More Super Bowl LIX viewers plan to buy beer than other bev-alc options for their game-watch celebrations, according to consumer research firm Numerator.
Soda leads the way in total beverage, with 48% of consumers planning to buy for parties, followed by beer (40%), spirits (23%), still and sparkling wine (15%), sparkling water (14%), hard seltzer (11%), ready-to-drink cocktails (11%), juice (10%) and intoxicating hemp beverages (2%).
Nearly two-thirds (65%) of consumers plan to watch Super Bowl LIX, which kicks off Sunday, February 9, between the Kansas City Chiefs and Philadelphia Eagles at the Caesars Superdome in New Orleans.
Super Bowl LIX marks the Chiefs’ fifth appearance in six years, which may explain why millennial and Gen Z consumers are more looking forward to the food and drink that accompanies the game (56%) than the game itself (49%). A slight majority said they’re looking forward to commercials (51%), while slightly less are excited for the halftime show (47%) featuring Kendrick Lamar and SZA.
By comparison, nearly three-quarters (72%) of boomers told Numerator they were most interested in watching the game.
Three-fifths (60%) of Super Bowl-watchers said they’re looking forward to the commercials, with Anheuser-Busch InBev’s (A-B) Budweiser and Bud Light spots piquing the interest of a plurality (44%) of respondents. The next most mentioned brand was Doritos with 24% of consumers saying they’re interested in seeing its ad, followed by Coca-Cola (11%) and Pepsi (9%).
NFL fans over-index on beer purchasing, spending an average of $116 more than other consumers annually, according to Numerator.
Kansas City fans’ beer brand exposure hews closely along geographic lines, with four of the top 10 brands by household penetration belonging to A-B, whose ancestral home is across the state in St. Louis.
A-B’s Michelob Ultra is the beer brand with the highest household penetration among Kansas City fans at 28%, followed by:
- No. 2 Molson Coors’ Coors (23.9%);
- No. 3 A-B’s Bud Light (22.4%);
- No. 4 Molson Coors’ Miller Lite (21.6%);
- No. 5 Constellation Brands’ Corona (19.3%);
- No. 6 Constellation’s Modelo (18.4%);
- No. 7 A-B’s Busch (14.6%);
- No. 8 A-B’s Budweiser;
- No. 9 Yuengling (11.4%);
- And No. 10 Molson Coors’ Blue Moon (8.8%).
Pottstown, Pennsylvania-headquartered Yuengling indexes slightly higher among Eagles fans than Chiefs fans, at No. 7 with 13.1% household penetration.
Miller Lite has the highest household penetration among Philadelphia fans at 23.9%, followed by:
- No. 2 Corona (21%);
- No. 3 Michelob Ultra (20.2%);
- No. 4 Coors Light (19.1%);
- No. 5 Bud Light (16.6%);
- No. 6 Modelo (15.7%);
- No. 7 Yuengling (13.1%);
- No. 8 Budweiser (10.6%);
- No. 9 Heineken (9.5%);
- And No. 10 A-B’s Stella Artois (8.7%).