How Sports Consumer Behavior Has Changed — And How Brands Can Respond
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Examine shifting dynamics in sports fandom and correlating consumer trends.
The Super Bowl isn't just a football game; it's a cultural phenomenon that captivates millions of viewers worldwide. From in-person attendance to home viewing parties, online engagement, and the influence of commercials, consumer behavior surrounding the Super Bowl offers valuable insights for brands seeking to make an impact.
So, what does it mean for other sporting events and how should brands plan for next year’s Big Game? In this blog post, we'll explore the key trends and opportunities for brands to connect with consumers during this and other iconic events.
In-Person Attendance and Expenditure:
According to Suzy’s recent data, 21% of respondents have attended the Super Bowl in person, with 34% expressing a strong likelihood of attending if their favorite team plays. The main motivators for in-person attendance include passion for the sport (73%), socialization (67%), and excitement (64%). However, high costs and location are significant deterrents for some potential attendees.
Takeaway:
Brands can capitalize on the passion, socialization, and excitement of in-person attendance by offering immersive experiences and exclusive merchandise at the event, or even offering ticket giveaways to loyal customers. Offering premium packages that include travel, accommodations, food, and merchandise could enhance the overall experience for attendees, making it more enticing and accessible. For fans stuck at home or can’t justify the steep price tag to attend the game in person, viewing parties in target cities may be one way to capitalize on consumers’ desire to watch the game with other fans.
Home Viewing and Spending:
Since many more viewers opt to watch the Super Bowl from the comfort of their homes, there’s a big opportunity for brands. These consumers contribute to significant spending on food, drinks, and merchandise. A whopping 69% of viewers plan to spend over $200 on game-day-related expenses, considering ease of preparation and Super Bowl-themed items.
Takeaway:
To attract home party hosts and capitalize on this spending, brands can offer easy-to-prepare foods, Super Bowl-themed items, and team merchandise. By aligning products with the themes and needs of home viewers, brands can enhance their relevance and appeal during the Super Bowl season.
Additionally, creating targeted ads and promotions specifically for these home viewers can further increase brand awareness and drive sales. Overall, tapping into the home viewing market during the Super Bowl is a smart move for brands looking to boost their revenue and reach a wider audience.
Online Engagement: The Second Screen
Whether they’re watching in person or at home, technology plays a significant role in Super Bowl consumption. Viewers told Suzy they browse social media, shop online, and stream the game.
Another huge aspect is sports betting, with 39% of respondents telling Suzy they planned to engage in it during Super Bowl week. As sports betting becomes more widely available, we can expect to see this number increase. This year alone, a record $185.6M was bet during the Super Bowl.
Brand Response:
To leverage this online engagement, brands should increase their online presence with special promotions, partnerships, and interactive activities related to the game. By creating compelling digital experiences, brands can capture viewers' attention and drive engagement throughout the Super Bowl season. Plus, as sports betting increases in popularity, brands have a unique opportunity to partner with platforms like DraftKings and FanDuel.
Impact of Commercials:
Super Bowl commercials are highly influential, with 82% of viewers enjoying them and 77% believing they enhance the overall experience. Moreover, 41% of viewers have made purchases influenced by these ads, and 48% are likely to purchase advertised products or services.
These commercials also stick with consumers, with 56% of viewers reporting that Super Bowl commercials greatly impact their brand perception and another 54% saying they are more inclined to purchase from brands with Super Bowl ads.
Takeaway:
The $7M price tag for Super Bowl commercials may be worth it! To maximize the impact of Super Bowl commercials, brands should invest in creative ads that resonate with viewers and launch follow-up campaigns to maintain momentum post-game. By creating memorable and compelling commercials, brands can leave a lasting impression on consumers and drive sales.
Last words
As the Super Bowl continues to capture the hearts and minds of millions of viewers, brands have a unique opportunity to make a meaningful impact by understanding and leveraging consumer behavior surrounding the event. By tapping into the motivations of in-person attendees, home viewers, and online engagers, brands can create compelling experiences and campaigns that resonate with consumers, driving engagement and sales. With a strategic approach and a deep understanding of consumer preferences, brands can unlock the full potential of the Super Bowl as a platform for connection and growth.
Curious about how your target consumers interact with the Super Bowl and other events like it? Book a demo with our team today. We can help you get the insights you need to make a strategic decision and win with fans.
