The word 粉丝 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 和 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.
美国以外的粉丝越来越多
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.
全国球迷
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.
这真的与游戏或广告有关吗？
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.
让我们来看看 2021 年 NFL 常规赛期间一些消费最高的品牌类别，看看它们与超级碗观看者的购买习惯有何不同。
汽车
在 NFL 比赛和赛前/赛后节目中，汽车类别在工厂、经销商、经销商协会和汽车配件上的广告支出近 10 亿美元，使汽车成为 2021 年常规赛广告支出最高的品牌类别。根据尼尔森-斯卡伯勒（Nielsen Scarborough）的数据，1950 万超级碗观看者计划在未来 12 个月内购买一辆汽车，其中 18.8% 的人计划购买一辆新车/二手车/租赁车，比普通人群高出 5%，其中 43% 的人计划购买一辆新车/二手车/租赁车。
在计划购买新车的人群中，SUV、皮卡和中型轿车最受超级碗观看者的欢迎：
- SUV: 40.1%
- 皮卡车：26.5
- 中型车：12.6
辛辛那提有 7.5% 的孟加拉虎球迷计划在未来 12 个月内购买新车，其中 46% 的球迷计划购买 SUV，其次是皮卡（21.2%）和中型轿车（15.8%）。在洛杉矶，10% 的公羊队球迷计划在未来 12 个月内购买新车，其中 29% 计划购买 SUV，其次是混合动力车/电动车（27%）和皮卡（25%）。
Quick Service Restaurants
餐饮类是整个橄榄球节目中电视广告支出最多的类别之一，而且主要由快餐店（QSRs）主导。超级碗观看者和两支球队的球迷与 QSR 和正餐餐厅都有很强的类别契合度，因为 89% 的全国超级碗观看者在过去 30 天内使用过 QSR。孟加拉虎队和公羊队的 QSR 粉丝比一般公众更多：
- 94% 的公羊队球迷在过去 30 天内光顾过 QSR
- 95% 的孟加拉虎队球迷在过去 30 天内光顾过 QSR
啤酒
尽管我们在足球赛季中看到的广告琳琅满目，但酒类消费始终居高不下，其中啤酒品牌首当其冲。
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 尼尔森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.
- 辛辛那提的孟加拉虎队球迷喜欢喝淡啤酒，约 36% 的球迷在过去 30 天内喝过国产淡啤酒。
- 另外，进口啤酒是公羊球迷最喜欢的啤酒类别，41% 的公羊球迷在过去 30 天内喝过进口啤酒。
- 观看超级碗比赛的人在过去 30 天内喝啤酒的可能性比普通人高出 22%。
周日，两支球队将在球场上一决高下，全世界的球迷都将观看这场堪称年度最大的体育和文化盛事。对于毫无准备的人来说，这意味着您还有时间购买零食和啤酒。对于那些对孟加拉虎队或公羊队是否赢得比赛不感兴趣的人来说，穿上 "我只为中场秀而来 "的运动衫，打开社交媒体，通过广告享受创意故事的力量吧。
方法
本文中的见解来自：
- 尼尔森粉丝洞察
- Nielsen Scarborough January – July 2021 USA
- 尼尔森Ad Intel
- 尼尔森电视收视率
