3 Things You Didn’t Know About Walking Dead Fans

Walking Dead-Show

With a dedicated, diverse fan base of millions, Walking Dead offers endless opportunities for advertisers, particularly in the QSR and CPG spaces. Last month, over 11.4 million viewers tuned in to the season 8 premiere alone.

One such advertiser who sought to connect with Walking Dead Fans this year was Bud Light. During the October 22nd season premiere, Bud Light debuted an ad that spoofed the show. Set in the midst of a zombie apocalypse, the ad featured a group of friends hiding out across the street from a convenience store. One of the friends runs through a horde of zombies to grab a bag of essential supplies…only to go for another dangerous supply run because the group is disappointed he forgot the Bud Light.

While big brands have always invested in TV advertising, what really matters is ensuring you are advertising during the right show at the right time. In order to do this, advertisers need to really understand their audience: in this case, we looked at millions of Walking Dead fans to determine which CPG brands they prefer, where they shop for clothes, what cars they drive, and which restaurants they frequent. Armed with this kind of first-party data, advertisers can effectively reach specific consumers with customized messaging at just the right time.

Using data from the Viant Advertising Cloud, Viant’s people-based platform consisting of more than 1 billion registered users, we wanted to showcase the kind of first-party data advertisers can leverage to inform their strategies. Let’s explore just who Walking Dead fans are…outside of their passion for the zombie apocalypse.

1. They’re more likely to eat at Taco Bell

Overall, Walking Dead fans are more likely than non-fans to dine at quick-service restaurants (QSR). Taco Bell is a top choice among fans – they are 14% more likely to eat there. They are also 12% more likely to frequent Dunkin Donuts and 11% more likely to order from Domino’s.

Overall, they spend the most at Domino’s and Starbucks than any of the other chains studied (Dunkin’ Donuts, McDonald’s, Subway, Taco Bell, Wendy’s).

Most Popular QSR Restaurants
  • Taco Bell
  • Dunkin Donuts
  • Domino’s Pizza
  • Wendy’s
  • McDonald’s

*Comparing Walking Dead Fans to non-fans

2. Inviting a Walking Dead Fan over for Sunday’s episode? Stock up on Corona

Walking Dead fans are 18% more likely to drink Corona and 10% more likely to drink Budweiser and Bud Light. They are 13% less likely to drink Busch and 10% less likely to drink Michelob, so save your cash and keep those for your other guests!

Most Popular Beers
  • Corona
  • Bud Light
  • Budweiser
  • Heineken
  • Miller Lite

*Comparing Walking Dead Fans to non-fans

3. Walking Dead Fans Like to Party

If you think Walking Dead Fans would prefer a good survivalist activity like camping or hiking over hitting up the night club, you’d be wrong. They are 9% more likely to go to bars/nightclubs than non-fans, followed by camping/hiking, and then attending a hip hop or R&B concert.

Top 3 Most Popular Activities
  • Go to Bars and Clubs
  • Camping and Hiking
  • Hip Hop and R&B Concert

*Comparing Walking Dead Fans to non-fans

Brands looking to optimize their advertising spend can employ a more targeted, creative approach using insights like these that reveal the purchasing preferences of their loyal customers. For example, knowing Taco Bell is one of the most visited QSR chains among Walking Dead Fans could help Taco Bell shift budget into crafting a promotional meal offer or running advertisements while the season is on air.

To find out more about how insights from the Viant Advertising Cloud can help your marketing campaign, email info@viantinc.com.



  • #advertising
  • #CPG
  • #first party data
  • #QSR habits
  • #viant advertising cloud
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