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65% OF CONSUMERS PLAN TO WATCH SUPER BOWL LIX, UP FROM LAST YEAR; BUDWEISER MOST ANTICIPATED ADVERTISER, NUMERATOR REPORTS
Bowlero Bowlero (US:BOWL) GlobeNewswire News Roomยท2025-02-04 14:00

Core Insights - Numerator's analysis reveals consumer behavior trends related to Super Bowl LIX, highlighting changes in viewing habits, party planning, and brand preferences among fans [1][2] Consumer Behavior and Viewing Trends - 65% of U.S. consumers plan to watch Super Bowl LIX, an increase of 4 percentage points from the previous year [4] - Popular viewing options include watching at home (77%, -5 points), hosting gatherings (29%, +12 points), and attending gatherings (17%, +1 point) [4] - 46% of viewers support the Philadelphia Eagles, while 39% back the Kansas City Chiefs [4] - Interest in the halftime show has decreased, with only 42% looking forward to it, down 6 points from last year [4] Demographics and Psychographics - NFL fans are predominantly older, high-income males, with a 16% higher likelihood of earning over $125k compared to average consumers [4] - Philadelphia Eagles fans are younger and more diverse, with 60% more likelihood of being Black and 24% more likely to be Millennials [4][5] Brand Preferences and Consumption Patterns - Budweiser is the most anticipated brand for commercials, with 44% of respondents looking forward to their ads [4] - Soda is the most popular beverage choice for Super Bowl celebrations (48%), followed by beer (40%) [4] - Easy-to-eat foods are preferred, with chips (47%) and dips (42%) being the most popular choices [4] Advertising and Media Consumption - NFL fans watch TV for over three hours daily, with 50% exceeding this duration [8] - NFL fans are 30% more likely to watch live programming and 72% more likely to tune into ESPN [8] - Social media is heavily utilized, with 82% of NFL fans using Facebook and 56% using Instagram [8] Beer Brand Preferences - Chiefs fans prefer Michelob Ultra (28%) and Coors (23.9%), while Eagles fans favor Miller (23.9%) and Corona (21%) [6][8] - Local breweries also have significant popularity among fans, with Boulevard Brewing being five times more popular with Chiefs fans [8]