Super Bowl LIV may be a battle between the San Francisco 49ers and the Kansas City Chiefs on the field, but in fans’ refrigerators and coolers, the beer is most likely to be Budweiser. To go with the brews, the chips are highly likely to be Doritos, and most fans will be wearing Levi’s.
Global brand intelligence firm Morning Consult surveyed U.S. adults on several different dates between June 2019 and mid-January who say they use or purchase products from the NFL at least once a month. These people are “NFL fans” according to the survey.
Other NFL fan-favorite brands are Jack Daniel’s (61% favorable), Chevrolet (76%), Coca-Cola (81%), Pizza Hut (83%) and Google (88%). The highest scoring brand was Ritz Crackers, with a favorability score of 89%. Budweiser logged a 61% favorability rating, while Doritos were viewed favorability by 86% of NFL fans.
For the brands themselves, this kind of data helps make the go/no-go decision to spend $5.6 million for a 30-second commercial during Sunday’s big game. Both Budweiser and Doritos already have tweeted out the ads the companies will run on Sunday.
Last year’s game drew 98.2 million U.S. viewers, an 11-year low for the big game. Maybe that’s why the going price for a 30-second ad only went up by $400,000 this year. Super Bowl XLIX in 2015 drew 114.4 million U.S. viewers and remains the most-watched U.S. TV program of all time. A 30-second spot for that game cost $4.5 million.
The top beer brand among NFL fans in both San Francisco and Kansas City is Budweiser, while 49ers fans’ favorite chips are Lay’s potato chips. Chiefs fans rank Doritos at the top.
Morning Consult also ranked all 32 NFL teams on a net favorability score, the difference between the favorable and unfavorable ranking for each time. The Seattle Seahawks topped the list with a net favorability score of 33 (48% favorable vs. 15% unfavorable). The Chiefs ranked second overall, with a net favorability score of 31. The 49ers ranked eighth overall with a net score of 23.
In January of 2020, the NFL as a whole reached its highest favorability ratings since May of 2017. The national anthem-kneeling controversy hit TV screens in August of 2017 and net favorability scores for the league dropped sharply among Republicans and independents. Among Republicans, net favorability dropped from a score of 53 in May 2017 to a score of 2 in January 2018. As of this month, the score has risen to 32.
Morning Consult also identified several “standout” brands among NFL fans. These are brands that have sharply higher favorability scores among NFL fans than among all U.S. adults who also have a favorable view of the brand. Four brands (Heineken, MGM Grand, Sam Adams and Columbia) have the highest standout value of +17. Four others have standout scores of +16 (TBS, Kayak and 3M). Two have a standout value of +15 (Nikon and Boston Market).
Only one NFL team had a net unfavorability score. The answer is below the photo of the team’s coach.
Source: Maddie Meyer / Getty Images
The New England Patriots have a net unfavorable score of −2.
Use some of the money you can save by not buying a high-dollar Super Bowl LIV ticket to buy more of your favorite beer, chips, and pizza.
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