As the world awaits Super Bowl LV between the Kansas City Chiefs and Tampa Bay Buccaneers early next month, the most unique storyline going into the game doesn't have anything to do with the players on the field, but in the (mostly empty) seats surrounding them.
Due to the Covid-19 pandemic, this year's Super Bowl will be played in front of a mere 22,000 fans, despite Raymond James Stadium's maximum capacity exceeding 65,000. Limited fans means simpler social distancing, and easier contact tracing (if necessary) after the fact.
It also means fewer fans participating in the additional activations that take place in the host city during Super Bowl week every season.
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But, beyond the unique circumstances surrounding this season's big game, how can FastSensor help measure large-scale events in the future?
In fact, if we can rewind the clock a couple years, we were in Atlanta for Super Bowl LIII to try to determine the impact of the weather on the event itself, as well as all the secondary pop-ups and activations that take place in the week leading up to the game.
The chilly Wednesday promoted a 97% drop in foot traffic and 82% reduction of the total customer engagement time with products. That plummets the chances to generate leads and sinks the return on investment.
For business owners, this type of information might have them thinking twice about setting up experiential marketing campaigns at events in cold weather towns - even when large crowds are anticipated.
On the other hand, it's a much more precise way than previously existed to measure the ROI of public spaces and signage, and showcases other, harder-to-see pockets of value that can be optimized and utilized.
Want to read more about our Super Bowl findings? Click here to check it out.
Interested in hearing how FastSensor' AI can find untapped ROI in your space? Feel free to visit our How It Works page or schedule a demo today.