The Usual Suspects: Super Bowl Edition

DECEMBER 17, 2015|INculture, marketing|BYdaniella mires

Chances are if you are an American over the age of 18, and didn’t grow up in a literal cave, you have either attended or hosted a Super Bowl party. The Super Bowl is only the most highly anticipated and widely watched sporting event in the United States of America. No matter what state you are in, or how restricted your guest list, somehow every Super Bowl party will end up with one of each of these types of Super Bowl spectators.

Identifying who attends Super Bowl parties and their habits not only helps us as marketers to figure out the best Super Bowl Promotions to reach our target demographic, but also as red blooded American football fans to choose our seats wisely.

1. The Host (or Hostess) With The Most (or Mostess)

Where would we be without the host? They open their homes, so friends and family can drink all their beer and drop 7 layer dip on the carpet, while watching the biggest game of the year.

Watching habits: The Happy Host is never fully engaged with the game or commercials, because they are answering the door, pulling another tray of Pigs In A Blanket out of the oven, and making sure that drinks are full.

The numbers: There is big money to be made by targeting the Magistrate of Munchies. The average Super Bowl Party will have 17 attendees. This means a lot of beer and snacks will be bought and consumed. Americans will consume 1.25 billion chicken wings and 8 million pounds of guacamole. Ten percent of Americans will serve some kind of grilled food, including hot dogs, hamburgers, bratwurst, and steak at their watch parties. No party is complete without beer, and if past Super Bowl weekends are indicative of anything, Americans will drink over 50 million cases of beer – that’s about $10.8 billion dollars on brews alone.

How to reach them with marketing: If you want to reach the Host With The Most your best bet is to do so before game day even begins. These party purveyors will spend hours (even days) shopping, cleaning, cooking, and decorating to make sure that this year’s party is better than the last. They scour message boards, and gambling sites for the perfect pool (spoiler alert, ours is guaranteed to be the most insane pool you will find) to engage their guests in some friendly gambling. Pinterest boards are made to ensure that snacking supremacy is attained. TV commercials, Pinterest, message boards and magazines ads will all help you grab their attention.

Where do they sit: The Party Planner usually situates themselves somewhere between the television and the kitchen. Most times they will set up a single chair for themselves or call dibs on the end of the couch. If you are lucky enough to be seated next to the host, you can count on a never ending stream of refills and piping hot snacks. However, first round dip action comes with the price of defending your host’s seat from late comers, drunks, and party foulers.

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2. The Commercial Connoisseur

They will be the first to point out that they don’t “follow the game” and are purely in it for the snacks and commercials. No really, they’re just there to watch the commercials.

Watching habits: The Advertising Addict is emotionally invested in every campaign that is run during the Super Bowl. The real action happens during Half Time though. They remain glued to their seats just begging for a wardrobe malfunction they can Tweet about. No matter what this person’s educational background or day job, on Super Bowl Sunday their first and only job is to expertly critique marketing campaigns to all of their social media connections.

The numbers: A substantial number of viewers list the commercials as a primary reason for tuning into the game. According to the National Retail Federation, 41.3% of those surveyed said commercials and spending time with friends and family are the most important parts of the Super Bowl Sunday, and about 12% of those surveyed listed the halftime show as their favorite part of the Super Bowl. Social engagement surrounding the Super Bowl is off the charts too. The 2015 Super Bowl was the most tweeted ever, says Twitter, noting that more than 28.4 million tweets containing terms related to the game and halftime show were sent from kickoff through a half-hour after the game’s end.

How to reach them with marketing: The Commercial Connoisseurs are a Super Bowl Sponsor’s bread and butter. They are tuned into every commercial and participate in every second screen campaign put in front of them (what else are they going to do while the game is going on?!)

Where do they sit: The Prince (or Princess) of Paid Promotion will likely show up late, take a seat next to the food and beverage station, and strike up a conversation. Fear not, this Chatty-McChatterson will not stay in one place very long. There is just too much down time between commercial breaks for this person to waste on not socializing.

3. The Bookie’s Best Friend

Don’t get in their way, don’t speak unless spoken to (unless you’re volunteering to monitor one of their screens), and most of all don’t beat them at their own game. While they sound horrible, they’re all bark and no bite and should provide you with endless entertainment as they freak and fret over every pass, fumble and missed field goal.

Watching habits: Every pass, play and call is absorbed by the Cash-In King. With big bucks riding on the outcome of the game, they aren’t about to miss a second of the action.

The numbers: An estimated $38 billion worth of illegal bets are to be made surrounding the Super Bowl. That is 38x more than $100 million that will be bet legally. A common misconception that many people have is that all of this money is wagered on the outcome of the game. However the bulk of the action that sports books receive is on prop bets (for those of you who like to hang onto your paychecks, prop (or proposition) betting is when a wager is placed on the occurrence or nonoccurrence of an event during a game that does not directly relate to the final outcome of the game).

How to reach them with marketing: Much research is done before game day. The Gambling Guest spends hours researching both teams on sites such as Odds Shark, SB Nation, Yahoo Sports; by watching ESPN, and FoxSports; as well as listening to podcasts and radio shows. About two weeks before Super Bowl Sunday is when the majority of gambling men & women start throwing down fat stacks of cash. To reach these Parlay Partakers, you will need to display yourself loud and proud on such sites as FanDuel, DraftKings, Bovada, or any other online sports books.

Where do they sit: This Betting Buddy shows up early to pick out prime couch real estate, put money on all of the lucky squares in the pool, and get the wifi password before the crowd shows up. This Vested Viewer will definitely encroach on your coffee table space with their second and third screens (all of which are devoted to keeping an eye on the fat stacks of cash they stand to win – or lose). Chit-chat is strictly prohibited in the Gambler’s section, so this can be used to your advantage, if you actually care about watching the game. Prepare yourself, however, for an adult sized toddler style tantrum, if Mr. Stands-To-Win-A-Grand becomes Mr. Broke-As-A-Joke because someone forgot that the laces go out.

Wherever you end up for Super Bowl Sunday, SF AppWorks wishes you a pleasant viewing experience. Click here for more information on NFL fans and where sports marketers can reach them.

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