The word fan comes from the word fanatic, meaning an enthusiastic devotee, usually as a spectator. And on Sunday, February 13, there will be inspiring moments both on the field and on screen—for fans around the globe to experience.
Not surprisingly, the NFL is the most popular sports league among Americans; 92 of the top 100 most watched telecasts in 2021 were either live NFL games or NFL studio programming. What is surprising, however, is that the two teams headed to Super Bowl LVI rank 27 and 29 (in terms of the number of fans) among the 32 teams in the NFL. But we know it takes a lot more than a fanbase to get to the big game. That said, these two teams have the opportunity to gain some new fans amid the season-ending hype. While this is a tale of two teams, it’s also an epic matchup of two dynamic quarterbacks dan their conference-winning teams.
First, we have the Cincinnati Bengals: an “against all odds” team with an offensive Rookie of the Year wideout, an All-Pro running back and a defensive line–with two of the NFL’s sack leaders–all guided by a Joe Cool quarterback versus the Los Angeles Rams: a team formed through a compilation of coincidences; garnering an outstanding quarterback, supported by a defensive lineup of superstars and a wide receiver—coincidentally from the other Ohio NFL team, the Cleveland Browns. Add another coincidence to the list for this Rams team: they will play with a home-field advantage, as the league determined the game would be played at SoFi Stadium well before the 2021-22 season began.
Fandom yang berkembang di luar Amerika Serikat
And this Super Bowl experience for fans is going to be exciting everywhere—with NFL.com touting the 2022 ways to watch the Super Bowl across countries and languages. While the NFL is historically an “American” sport, it does have a very large global fanbase, with fandom growing globally through its international games in Mexico and the U.K.
Penggemar nasional
In the U.S. alone, sports programming accounted for 98% of the most-viewed programs across broadcast and 72% of the most-viewed programs on cable television between January and September 2021, with last year’s Super Bowl LV accounting for 20.3 billion minutes viewed. Despite both teams’ rank in fanbases, the NFL is still the most popular sport in both Cincinnati and Los Angeles, with interest levels the highest for the NFL in both markets, trailed only by Major League Baseball.
Apakah ini benar-benar tentang game-atau iklan?
With the NFL enjoying a big increase in regular season TV viewership, the Super Bowl LVI ad game got off to an early start this year, and the final handful of ad units available were sold just last week, securing as much as $7 million for 30-second spots.
As brands seek ways to establish deeper, more personalized connections with consumers, awareness and engagement remain paramount. Now, given the wealth of information known about consumers, marketers can do more. In a recent interview with Forbes, Nielsen CMCO Jamie Moldafsky highlighted how consumers increasingly expect brands to understand them better, including their shopping behaviors, attitudes, needs and interests. With that data in hand, brands can put consumers at the center of their strategies and campaigns to create experiences that matter. Importantly, marketers must be more focused than ever on their target market, desired behaviors and a real-time insight. And while many people focus on the on-field action of the Super Bowl, many think of the ads.
Mari kita lihat beberapa kategori merek dengan pengeluaran tertinggi selama musim reguler NFL 2021 dan lihat perbandingannya dengan kebiasaan belanja penonton Super Bowl.
Mobil
Kategori otomotif menghabiskan hampir $1 miliar untuk spot iklan selama pertandingan NFL dan acara pra/pasca pertandingan di seluruh pabrik, dealer, asosiasi dealer, dan aksesori otomotif - menempatkan otomotif sebagai kategori merek teratas dalam hal belanja iklan di musim reguler 2021. Pengeluaran tersebut akan sangat bermanfaat bagi 19,5 juta penonton Super Bowl yang berencana membeli kendaraan dalam 12 bulan ke depan, menurut Nielsen Scarborough: 18,8% berencana membeli kendaraan baru/bekas/sewa, 5% di atas populasi umum, dan 43% di antaranya berencana membeli kendaraan baru/bekas/sewa.
Dari mereka yang berencana membeli kendaraan baru, SUV, truk pickup, dan mobil menengah adalah yang paling populer di kalangan pengamat Super Bowl:
- SUV: 40,1 PERSEN
- Truk pikap: 26,5
- Mobil ukuran sedang: 12,6%
Sementara 7,5% penggemar Bengals di Cincinnati berencana untuk membeli kendaraan baru dalam 12 bulan ke depan, 46% di antaranya berencana untuk membeli SUV, diikuti oleh truk pickup (21,2%) dan mobil menengah (15,8%). Dari 10% penggemar Rams di Los Angeles yang berencana membeli kendaraan baru dalam 12 bulan ke depan, 29% berencana membeli SUV, diikuti oleh mobil hibrida/EV (27%) dan truk pikap (25%).
Quick Service Restaurants
Kategori restoran adalah salah satu pembelanja iklan TV terbesar di seluruh program sepak bola - dan sebagian besar didominasi oleh restoran cepat saji (QSR). Pengamat dan penggemar Super Bowl dari kedua tim memiliki kesesuaian kategori yang kuat dengan QSR dan restoran cepat saji, karena 89% penonton Super Bowl nasional telah menggunakan QSR dalam 30 hari terakhir. Penggemar Bengals dan Rams lebih banyak menggunakan QSR daripada masyarakat umum:
- 94% penggemar Rams telah mengunjungi QSR dalam 30 hari terakhir
- 95% penggemar Bengals telah mengunjungi QSR dalam 30 hari terakhir
Bir
Terlepas dari beragam iklan yang kita lihat selama musim sepak bola, pengeluaran untuk alkohol selalu tinggi, dengan merek bir yang memimpin.
Across cable TV, network TV, and spot TV during NFL pre-game, post-game, and in-game broadcasts in the 2021 regular season, there was an estimated ad spend of $201 million by the beer, wine and liquor category, per Nielsen Ad Intel. The alcohol category’s ad spend is dominated by beer brands; however, seltzer has cut into the market share. Approximately 73% of the spend ($148 million) beer brands account for, while 26% of the spend ($53 million) in the category is for hard seltzer brands.
- Para penggemar Bengals di Cincinnati meminum bir ringan, dengan sekitar 36% telah mengonsumsi bir ringan dalam 30 hari terakhir.
- Sebagai alternatif, bir impor adalah kategori bir yang paling populer di kalangan penggemar Rams, dengan 41% penggemar Rams telah mengonsumsi bir impor dalam 30 hari terakhir.
- Penonton Super Bowl 22% lebih mungkin mengonsumsi bir dalam 30 hari terakhir dibandingkan gen pop.
Saat kedua tim turun ke lapangan pada hari Minggu, para penggemar di seluruh dunia akan menyaksikan salah satu acara olahraga dan budaya terbesar tahun ini. Bagi yang tidak siap, ini berarti Anda masih punya waktu untuk membeli makanan ringan dan bir. Dan bagi mereka yang tidak tertarik apakah Bengals atau Rams yang akan memenangkan pertandingan, kenakan kaus "Saya di sini hanya untuk menonton pertandingan babak pertama," nyalakan media sosial dan nikmati kekuatan cerita kreatif melalui iklan.
Metodologi
Wawasan dalam artikel ini berasal dari:
- Wawasan Penggemar Nielsen
- Nielsen Scarborough January – July 2021 USA
- Nielsen Ad Intel
- Peringkat TV Nielsen
