This article originally appeared on Forbes.
Every like, comment and click on a link is tracked on social media to help major brands understand the current trends and buying habits of consumers. We are all cogs in the advertising machine. What does this mean to fans of HBO’s hit Game of Thrones? According to analysts, for the over 16 million dedicated viewers of the show, ice and fire really comes down to scotch and Starbucks.
Viant, a Time Inc. advertising technology company focused on driving growth for marketers, has learned that fans of HBO’s GoT are as loyal to their favorite house as they are to their favorite brands and experiences. Marketers are wise to tap into the psyche of this massive fan base.
When Viant’s vast repository of first-party data linked to real, registered users is layered with actual purchase and consumption data, they’re able to assemble a holistic view of specific consumers, including their shopping and brand preferences. “Game of Thrones boasts one of the largest recurring viewing audiences today, whether they’re watching on TV, their laptops or mobile devices,” said Jon Schulz, Viant CMO. “These viewers, a large portion of them members of the coveted millennial set, represent significant purchasing power and advertisers want that audience’s attention.”
Viant relies on people-based advertising, which helps brands connect with real people, across all their devices, and provides brands with authentic, first-party data that allows marketers to deliver personalized customer experiences across TV, digital and print.
Schulz and his team wanted to learn what products GoT fans buy, what department stores they frequent and what pets they own to give brand marketers an enormous advantage when looking to target the right audiences, at the right time, with messages that will resonate.
Viant’s latest people-based data shows that GoT fans are 25% more likely to purchase coffee at Starbucks, as well as scotch, than other TV viewers. Furthermore, Game of Thrones viewers are 34% more likely to buy at Nordstrom than other TV watchers and 8% less likely to buy at Walmart. And, for those shoppers that are GoT viewers, they spend on average $315 at Nordstrom, $127 at Macy’s and $83 at Kohl’s monthly. They’re 25% more likely to drink scotch/whiskey and 19% more likely to drink Patron. For their coffee-imbibing habits, they’re up to 27% more likely to buy Starbucks and Dunkin’ Donuts. The research also shows they’re 5% less likely to own dogs and 12% less likely to own cats, perhaps opting to adopt a Direwolf in lieu of an actual dog.
“While most of the data around Game of Thrones right now is related to social content and sharing, it’s even more beneficial for advertisers to understand what products this audience buys and what experiences they love, not just what they’re saying online. Actual actions, that is, actual money spent and products purchased, are powerful indicators of future behavior,” Schulz explained.
Brands looking to optimize their advertising spend can get creative with data insights that reveal entertainment preferences of their loyal customers. “For example, if Dunkin Donuts knows avid Game of Thrones watchers are buying their coffee, they can launch a promotional campaign directing a product offer to fans that lost a favorite character,” Schulz added. “Launching a highly-targeted campaign like this while the show is airing can ignite additional interest in your brand and serve as the foundation of a strong call to action.”