NEW YORK, Jan. 28, 2015 /PRNewswire/ -- PlaceIQ, the company driving smarter media with location, time and real-world behavior, today announced the release of its Super Bowl PIQonomics Report. The new report details vast differences between fans of both Seattle Seahawks and New England Patriots, in terms of demographics and their affinities for dining establishments, entertainment options, and retail brands.
In addition, the report provides a head-to-head comparison of two beverage brands, Pepsi and Coca-Cola, behind the musicians that have made headlines leading up to the game, Katy Perry and Taylor Swift.
Today's report is part of PlaceIQ's PIQonomics series, which provides topical insights derived from location data that can inform decisions across the entire marketing lifecycle. These insights deliver an advanced understanding of consumer behavior that marketers across all industries can use to learn about audience affinities, uncover strategic opportunities and ultimately, better engage with consumers.
Fan Breakdown by Team
The Super Bowl PIQonomics report reveals differences in audience profiles for both the Seattle Seahawks and the New England Patriots. Key findings based on a comparison against the average consumer include:
- Patriots fans are more likely to be older (35-54 years old) and higher income ($75K+)
- Seahawks fans are more likely to be sports enthusiasts and 14 percent more likely to enjoy skiing for recreation
- Patriots fans are more likely to enjoy a night on the town because they are 3 times more likely to attend a concert and nearly 50 percent more likely to visit bars
- Seahawks fans are 2.4 times more likely to eat at Red Lobster, while Patriots fans are 62 percent more likely to eat at Pizza Hut
Battle of the Brands
Katy Perry, a musician associated with the Pepsi brand takes the stage at this year's Super Bowl Halftime Show. The Super Bowl PIQonomics report takes a closer look at how her brand association compares to a musician connected to a competitive beverage brand—Taylor Swift and Coca-Cola. Key findings include:
- Pepsi fans are 75 percent more likely to eat at Panda Express, while Coca-Cola fans are 84 percent more likely to eat at the Cheesecake Factory
- Coca-Cola fans are 92 percent more likely to shop at Sam's Club, while Pepsi fans are almost 4 times more likely to shop at Sears
Football Fan Affinities
The PIQonomics Report also features insights into football fans as a whole, providing demographic and TV viewership insights. Insights about this audience show that they are 62 percent more likely to shop at Sports Authority, 76 percent more likely to attend concerts, and 16 percent more likely to watch NBC.
"The market insights we publish are derived from connecting physical and digital consumer behaviors across all our media campaigns on an ongoing basis," said Ed Haslam, SVP of marketing at PlaceIQ. "Our PIQonomics reports shed light on how location data can be leveraged to build sophisticated and multidimensional audience profiles that have applications for every layer of marketing. Media planning, activation and strategy are today's beneficiaries of these kinds of insights, but they resonate with anyone striving to build a better understanding of consumer behavior."
In the three months leading up the Super Bowl, PlaceIQ analyzed the behavior of millions of consumers across the U.S. using its proprietary location analytics technology and identified various football fan audiences across select geographies. This anonymous data was then combined with both purchase behavior and television viewership data to understand the visitation frequency of each audience profile.
For more information or to view the Super Bowl PIQonomics infographic, please visit this link.
Leading CPG, retail, automotive, entertainment, consumer electronics, and other national brands and their agencies rely on PlaceIQ's patented technology and suite of consumer discovery, engagement and activation solutions to engage with the right consumers and lead them to desired brand actions and destinations at unbeatable scale. PlaceIQ's Place Visit Rate (PVR™) is already the standard for measuring real-world, in-store ROI, quantifying the value and effectiveness of advertising, targeting and messaging. The company is headquartered in New York City and has offices in Palo Alto, Chicago, Detroit, and Boulder. For more information, visit www.placeiq.com. Follow us on Twitter @PlaceIQ and like us on Facebook: PlaceIQ.