triggered creative and rideshare.
Plays: 3 Road to the Stadium, 16 Weather-Triggered Tailgate, 24 College Heartland Always-On, 14 Ride Home
Auto & dealers
Gameday surround. Stadium rings, tailgate bars and 5-mi exit routes, scored with in-market audiences and reported by dealer.
Plays: 2 Gameday Ring, 3 Road to the Stadium, 24 College Heartland Always-On, 8 Playoff Push
Wireless & telecom
Second screen, streaming, betting and fantasy all run on your network. Be in the bars, on transit and in the stadium rings, with Spanish-language creative in Hispanic markets.
Plays: 1 Sunday Window Takeover, 18 Hispanic Fans / Mexico City Night, 40 Streaming Tune-In, 15 Monday Morning Quarterback
Sportsbooks, DFS & fantasy
Legal-state geofence, 21+ venues, nothing near campus. Pre-kickoff and primetime windows, with AMAP sports-bettor and fantasy cohorts.
Plays: 20 Sportsbook 21+, 1 Sunday Window Takeover, 7 Saturday Night Doubleheaders, 17 Primetime Nights
CPG snacks & grocery
Stock-up windows Thursday through Sunday, holiday football and the Big Game, on path-to-purchase screens in blocks indexing 115+.
Plays: 39 Stock the Fridge, 5 Thanksgiving Triple, 6 Christmas Football, 10 Big Game Stock-Up, 23 Tailgate Supply Run
Streaming & networks
Tune-in creative 3 hours before exclusive games. One OOH playoff tune-in study showed +23% tune-in among exposed fans.
Retail, apparel & merch
The top merch-index DMAs (Kansas City leads at 280), malls, score-agnostic playoff city creative and the Black Friday game.
Plays: 12 Merch Markets, 8 Playoff Push, 5 Thanksgiving Triple
Banks, credit unions & local business
College rings, homecoming, Friday nights and extensions of team sponsorships.
Plays: 21 College Saturday Rings, 28 Homecoming & Parents Weekend, 37 Friday Night Lights, 41 Season-Ticket & Renewal
Health systems & sports medicine
Youth and high-school football, gyms, women fans and a generic Crucial Catch month. Hospital systems have signed jersey-patch and official sports-medicine deals, so the category is already in the game.
Plays: 37 Friday Night Lights, 19 Women Fans
Travel, hospitality & tourism
Away fans, bowl cities, championship Saturdays, Las Vegas title week and Big Game week in LA.
Plays: 13 Away-Fan Welcome, 29 Championship Saturday, 30 Bowl City Two-Phase, 31 Road to Las Vegas (CFP), 9 Big Game Week (host city)
Teams, bowls & event hosts
Ticket sales and renewals. We ran a bowl two-phase flight in Dec 2025, with matchup-specific creative live within 24 hours of team selection.
Political & advocacy (2026 midterms)
Saturday and Sunday audiences through Nov 3 in battleground DMAs, on bar, gas and grocery screens in fan blocks.
Plays: 1 Sunday Window Takeover, 21 College Saturday Rings, 24 College Heartland Always-On
See the political DOOH guideBudget
What a football budget buys, roughly
Slide through four tiers to see an illustrative mix of plays and market footprint. Your plan gets built around your markets and your moments.
$100K
3-5 DMAs
Watch parties plus home-weekend rings in a handful of markets.
- Gameday Ring30%
- Ride Home10%
An illustrative mix by play, not a proposal. Every plan includes proof-of-play reporting per tactic. Larger plans can add an independent brand lift study.
Live plans
11 plans, already built. Open one and steal it.
Every plan below is live on client-map.media-dooh.com with a map and a proposal. Start from the closest one and change the markets, flight and budget.
Map loads when you scroll here
Open full mapOpens on client-map.media-dooh.com
- MapProposal
NFL Sunday Watch Party - Bars & Restaurants
139,897 bar, casual-dining and sports-venue placements in census blocks indexing 110+ for NFL interest (avg. block index 120)
- MapProposal
NFL Gameday Rings - 30 Stadiums (2 mi)
52,099 placements inside 2-mile rings around the 30 NFL stadiums; plan filters to roadside, street furniture, gas, c-store, bars, dining, sports venues and rideshare tops
- MapProposal
Holiday Football - Grocery, Liquor & C-Store
78,293 grocery, liquor and convenience placements in blocks indexing 115+ for American football interest (avg. index 167)
- MapProposal
Big Game Week - Los Angeles
SoFi 3-mi ring 2,692 · LAX 2-mi 1,277 · Santa Monica State Beach 2-mi 1,049 · downtown LA 2-mi 4,321 (provisional until event venues are posted; 20-30% held as flex reserve)
- MapProposal
Big Game Stock-Up - Grocery, Liquor & C-Store
78,293 grocery, liquor and convenience placements in blocks indexing 115+ for American football interest (avg. index 167), the 5 days before the Big Game
- MapProposal
College Saturday - 138 FBS Stadium Rings (2 mi)
75,312 placements inside 2-mile rings around all 138 FBS stadiums; every FBS stadium has inventory inside 2 miles; flight runs through the CFP first round on campus (Dec 18-19)
- MapProposal
College Football Heartland - Index 120+
255,582 roadside, gas, c-store, grocery, liquor and bar placements in blocks indexing 120+ for college football interest (avg. index 138)
- MapProposal
College Football Championship Week - Las Vegas
5,701 placements across the Allegiant Stadium, Harry Reid airport and Strip rings
- MapProposal
HBCU Classics, Celebration & Legacy Bowls
10 rings (3 mi), each flighted its game week: Jackson MS 366 · Audi Field DC 6,396 · Ladd-Peebles Mobile 648 · Reliant Houston 1,386 · Legion Field 835 · Lincoln Financial Field 2,128 · Camping World 1,430 · Superdome 3,095 · Mercedes-Benz Stadium 6,222 · Center Parc Stadium 4,523 (the two Atlanta rings overlap)
- MapProposal
New York Football Saturday - Army-Navy + Heisman
MetLife 3-mi ring 1,211 · Penn Station/Midtown 1-mi 8,689 · Lincoln Center area 1-mi 3,641 (Army-Navy 3pm CBS and the Heisman ceremony, same day)
- MapProposal
Always-On Football Fan Network (NFL + College)
403,274 placements across every venue type in blocks indexing 115+ for American football interest (avg. index 169)
Compliance & creative guardrailsThe rules, so your legal team doesn't have to go find them
- League and team marks
- Only official sponsors may use league or team names, logos, uniforms, player likenesses, “Super Bowl®” or “Super Sunday®.” Use “the Big Game,” “game day,” “football season” and city names. No “congratulations” or “good luck” ads aimed at teams. Outcome-based creative is score-agnostic and city-level only. No tickets in sweepstakes.
- College marks
- School names that imply affiliation, logos, mascots and conference, NCAA or CFP marks all need a license. Use “Saturday,” “rivalry weekend” and Goldfish or advertiser brand colors. NIL covers the athlete, not the uniform.
- Alcohol
- Industry codes require 73.6% (beer), 73.7% (wine) and 73.8% (spirits) of the audience to be 21+. That means 21+ venues, off campus, following state distance-from-school rules.
- Team colors
- Never combine a team color scheme with city and football imagery. That's a trade-dress risk even without logos (LSU v. Smack Apparel). Use Goldfish or advertiser brand colors.
- Prediction markets (sports event contracts)
- Treated like sportsbooks: 21+ venues, no campus or campus-adjacent screens, no college-athlete likeness and no league, team or “Big Game” references. Excluded in any state with active enforcement, currently including CT (which ordered nine platforms to halt advertising on Sept 16, 2026), NV, MI and UT, plus other orders and injunctions, re-checked weekly. The NFL bars prediction-market ads from its broadcasts, and the NCAA has asked the CFTC to halt college contracts. Legal review before every flight.
- Clean zones
- Host cities often set up temporary commercial-sign “clean zones” around major events (New Orleans ran a nine-day zone for the 2025 Big Game). Before Big Game week in LA/Inglewood and the Jan 25 title game in Las Vegas, we check for any ordinance and keep creative on permanent, permitted digital screens.
- Sportsbooks
- 31 states + DC have legal online betting (verified before launch). Wisconsin legalized tribal mobile betting in Apr 2026 but isn't live, so no app promotion there until launch. No ads in AL, AK, CA, GA, HI, ID, MN, OK, SC, TX or UT. In retail-only states (MS, MT, NE, NM, ND, SD, WA), don't promote apps. AGA code: 73.6%+ of the audience 21+, no campuses, no college partnerships or college-athlete NIL, and no “risk-free.” College player props are banned in 13-15 states.
- This page
- Uses “NFL” and team and school names only as factual descriptors. No logos, no team photos. Goldfish Ads is not affiliated with, sponsored or endorsed by the NFL, NCAA, any conference, bowl or team. All trademarks belong to their owners.
- How we plan
- Proof-of-play reporting per tactic. Brand lift is measured with an independent brand lift study. Maps and proposals live only on client-map.media-dooh.com.
Goldfish Ads is not affiliated with, sponsored or endorsed by the NFL, NCAA, any conference, bowl or team. All trademarks belong to their owners.
Get your football-season plan: map, screens and flight, in one business day
What happens after you click
- 01
Tell us the moment. Markets, teams or conferences, dates. Two minutes.
- 02
Get the plan in one business day. A live map of the screens, the venue mix and the flight, shared on client-map.media-dooh.com, like the 11 sample plans on this page.
- 03
Run it your way. Deal IDs in your own DSP, or fully managed. Programmatic creative swaps within hours. Proof of play per tactic.
- 100,000+ DOOH plans built
- Plans used by WPP, Omnicom and Publicis agency teams
- Plans in one business day
- Run in your own DSP or fully managed
- Bowl game plan run December 2025
14 days to “Super Saturday”: Georgia at Alabama; Red River; USC at Penn State White Out (NBC, 7:30pm ET). To be live for it, send the brief by Wed Sep 30.
Rather talk? Book 20 minutes, email info@goldfishads.com, or call Andrew at 646-220-5873.
FAQ
Questions buyers ask us in August (and again in January)
How many screens can a football-season plan reach?
Goldfish plans across 2M+ screens in 19 venue types. The Always-On Football Fan Network sample plan alone holds 403,274 placements in census blocks indexing 115+ for American football interest.
Why target by census block instead of DMA?
NFL fandom is national, so at DMA level almost every market indexes between 92 and 110. That tells you nothing. Blocks indexing 115+ for American football average 169. For NFL, go block by block. For college, go market by market first, then block by block.
Can I target fans near stadiums?
Yes. We've mapped 298 teams in 290 unique stadiums (32 NFL teams in 30 stadiums, 138 FBS, 128 FCS). There are 52,099 placements inside 2 miles of the NFL stadiums and 75,312 inside 2 miles of the FBS stadiums. Some suburban stadiums have only a few hundred screens nearby. There, the inbound corridors and the fan blocks across the DMA do more work than the ring, and we'll tell you so.
Do I need an official league or team sponsorship?
No. Your creative just can't use league, team, school or conference marks, logos, uniforms or team color schemes. “The Big Game,” “game day,” “Saturday” and city names are all fair play, and they work.
How do I buy and measure the plan?
Run it through deal IDs in your own DSP, or have us run it fully managed. Measurement includes proof-of-play reporting per tactic, geo holdout tests and an independent brand lift study on request.
Is there a minimum budget?
We don’t publish one. Tell us the markets and the moments, and the plan gets sized to your goals. The budget slider above shows illustrative tiers.
How much lead time do you need?
A planner replies within one business day with a live map and a proposal. For the big dates, the countdown on this page shows when to send the brief so there’s room to approve creative.
Can we start from one of your sample plans?
Yes. Open any of the 11 live plans, hit “Adapt this plan for my brand,” and we’ll change the markets, flight and budget.
Can we run it through our own DSP?
Yes. We hand over deal IDs for your DSP, or we run it fully managed. Same plan either way.
What creative do we need?
Standard DOOH sizes. Specs per venue type come with the plan, and programmatic creative swaps within hours, so matchup and score-based versions are doable.
How do we know it ran?
Proof-of-play reporting per tactic. Add geo holdout tests and an independent brand lift study on request.
Isn’t football too cluttered for our category?
On TV, maybe. Insurers held 4 of the top 5 NFL TV advertiser slots in 2025-26. Screens at the bar, the pump and the grocery aisle let you own the hours around the game instead of fighting for a break inside it.
We’re a local brand. Does this still work?
Yes. Friday Night Lights plans and single-stadium rings are built for hometown brands. Send us the ZIPs and the games.
Can sportsbooks advertise on these plans?
Yes, in 21+ venues in legal states only, away from campuses, following the AGA code. Sports betting audiences run in 21+ legal states only.
Sources
- 18.7M: Average viewers per game in the 2025 NFL regular season, the 2nd-best ever. Sports Video Group / SportsPro, Jan 2026.
- 125.6M: Viewers for last February's Big Game (Nielsen final), with a record 137.8M peak. Nielsen; NBC Sports, 2026.
- ~13%: Share of NFL viewing that happens out of home on average (2024). For some games, 30-40%. Nielsen, 2024.
- 29%: People who'd rather watch at a sports bar. Exactly as many as prefer home. DIRECTV for Business survey, Sept 2026.
- 66%: Bar-goers who watch regular-season games at bars. 69% for the playoffs, 62% for the Big Game. DIRECTV for Business survey, Sept 2026.
- ~80%: Bar-goers who've changed plans to catch a game. DIRECTV for Business survey, Sept 2026.
- 57.2M: Chiefs-Cowboys on Thanksgiving 2025, the most-watched regular-season game ever. The three games averaged a record 44.7M. NFL.com, 2025.
- 27.5M: Reach of Netflix's Christmas 2025 game, the most-streamed NFL game ever. Variety, 2025.
- 213.1M: Americans who planned to watch the Big Game in a record spending year. 121.1M planned to host or go to a party, and 18.2M planned on a bar or restaurant. NRF, Jan 2026.
- 1.48B: Chicken wings eaten for last February's Big Game. National Chicken Council, 2026.
- 5.7M: DoorDash orders on Big Game Sunday 2025, peaking above 9,300 a minute from 6:00-6:30pm ET. DoorDash, 2025.
- +25%: Restaurant wing sales on in-season Sundays (2023 season). Lagers +23%, hard seltzer +47%. Toast, 2023.
- Record: Legal wagering expected on the 2026 NFL season, after last February's Big Game also set a record. American Gaming Association, Sept 2026 / Feb 2026.
- 84M: U.S. and Canadian adults who played fantasy or bet on sports in the past year (57M played fantasy). FSGA, July 2025.
- 55%: Gen Z NFL fans who bet on their team. Another 55% play fantasy. ACSI, Jan 2026.
- 4 of top 5: NFL TV advertiser slots held by insurers in 2025-26. Automakers are also near the top. iSpot via The Measure, 2025-26.
- +22.5%: Year-over-year growth in college football TV ad spend, Q3 2025 (NFL: +9.7%). iSpot via The Desk, 2025.
- 11: College regular-season games over 10M viewers in 2025, a record. Michigan-Ohio State drew 18.4M, the CFP averaged 16.3M and the title game hit 30.1M. On3/Yahoo; Sports Media Watch, 2025.
- 195M: College sports fans. Division I is in 98 of the top 100 DMAs, compared with 42 markets that have pro teams, and college fans over-index on household income. Learfield Fanbase Report.
- ~991 mi: Miles college fans travel a year to games (2025). 57% stay overnight, 81% run on caffeine, and they're up at 7:42am (7:06am for SEC and Big Ten). Talker Research / Holiday Inn Express, 2025.
- 70%: NFL game attendees who plan to tailgate (2023). 64% of college attendees. Prodege, 2023.
- ~6 in 10: Adults who recall OOH ads for major sporting events. 90% of them took action, and 99% of fans who went to a game after seeing OOH spent money locally. OAAA + Harris Poll, Sept 2025.
- +10.7%: OOH revenue growth in Q2 2026 after a record 2025. DOOH is 38.4% of the total and grew +18.5%. OAAA, 2025 / Q2 2026.
- 25 mi: How far NFL fans drive to home games (2024). 23-27% of stadium visits come from out of state. Clear Channel RADAR via The Drum, 2024.
- 280: Licensed-apparel purchase index in Kansas City, the highest in the country. Buffalo 272, Philadelphia 196, Green Bay 178, Detroit 175. Nielsen Scarborough via Front Office Sports, Aug 2026.
- 69,372: Magic City Classic attendance in 2025. Bayou Classic ~63,000, State Fair Classic 56,210, Florida Classic 55,528. HBCU Sports, 2025.
- 68,847: Girls playing high-school flag football, up 60% in a year. 1.5M youth flag players overall. NFHS; Sportico.
- 56%: Recent U.S. sports fans who are women (2026). Nielsen, 2026.
- $10M+: Some Super Bowl LX 30-second spots sold for more than $10 million. SportsPro, Feb 2026.
- Audience indexes, stadium-ring placements and sample plans: Goldfish Ads planning platform, September 2026.
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Photo credits
- Game-day tailgate, Laramie. Tony Webster, CC BY 2.0, via Wikimedia Commons (license)
- SoFi Stadium, Inglewood. Benoît Prieur, CC0, via Wikimedia Commons (license)
- Neyland Stadium, Knoxville. Quintin Soloviev, CC BY 4.0, via Wikimedia Commons (license) Scoreboards blurred.
- Screen and planner images: Goldfish Ads campaign photo.