Beer will be the alcoholic beverage of choice for consumers planning to imbibe while watching Super Bowl LVII, according to market research firm Numerator, which shared the results of a consumer survey conducted from January 25-31.
The firm reported that 47% of Super Bowl watchers planning to buy alcoholic beverages will buy beer, followed by wine (28%) and spirits (24%).
Although 68% of Super Bowl watchers expect inflation to affect their purchasing for the big game, just 19% said they’ll trade down to lower-priced brands to save money, Numerator said.
The firm also examined which beers fans of the Philadelphia Eagles and Kansas City Chiefs will be buying. Both fan bases unsurprisingly will be consuming macro lagers from the major beer manufacturers, with quite a bit of overlap. The only difference is Eagles fans will drink Yuengling and Heineken, while Chiefs fans will be consuming Natural Light (Anheuser-Busch) and Keystone (Molson Coors).
Eagles fans will be buying Miller (Molson Coors), Bud Light (A-B), Yuengling, Corona (Constellation Brands), Coors (Molson Coors), Budweiser (A-B), Michelob Ultra (A-B), Busch (A-B), Heineken and Modelo (Constellation).
Chiefs fans will be spending their money on Bud Light, Busch, Michelob Ultra, Coors, Miller, Natural Light, Budweiser, Corona, Modelo and Keystone.
Also of note for beverage alcohol companies spending money on Super Bowl ads, 60% of Super Bowl watchers said they’re looking forward to watching the commercials — and 52% of them said they’re looking forward to drinking. Meanwhile, 49% said they’re excited about the halftime show, which features Rihanna.
Plus, NFL fans are 22% more likely to say they learn about products, services and brands via TV ads, and 23% more likely to find those ads entertaining than the average consumer, Numerator found.
Overall, 61% of U.S. consumers are planning to watch the Super Bowl, with 75% of them watching at their home and 20% watching at someone else’s home. Just 5% plan to watch at a bar, restaurant or public space, Numerator reported.
Who is watching? The average NFL watcher is “more likely to be an older, high income male,” Numerator said.
“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 100k+, and 24% more likely to be male,” the firm reported.
Numerator found that “Eagles fans skew younger and more diverse,” with 31% more likely to be millennials and 36% more likely to be African American, compared to Chiefs fans.