With the approach of Super Bowl this weekend, I thought I would post some interesting game stats. These stats are not for the football game, rather they are statistics surrounding the super bowl and how it effects the media.
- Chicago Bears and Indianapolis Colts sports merchandise have seen a dramatic rise in retail sales this year.
- More women are drawn to the Indianapolis Colts
than the Chicago Bears. Data show that 59% of Indianapolis women are Colts fans,
vs. 46% of Chicago women who are Bears fans.
- The 2006 Super Bowl was the highest rated TV show
of the year, attracting more than 90 million U.S. viewers.
- The cost for a 30-second TV advertisement reached
an all-time high in 2006, while traditional advertiser categories continued to
dominate the broadcast.
- Super Bowl advertisers in 2006 saw a sharp
increase in visits to their web sites following the big game.
- Album sales of the Super Bowl halftime performers
soared in the week following their appearance in the halftime show.
- Box office figures continue to plunge on Super
- Sales of soft drinks, beer and chips rise
significantly before the Super Bowl.
Comparing last year’s Super Bowl food preferences in the two markets that are
home to this year’s teams – Chicago and Indianapolis – there are some noteworthy
similarities and difference between the two cities. Looking at the largest
overall percentage of sales increases, both markets showed strong sales growth
in cocktail franks and processed cheese loaves. However, Chicago area
supermarkets showed strong growth in sales of frozen unbreaded crab,
refrigerated fruit, dip mixes, and dairy dips; while Indianapolis area
supermarkets experienced bumps in the sales of ‘Miracle Whip’ type salad
dressing, frozen hors d’ oeuvres & snacks, brownie mixes, and bratwurst
Product Categories — Super Bowl Weeks*
Largest Overall Sales Increase
– Tortilla Chips — $10.2 million
– Light Beer — $9.2 million
– Regular Beer — $8.7 million
– Potato Chips — $7.8 million
– Regular Cola — $7.7 million
– Frozen Pizza — $7.3 million
– All remaining Carb Bev — $5.5 million
– Frzn Poultry 1-Food Entree’s — $5.4 million
– Mexican Sauce — $5.3 million
– Ice Cream — $4.7 million
Product Categories — Super Bowl Weeks*
Largest Overall Percentage Sales Increase
– Cocktail Franks — 118.1%
– Beef Steak-Frozen — 58.4%
– Pork-Frozen — 48.8%
– Dip Mixes — 37.0%
– Processed Cheese Loaves — 36.3%
– Dairy Dip — 36.1%
– Bread Mushrooms-Frozen — 35.6%
– Tabasco/Pepper Sauce — 34.8%
– Canned Dip — 32.2%
– Barbecue Sauces — 31.7%
* Two-weeks ending February 11, 2006
Source ACNielsen; Supermarket sales
A consumer segmentation analysis from the marketing company Spectra revealed
some of the unique characteristics of Super Bowl viewers from Miami,
Indianapolis, and Chicago compared with national professional football fans.
Utilizing Spectra’s BehaviorScape framework, viewer characteristics can be
determined based upon BehaviorStages (which bring to life key household factors
that impact consumer purchasing behavior), and LifeStyles, (which further
differentiate consumers by highlighting affluence and the neighborhood type in
which they live).
For instance, most viewers of professional football across the U.S. typically
watch on the weekend one or more times per month, and tend to come from affluent
neighborhoods from a variety of household types. They span across all
neighborhood types and tend to skew toward couples 35+ without children in the
household as well as singles under 35 with no children. Popular Super Bowl
snacks that skew highly across the average US viewer are bags of nuts, brats,
popcorn, and frozen poultry.
Super Bowl viewers in the host city of Miami watch the game on TV live in
both urban and affluent suburban households across household types.
Indianapolis residents who watched the Super Bowl last year generally come
from rural and downscale suburban neighborhoods. Additionally:
– Indianapolis viewers purchase above average amounts of sausage, buns,
and brats than the average viewer.– Indianapolis viewers are likely to do their grocery shopping (possibly
for Super Bowl snacks) at Wal-Mart, Aldi, or Kroger.
– There is also a very high concentration of Super Bowl viewers who are
likely to shop in smaller accounts such as IGA and Buehler’s Buy Low.
Chicago residents who watched the Super Bowl last year likely live in urban
and affluent suburban households across household types. Additionally:
– Viewers in Chicago tend to purchase more bagged nuts, beer, frozen
poultry and meat than the average viewer.
– Chicago viewers are likely to do their grocery shopping (possibly for
Super Bowl snacks) in Dominick’s, Trader Joe’s, and Whole Foods.
There is also a very high concentration of Super Bowl viewers who are likely
to shop in smaller accounts such as Wild Oats and Sunset Food Marts.
So by the numbers, it looks like on Super Bowl Sunday Americans prefer to eat tortilla chips, drink light beer but regular soda throw some frozen steaks and chicken on the grill while munching on cocktail franks. It appears that there is a toss up in dipping your tortilla chips on eating prepared nachos. Either way we seemed to have consumed over 10 million dollars in tortilla chips and drink over 17 million dollars worth of beer washing them down.
These facts and statistics were compiled by and found at Nielsen Media Research, please visit their site for complete details.
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