game day brand wars executive summary
TRANSCRIPT
Game Day Brand Wars displayed the Battle of the Top Beer, Soda and Chip Brands
during Super Bowl XLIX.
GAME DAY BRAND WARS: EXECUTIVE SUMMARY 2
GAME DAY BRAND WARS: EXECUTIVE SUMMARY 3
GAMEDAYBRANDWARS.COM
(This data was based on 529 responses with more repsonses from Boston and Seattle.)
We used our mobile app that utilizeslocation-specific technology and
crowdsourcing to surveyAgents in each state across the country
for a total of 529 responses.
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Agent Locations
To gather quality answers from Agents who were actually watching the Super Bowl, we had them take a
picture of their Super Bowl spread of food and drinks. We verified every picture that was submitted.
GAME DAY BRAND WARS: EXECUTIVE SUMMARY 6
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RESPONDENT PROFILES
FEMALE vs. MALE
40%60%
AGE RANGE
36%31-40
28%41-55
24%25-30
8%18-24
4%56+
GAME DAY BRAND WARS: EXECUTIVE SUMMARY 8
What information did Field Agent collect about the super bowl?
· Top Beer, Soda and Chip Brands
· Retail insights from consumers
· Engagement in Social Media
· Where are the Watch Parties
· Super Bowl = Super Grub
won the Battle of the Beer Brands taking 13% of the whole selection
Bud Light
GAME DAY BRAND WARS: EXECUTIVE SUMMARY 9
n = 453 | Agents had the option to choose more than one brand.
GAME DAY BRAND WARS: EXECUTIVE SUMMARY
Top BEERS in the USA for Super Bowl XLIX
Bud Light
Budweiser
Samuel Adams
Coors Light
Corona
Blue Moon
Miller Lite
Stella Artois
Bud Light Lime
Michelob Ultra
Yuengling
Heineken
12.8%
7%
6.6%
6.6%
5.3%
5.1%
5.1%
3.3%
3.1%
2.9%
2.9%
2.6%10
GAME DAY BRAND WARS: EXECUTIVE SUMMARY 11
won the Battle of the Soda Brandstaking 26% of the whole selection
Coca-Colan = 733 | Agents had the option to choose more than one brand.
12GAME DAY BRAND WARS: EXECUTIVE SUMMARY
Top SODAS in the USA for Super Bowl XLIXCoca-cola
Pepsi
Dr. Pepper
Mountain Dew
Sprite
Other
A&W Root Beer
7-Up
Canada Dry
Crush
Sierra Mist
Sunkist
Barq’s Root Beer
Fanta
25.9%
13.6%
10.8%
8.7%
7%
5.2%
4.9%
4.2%
4.1%
2.3%
2.2%
1.9%
1.8%
1.6%
GAME DAY BRAND WARS: EXECUTIVE SUMMARY 13
won the Battle of the Chip Brandstaking 21% of the whole selection
Tostitosn = 831 | Agents had the option to choose more than one brand.
GAME DAY BRAND WARS: EXECUTIVE SUMMARY 14
Top chips in the USA for Super Bowl XLIX
Tostitos
Doritos
Lay’s
Fritos
Ruffles
Cheetos
Rold Gold Pretzels
Pringles
Santitas
Utz
Kettle Brand
Sun Chips
20.6%
15.3%
14.5%
5.8%
4.4%
4.2%
3.4%
3.1%
2.9%
2.1%
1.8%
1.2%
won the Battle of the Liquor Brandstaking 11% of the whole selection
Absolut Vodka
GAME DAY BRAND WARS: EXECUTIVE SUMMARY 15
n = 355 | Agents had the option to choose more than one brand.
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Top Liquors in the USA for Super Bowl XLIXAbsolut Vodka
Bacardi Rum
Jack Daniels Whiskey
Smirnoff Vodka
Grey Goose Vodka
Crown Royal Whiskey
Malibu
Patron Tequila
Bailey’s Irish Cream
Jim Beam Whiskey
Jagermeister
Rumchata
Jameson Irish Whiskey
Skyy Vodka
11%
9.3%
7.6%
7%
5.9%
5%
4.5%
3.9%
3.7%
3.1%
2.8%
2.8%
1.9%
1.9%
of respondents shopped at Walmartin preparation for their Super Bowl parties
57%
GAME DAY BRAND WARS: EXECUTIVE SUMMARY 17
2. Kroger 3. Target 4. Albertson’s 5. Costco 6. Safeway 7. Sam’s Club 8. Aldi 9. Publix 10. Food Lion 11. Shoprite
12. Trader’s Joe 13. Whole Foods 14. Kmart 15. Ralphae’s 16. Food 4 Less 17. Supervalue
64%spent more than $25
on preparations forthe Big Game
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WHICH WILL YOU USE TO ENHANCE YOUR SUPER BOWL EXPERIENCE?
65%
53%
75%
46%
42%
41%
21%
17% 6%Salty Snacks
Soda
Alcoholic Beverages
Meat Products
Sweet Snacks
Paper Plates, napkins, plasticware
Music
Team Gear
Exterior or Interior Decorations
GAME DAY BRAND WARS: EXECUTIVE SUMMARY 20
Where are you watching the Big Game?
24%Friend / Family’s
Home
74%at home
1% eachother, restaurant, bar
said that they were BAKING as part of theirSuper Bowl activities - more thanGRILLING and MIXING DRINKS!
29%
GAME DAY BRAND WARS: EXECUTIVE SUMMARY 21
engaged in Social Media during the Big Game.
67%
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eat more frequently on Super Bowl Sunday
say they eat more calories
drink more soda
76%
GAME DAY BRAND WARS: EXECUTIVE SUMMARY 23
Super Bowl = Super Grub
85%
60%
(97% enjoy watching)
watch the Super Bowl commercials
80%
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