When you imagine the kind of person who makes sure to tune into the Super Bowl, there’s a good chance you think about a sports fan who’s ready to grab a few Bud Lights. But as it turns out, fans of the big game might have different preferences than you’d think – starting with their tastes in beer and TV.
Leveraging the Viant Advertising Cloud, Viant’s people-based platform that consists of more than 250 registered users, we uncovered some unexpected facts about Super Bowl viewers that would be valuable to any advertiser during the annual spectacle of football.
Craft Beer Here
It probably wouldn’t shock you to learn that many Super Bowl viewers are also beer drinkers. But exactly which beers they’re choosing might not be in line with your expectations. In fact, while Super Bowl fans and non-viewers alike are about equally likely to reach for big-name brews like Budweiser, Miller and Corona, Super Bowl viewers over-index on craft beers.
A pair of Pennsylvania craft breweries, Troegs and Victory, are particularly popular amongst the Super Bowl faithful – viewers of the big game are 1.7 times as likely to pick up a case of either brand. They’re also 1.6 times more likely to reach for ales by Great Lakes Brewing, and about 1.5 times as likely to enjoy beer from well-known craft brewers Ommegang and Dogfish Head.
The Awards Go To …
While it makes sense that Super Bowl viewers are more likely than non-fans to watch other major sporting events like the NBA Finals, March Madness and the World Series, one thing a little less expected is some of the other event programming they’re drawn to: awards shows.
In fact, Super Bowl fans are six times more likely than non-viewers to tune into the Oscars and almost five times as likely to watch the Grammys. Chalk it up to their interest in televised marquee events, perhaps.
It’s More Than Casual
Super Bowl viewers frequent casual dining establishments just like non-viewers, but there’s a few establishments that stand out to them. Ruby Tuesday and Bob Evans lead the way, as Super Bowl fans are about 1.8 times as likely to dine at either of those establishments. Super Bowl viewers are also 1.6 times as likely to visit a PF Chang’s.
Interestingly, both groups are about as likely to fine at IHOP, Chilis and Golden Corral, and non-viewers of the Super Bowl are 1.5 times as likely to grab a meal at Denny’s.