The TV industry gives marketers more than one Super Bowl per year. We’re often blind to these opportunities because they don’t receive the same fanfare as the NFL.

For example, February is the biggest blind spot for sports fans, as you can see in this chart from a previous post. But in the world of motorsports, February is Super Bowl season. Every February the best drivers show up for the richest and most prestigious NASCAR race, the Daytona 500.

Check out these stats from the top 10 markets for the Daytona 500:

2011 The Nielsen Company

The numbers look even better when you consider viewership by specific audience segments. For example, among men in Charlotte who can change the oil in their own car, the Daytona 500 has 80% of the reach of the Super Bowl (Scarborough research). If you’re a brand selling automotive parts, then this means you can have a big impact, with less waste, to a targeted audience.

Many other TV events attract huge shares of specific demos or geographies: award shows, season finales, tournaments, playoffs, and more. Do some digging to discover which events resonate with your shoppers.

Nothing beats the Super Bowl for total national reach. But for certain markets and demos, you can have a modest budget reach a large percent of your shoppers.