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Articles & Research

01/30/2020

Super Bowl LIV: Chief and 49er Fan Bases Faceoff

Turning the Super Bowl into a Local Success with Loyal Fans

Millions of viewers tune in every year to watch the Super Bowl. Some people watch for the excitement of the game and some watch for the entertainment of the commercials. But for two audiences, everything is on the line. These audiences are the diehard fans of the Super Bowl teams who have been loyal since the beginning of the season or for years. This year, the two teams competing for the championship title are the Kansas City Chiefs and San Francisco 49ers. Ubimo conducted an analysis of the fan bases who attended these teams’ games throughout the season. The insights from this analysis can help advertisers understand these fans to better connect with them across all channels.

The insights from this analysis can help advertisers understand these fans to better connect with them across all channels.

Fan Loyalty: Which Fanbase are the True Diehards?

Results showed that one team had a loyal fanbase attending the games from the beginning of the pre-season, while another had many bandwagon fans join their audience as the season wore on. Can you guess the team with the loyal audience vs. bandwagon fans?

49ers

The 49ers have many Bandwagon Fans, game attendance doubled from preseason to the playoffs

The Chiefs

The Chiefs have a Loyal & Large Fanbase, fans attended the games since the beginning, stadium audience size grew 9.6% from preseason to playoff time

Not All Burgers are Alike: Fan Preferences by Team

The fanbases of the two teams also differed in their composition and preferences. The 49ers have an older fanbase, ages 35 to 64, while Chiefs have a younger fanbase, ages 25-54, compared to the national population. The fans also have different food and hobby preferences. For example, 49ers fans eat burgers at Red Robin and Chiefs fans go to 5 Guys. And 49ers fans shop at Whole Foods & Trader Joe’s, while Chiefs fans prefer to shop at Costco & Sam’s Club.

Taking Your Super Bowl Advertisements Local

So, what does this mean for advertisers hoping to capitalize on the excitement around the Super Bowl?

Running a national advertisement on air during the Super Bowl is notoriously expensive. However, using Ubimo’s fan insights, brands can connect with an engaged and excited audience locally, making their campaigns successful and effective. For example, Costco attracts loyal Chief fans. Costco can bring Chiefs fans to the store to stock up on wings or beer before the game by creating targeted advertising and promotions in the Kansas City area that promote the Super Bowl. Providing tailored messaging enhances and deepens the customers relationship to the brand, while driving sales.

Using Ubimo’s fan insights, brands can connect with an engaged and excited audience locally, making their campaigns successful and effective.

The Super Bowl is a national phenomenon, but smart local advertising using insights around team fanbases can drive foot traffic to stores making everyone a winner, not just the champion team!

Disclaimer: This independent analysis is based on Ubimo’s location intelligence platform. As such, Ubimo does not have any relationship with the brands featured in this report, nor should the independent analysis be construed in any way to suggest otherwise. Ubimo data is always anonymized and aggregated.

Greer Bingham

Strategy and Insights Manager

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