Football Fans Plan to Buy Beer Before Super Bowl

Despite 68% of consumers saying that inflation will impact their purchases, most won’t switch to lower-priced brands.

February 07, 2023

ALEXANDRIA, Va.—Sixty-one percent of U.S. consumers plan to watch the Super Bowl. Of those tuning in, 75% will watch at their home, 20% at someone else’s home and 5% at a bar, restaurant or other public space, reports Numerator.

While watching the game, consumers plan to purchase alcoholic beverages, but most will not trade down on brands. Beer is the top alcoholic beverage choice of Super Bowl watchers (47% plan to buy), followed by wine (28%) and spirits (24%). Despite 68% of viewers saying that inflation will impact their Super Bowl purchases, fewer than 1 in 5 alcohol buyers (19%) say they will switch to lower-priced brands to save money.

Philadelphia Eagles and Kansas City Chiefs fans differ on their top beer brands. While Eagles fans spend their money on Miller, Bud Light and Yuengling, Chiefs fans’ beer dollars go to Bud Light, Busch and Michelob Ultra.

The remaining top beer brands for Eagles fans are Corona (4), Coors (5), Budweiser (6), Michelob Ultra (7), Busch (8), Heineken (9) and Modelo (10). For Chiefs fans, it’s Coors (4), Miller (5), Natural Light (6) Budweiser (7), Corona (8), Modelo (9) and Keystone (10).

The average NFL watcher is more likely to be an older, high-income male. Compared to the average consumer, those who watch or attend NFL games are 10% more likely to be Gen X or Boomers+, 17% more likely to have an income of more than $100,000 and 24% more likely to be male.

Eagles fans skew younger and more diverse. They are 31% more likely to be millennials and 36% more likely to be African American compared to Chiefs fans.

Compared to the average consumer, NFL fans are 22% more likely to say they learn about products, services and brands through television, and they are 23% more likely to find advertising entertaining.

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