The number of Super Bowl LII viewers slipped to 103.4 million viewers, 7% lower than the number of last year’s viewers. Add to this the fact that the average NFL viewer skews older and older as millennials lose interest in the game. So how can brands be so sure they’re actually reaching their target consumers during the Big Game? In this era of ad-free streaming services and ad-skipping DVRs — not to mention budget spends upwards of $5 million for these flashy TV ads — are marketers really putting their money to good use?

Recent Nielsen data shows that there seems to be an appetite for out-of-home viewing as 12 million additional viewers were watching the Super Bowl, a 12% bump from last year. The big takeaway? Maybe the brands spending big budgets on TV ads could be getting better results from campaigns that are informed by location intelligence.

Why location? Because there’s so much to be learned from analyzing what people are doing, where they are doing it and how that maps against other behavioral indicators. Location-based data reveals valuable insights about consumers’ interests and passions based on the real-world events they attend and the activities in which they participate.