Nightlifers
Americans like to go out, and have a good time. Intercept them in their active social lives in restaurants, bars, sports bars and casinos. SeeSaw Networks’ expansive array of digital out-of-home locations delivers over 12,000 venues and 8.6 million impressions, providing advertisers more access to Nightlifers in different types of locations than any other network in the country.
Overview
Capitalize on the most diverse bar and restaurant network by combining multiple bar and restaurant networks to reach nightlifers when they are having a good time.
* - Represents a demographic index for a national campaign compared to U.S. national average Americans like to get out of the house and have fun. Nearly 100% visit a bar or restaurant at least once per month, and 7% dine out 16 times per month or more. Enjoying nightlife is part of the American culture, and advertisers are beginning to capitalize on the opportunity to engage consumers within these social venues. By targeting nightlifers, advertisers reach a relatively captive audience comprised largely of young, educated men and women who are self-identified early adopters and influencers. |
Venues Bars & Restaurants - Buzztime Bars & Restaurants - Ecast Casino Hotels Sports Bars - BRANDitTV Sports Bars - MJM |
Day in the life
A Day in the Life of a Nightlifer
Meet Sasha. Sasha is a 28 year-old advertising account manager who works hard during the day and plays hard at night. Sasha likes being the first to know about the best new products and destinations, and prides herself on being a source of information for her friends and family. Reach Sasha as she moves from happy-hour with coworkers, to dinner with friends, to a night of bar-hopping and clubbing.
Nightlifers may work hard during the day, but they like to play at night. Engage them throughout the day with digital out-of-home media in the venues where they like to hangout.
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12:00 PM – Lunch with coworkers at a Restaurant
12:00 PM – Lunch with coworkers at a Restaurant
Sasha and a few coworkers head to a restaurant for lunch. While enjoying their hamburgers and french fries, they notice the large digital screens broadcasting the weather and entertainment news alongside ads. |
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6:30 PM – Happy hour at the local Bar
6:30 PM – Happy hour at the local Bar
Sasha leaves work and meets up with a friend for happy hour to wind down after her busy day. They notice the digital jukebox and browse the music selection while waiting for their cocktails. |
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8:00 PM – Dinner with friends at a Restaurant
8:00 PM – Dinner with friends at a Restaurant
Sasha leaves his coworkers to meet a few of her girlfriends for dinner. |
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9:30 PM – Bar hopping at Bars and Pubs
9:30 PM – Bar hopping at Bars and Pubs
Sasha and her girlfriends decide to meet up with a group of friends at a bar downtown. Later they decide they want a different scene and hop to a different bar down the street. |
Activities
Activities for Nightlifers
Nightlifers like to socialize in the following ways:
- Weekly lunches with friends, coworkers, or clients
- Weekly dinners out (at least twice per week), either to a sit-down restaurant or a quick- serve
- Attend bars or nightclubs weekly, often visiting multiple locations within a single night
Research
Research About Nightlifers
“Bars and nightclubs are a high priority for marketers, who see the demographic within a kind of captive market. The bar/nightclub market is also key in delivering the ever-elusive male 21 to 34 demographic.”
Source: BizReport, “ ‘Clubbing’ demographic has high brand recall” by Kristina Knight. August 14, 2007.
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Spending Patterns of Nightlifers
- The Bar-going crowd skews to younger males and females 18-34 and tends to be more upscale.
- While 44% of bar patrons fall into the $25,000 to $75,000 annual income range, there is a skew among bar patrons to those making more than $100,000 per year.
- Bar-going definitely skews to a more educated consumer, with 61% of the bar-going crowd having gone to college and/or pursued an advanced degree.
Characteristics of Nightlifers
- 96% of US adults dine out at a restaurant at least once in the typical month.
- Fifty percent (105 million people) of Americans age 21 or older have visited a bar or lounge, including a restaurant with a dedicated bar, in the past month, and 31 percent in the past week. This makes bars the new out-of-home hot spot for advertisers to reach consumers.
- Frequent sit-down diners show a decidedly upscale skew. Their index against all adults increases as their household level increases.
- Bar patrons are more likely to be early adopters of new technology…and feel they exercise a great deal of influence over the purchasing habits of their family and friends.
- Twenty-seven percent of monthly bar-goers consider themselves early adopters, compared to 18 percent of those who have not been to a bar in the last month. Twenty-six percent of monthly bar-goers frequently recommend new products to others, while only 19 percent of non-bar patrons do the same.
- More than one in five Americans (21 percent) have become more favorable of casino gambling in the past five to 10 years. 83 percent think taking reasonable risks—whether playing the stock market or blackjack in a casino—plays an important role in American life.
