The conference championships have now been decided. Super Bowl LIII will feature postseason perennials, the New England Patriots facing off against the Los Angeles Rams. In celebration of Super Sunday 2019, we march on with our series of entries applying the powerful social media audience analysis of the StatSocial tool to the fan bases of every NFL team. We’re giving all sorts of once overs, from a vast many different angles.
This time out we’re plunging into a topic near and dear to the hearts of many a football fan. Brews. Preferably cold. Some, however, like to consider their waistlines. The metabolism does change as we get older, and the term “beer belly” wasn’t yanked out of thin air.
For many decades now, beer manufacturers have addressed this issue head on, offering “light” versions of their celebrated brands. Not showing favoritism here with this quote, but as Miller’s extremely memorable ad campaign put it, these lower calorie alternatives would provide you — the thirsty consumer — “Everything you’ve always wanted in a beer. And less.”
Many a can of each of the brands featured here have been popped open in front of millions of TVs throughout America, each and every Sunday, during each and every autumn.
We’ve analyzed hundreds of thousands of the fans of every NFL squad who also identify as fans of Bud Light, Coors Light, and/or Miller Lite. The chart below reflects what proportion of each team’s light beer drinkers prefer which brand.
Coors Light, while a very popular brand, is in an inarguable third place here. The brand had once been the NFL’s official beer sponsor.
The first successful American light beer brand, Miller Lite, is somewhat confidently the king of this mountain. The star-studded, “tastes great, less filling” ad campaign, which has found its memorable slogan repurposed for a truckload of memes in recent years, has forever wedged itself in the minds of millions of light beer drinkers and football fans.
Without getting into all the ins and outs of mergers and divestment of brands, the conglomerate known as MillerCoors manufactures — as their name suggests — both Coors Light and Miller Lite. So really, it’s all a win for them.
Fans of the Patriots show a preference for Bud Light above the alternatives. The Pats’ Super Bowl opposition, the Rams, find themselves admired by fans who also prefer Budweiser’s lighter kid brother brand.
This “kid brother” brand, of course, has for the past few years been — and will be for many years to come — the NFL’s official beer sponsor.
Bud Light revealed itself to be no mere contender or pretender during 1991’s Bud Bowl III. Much as the Joe Namath led New York Jets had legitimized the AFL (later the AFC) with their upset victory over the Baltimore Colts in Super Bowl III, the King of Beers’ princely sibling managed a historic victory (which you can see by clicking here). From that point forward Bud Light was taken quite seriously by fans of stop-motion animated, beer-oriented football games everywhere.
Devotees of the Denver Broncos, while made up of a larger proportion of Bud Light drinkers, find the most profound percentage of their fans consumers of Coors Light. Coors being a proud Colorado company, this ultimately makes sense.
Green Bay, Wisconsin may be a two hour drive from Milwaukee, but the Packers are without question Milwaukee’s team. Automobile manufacturing. may have put Detroit on the map, and there’s little doubt that the Packers made Green Bay famous, but what made Milwaukee famous is beer.
This is simply to say that the overwhelming preference for Miller Lite evident among the Packers’ fans could be construed as high praise indeed.
L-R: Michigan State and Baltimore Colts defensive end, the late Bubba Smith, and Hall of Fame linebacker, Dick Butkus, of the Chicago Bears, in a Miller Lite commercial from 1979.
Bookmark This Page,
We’ll be visiting numerous subjects of this general nature — all highlighting the rich and varied affinities of each NFL team’s fans — in the days running up to Super Bowl LIII.
And check out the written matter in the footer, and reach out to us if you have any questions or would like to see much, much more.
Football fever is ramping up as the teams going to Super Bowl LIII have now been determined.
Throughout the (post-) season, we’ve been diving into the various affinities, allegiances, habits, hobbies, beliefs, personalities, and demographics found among the individuals making up each NFL team’s fan base.
If You’re New Here
If you’ve already checked out our entry on the NFL’s friendliest fans, this next part may be redundant for you (but welcome back!).
If you’re wondering HOW we can measure an audience’s personality traits, such as friendliness or emotionality, allow us to explain.
Thanks to StatSocial’s partnership with IBM Watson™ and the integration of their Personality Insights™ service into our reporting, we can not only break down an audience by affinities and demographics, but also by personality traits. How does Watson do that, you ask?
IBM Watson Personality Insights™ allows StatSocial to understand the personality types, traits, intrinsic needs, and values of individuals based on the way people write — i.e. the different types of language people choose to express themselves. Analyzing the language used — and a number of other factors including frequency of communication, interaction with others, etc. (you can read much more at the IBMblog entry here) — IBM Watson can score personality traits across a number of interesting dimensions.
StatSocial applies this insight to all of our analyses.
Whatever team you are rooting for, you’d probably like to get to the topic at hand. Here you go.
“It’s just emotion that’s taken me over”
While a presumption of impartiality should be made when reading the insights shared in every entry of the StatSocial blog — “statistics” basically being right there in our name, and all — you should especially infer no reporting of virtue and/or faults here.
Emotions are complicated things, but they’re not inherently bad. Didn’t you see Pixar’s ‘Inside Out’?
The team whose fans we found to be the friendliest in the NFL are also the most emotional. Even feelings are big in Texas, it seems.
The once heated rivalry between the Pittsburgh Steelers and the Cowboys is brought to mind by this list’s upper reaches. Three times the two NFL teams with the most emotional fans faced off in the Super Bowl, and only once did the Cowboys emerge victorious. So many feels.
The most emotional and least emotional fan bases showed up to home games this past season, with the teams on either end of the list having more or less sold out every game. Clearly, this is not a measure of dedication.
To further illustrate: Watch as our company’s CEO — a one time Maine native, and accordingly a Patriots fanatic — displays his dedication with only the coolest of heads.
(Edited to Add, 2/4/2019: On the evening of February 1, 2019, Michael Hussey — StatSocial’s CEO — again attempted the above feat, and again emerged victorious. The difference? This year his gutsy bacchanal inspired his beloved Patriots to victory.)
A moving tribute, no doubt. The outcome of the game in question is of no consequence here, it’s the combination of dedication and stoicism to which we draw attention.
As of this writing, the Patriots emerged from Sunday’s AFC Championship Game victorious. While in the 48.9th percentile for emotionality (so, a bit below average), in the grand scheme of the 32 NFL fan bases, Pats fans are the 9th most emotional.
It remains to be known whether our CEO will be attempting his show of dedication once more, or if perhaps this year he has something else planned. Whatever the case may be, do not let his levelheaded demeanor deceive you. He cares to a degree that can not adequately be measured in Filet-O-Fish (Filet-o-Fishes?).
Bookmark This Page
We’ll be visiting numerous subjects of this general nature — all highlighting the rich and varied affinities of each NFL team’s fans — in the days running up to Super Bowl LIII.
And check out the written matter in the footer, and reach out to us if you have any questions or would like to see much, much more.
Super Bowl LIII is right around the corner. Until that winter holiday arrives, our series of entries looking at the social media audiences of each NFL team will continue.
The StatSocial audience analysis tool provides extraordinarily detailed explorations of the affinities, hobbies, habits, demographics, and even personality types of every social media audience imaginable.
“I’m going to Disney World!”
On January, 26 1987, the Monday morning after the New York Giants’ first ever Super Bowl victory, the below commercial aired. Just like that, an ad campaign as legendary and enduring as any ever devised was launched.
Michael Eisner, then Disney CEO, had come up with the idea only two days prior to the big game.
Super Bowl XXI found the Giants facing off against the Denver Broncos. Both team’s quarterbacks were contracted for the spot. To the victor went the slogan. Neither Phil Simms nor the Broncos’ John Elway could possibly have known that “I’m going to Disney World” (or, alternately, “Disneyland”) would immediately and for decades thereafter become synonymous with glory, achievement, and excellence.
A few years back, ‘Sports Illustrated’ ran a piece detailing the iconic campaign’s history, which you can check out here.
Diving into the statistics on every NFL team’s audience, we determined what proportion of each is made up of those demonstrably devoted to Orlando, Florida’s mammoth and breathtaking Walt Disney World.
As synonymous with American popular culture and industry as both Walt and the theme parks and resorts that bear his name are, convenience seems to be something of a factor here. The top three teams on the list share a Sunshine State home with Disney World.
While there’s a sharp proportional drop-off once the list hits the fourth place slot, things geographically shoot 1,200 miles north to the brisk climes of Buffalo, New York. Hey Omnicom OMD (Disney’s agency of record) — perhaps you should give the team at Pegula Sports and Entertainment a call.
Bookmark This Page,
We’ll be visiting numerous subjects of this general nature — all highlighting the rich and varied affinities of each NFL team’s fans — in the days running up to Super Bowl LIII.
And check out the written matter in the footer, and reach out to us if you have any questions or would like to see much, much more.
In this series we’re putting StatSocial, our social media audience insights engine, to work.
We’re checking in on the audiences of some of those companies whose names will be familiar to any regular podcast listener, as they are among the most prominent sponsors of many of the most popular podcasts.
What are we trying to determine? Above all else, for which brands do the most passionate members of these podcasts’ audiences show the strongest affinities? StatSocial scores audience affinities for 1,000 top podcasts in every audience report. In this series, we’ll show you the top-five podcasts audiences that are best aligned to the brand in question.
For marketers and agencies looking to optimize podcast ad spend, StatSocial is an indispensable tool. StatSocial also works for podcast ad sellers and networks looking to best position their podcast properties to the right advertisers. This article is a window into what StatSocial can uncover for ad buyers and sellers of all sorts.
(You can check out parts 2 and 3 of this series here and here.)
Dollar Shave Club offers razors and blades via a monthly subscription / membership model. There are three different plans ranging from $3 to $9 a month. Applying this model to the personal grooming sector was devised to address the issue of what the company — and evidently quite a few shavers — perceived as ever-pricier and needlessly higher-and-higher-tech shaving products.
The company was founded by CEO Michael Dubin in 2011. They first launched their website in beta-mode in April of that year. It was a video uploaded to YouTube in March of 2012 that put them on the map overnight.
Dubin, in addition to being an entrepreneur, had studied improv comedy at New York’s Upright Citizens Brigade Theatre. In March of 2012 he put this comedy background to use to write, produce, and star in a 90 second YouTube clip.
The same day the video was uploaded, it went massively viral to a degree that even the confident CEO could never have anticipated. Early that day the company’s server crashed from an unexpected deluge of traffic. Once they got their site back online, they received 12,000 orders during that first 24 hours.
Unconventional marketing has been a cornerstone of Dollar Shave Club’s success, and sponsoring a number of popular, carefully selected podcasts has been part of their strategy from early on.
They stress that their products are unisex, and StatSocial reveals that a not insignificant 21% of their social media audience is female. Still, they have launched a male-oriented online magazine (again NSFW) called MEL, in keeping with their intention from day one to grow into an all-encompassing, one-stop lifestyle brand. While not to be found listed below, they do indeed even have their very own podcast.
1) The Art of Manliness
Dollar Shave Club banner ad on the The Art of Manliness blog
Four years before Dollar Shave Club stormed the internet with its brilliant product launch on YouTube, the The Art of Manliness blog posted an entry educating its readers on “How to Shave Like Your Grandpa.”
One of the most memorable and frequently quoted moments from the initial Dollar Shave Club video comes when Dubin insists that viewers stop paying for “shave-tech you don’t need.” Posing the question, “Do you think your razor needs a vibrating handle, a flashlight, a back-scratcher, and ten blades?,” adding,“Your handsome-ass grandfather only had one blade… And polio.”
The The Art of Manliness multimedia lifestyle brand — with such elements as the blog, podcast, and multiple books — was founded by Tulsa native Brett McKay as an antidote to the bro-culture oriented “lad mags” still in fashion during the noughts. Sharing an aesthetic and ethos, It made perfect sense that Dollar Shave Club chose to advertise its back to basics, subscription-model razors to Manliness’ millions of monthly visitors.
Our insights show an affinity for the Manliness podcast impressively exceeding the social media norm by very nearly 20 times. Indeed, this is about as natural a marriage of sponsor and podcaster as you might find.
2.23% of Dollar Shave Club’s users have recently discussed or shared content related to The Art of Manliness podcast compared to .112% of Americans.
2) The Tim Ferriss Show
Tim Ferriss is an entrepreneur, angel investor, and probably best known for the extraordinarily popular podcast being highlighted here, as well as his best-selling series of ‘4-Hour’ books (such as ‘The 4-Hour Workweek,’ ‘The 4-Hour Body,’ and so forth).
The Tim Ferriss Show finds affinity among Dollar Shave Club’s enthusiasts to a degree approaching eight-and-a-half-times greater than that of the average social media user. Not only that, but Ferris himself finds favor among DSC’s fans to a degree approaching three times that of the norm.
4.41% of Dollar Shave Club’s users have recently discussed or shared content related to The Tim Ferriss Show podcast compared to .522% of Americans.
3) The GaryVee Audio Experience
Dollar Shave Club’s crowd digs Gary Vaynerchuk — the self-described, “dude that Loves the Hustle” (capitalization his, although it’s not clear that he’s not referring to Van McCoy’s 1975 number one hit, or for that matter the dance it implores its listeners to do) — to a degree exceeding social media’s general hoi polloi by three-and-a-quarter times.
The Belarusian-American went from managing his family’s liquor store in suburban New Jersey, to becoming arguably YouTube’s first wine guru and vlogger. From there he’s grown into an all-around digital marketing and social media titan, as well as angel investor and public speaker. Vaynerchuk’s social media-focused VaynerMedia has numerous Fortune 500 clients, and is a heavy-hitter in the digital marketing world.
His The GaryVee Audio Experience podcast finds seven-times as many listeners among Dollar Shave Club’s audience as it does among social media’s users as a whole.
5.39% of Dollar Shave Club’s users have recently discussed or shared content related to The GaryVee Audio Experience podcast compared to .749% of Americans.
4) The Adam Carolla Show
Dollar Shave Club CEO Michael Dubin (left) with Adam Carolla
The former co-host of MTV and syndicated radio’s ‘Loveline’ and Comedy Central’s ‘The Man Show,’ Carolla blazed major trails in terms of revealing just how big a podcast could be. He left terrestrial radio in February of 2009 and almost immediately began releasing a daily podcast. By 2011 his ‘The Adam Carolla Show’ had been downloaded 60 million times.
On the back of his early success, Carolla quickly spun off other podcasts, eventually launching what was initially called the ACE Broadcasting Network, and is now called Carolla Digital. During his early months as a podcaster the outspoken powerhouse of the medium paid for the venture out-of-pocket, covering what he disclosed were $9,000 a month in bandwidth fees. By September of ’09, Carolla started to take on sponsors, providing brands with the added value of spots read by the host himself.
Dollar Shave Club has been a sponsor on Carolla’s network for some time, and Dubin has even been a guest on ‘The Adam Carolla Show.’ It is small wonder then that for as popular as Carolla’s flagship podcast is, affinity for it is shown among Dollar Shave Club’s fans to a degree seven-times greater than the average social media audience member.
2.47% of Dollar Shave Club’s users have recently discussed or shared content related to The Adam Carolla Show podcast compared to .344% of Americans.
Unfolding like a murder mystery, the investigative piece suggested that Syed might have been wrongfully convicted. To date, the first season has received over 80 million downloads, to 14 million devoted listeners.
The hotly anticipated third season is said to be coming at some point this year.
While the podcast was initially funded by Chicago public radio station WBEZ(the NPR station from which This American Life originates), it has had sponsorship as well.
The Dollar Shave Club blog offered its readers advice on how to appear as though you are one of Serial’s listeners even when you are not. This advice may have been heeded by some, but has done nothing to keep Dollar Shave Club’s audience from getting swept up in Serial’s fandom to a degree exceeding the average social media user by nearly seven-times.
1.6% of Dollar Shave Club’s users have recently discussed or shared content related to the Serial podcast compared to .231% of Americans.
Once upon a time music, and we’re not even speaking of Mozart or Beethoven, or even Miles Davis or John Coltrane, but popular music — meaning, populist, youth oriented, latter-20th century western music (music of what Casey Kasem would routinely describe as “The Rock Era”) — was a galvanizing and generation defining force.
In 20th century American history, there were — and this is just a small sampling — two World Wars, the assassinations of two U.S. Presidents, and the resignation in disgrace of another, a Great Depression, the emergence of the automobile, television, the internet, and multiple men successfully traveling to the moon and back. And yet, one would not bat an eye if on a list of America’s biggest moments during the 20th century the release of “Heartbreak Hotel,” or The Beatles arriving on America’s shores for the first time were included. 1969’s The Woodstock Music & Art Fair would also not be too controversial an entry on such a list.
But we live in a time in mankind’s history where stimuli is coming at the privileged world, from all directions, and at an unprecedented pace. The younger people have known it any other way. People still love music, perhaps on some level more than ever, but it seems unlikely with the number of people making music in the first place having grown exponentially over the decades, and the recording and distribution of music involving the least overhead ever — since the advent of recorded sound — that any single artist could ever be considered a “spokesperson for his or her generation.”
There are reasons to suspect this is a good thing. Still, if you look at the trends on social media especially, pop music and musicians still dominate. Again, these Millennials in this younger grouping are 18 to 24, not 14 to 24. The top three placements are a little alarming, but we resist judgment.
Zayn, a once controversial defector from the One Direction camp managed to retain 1D’s fan base’s loyalty, while perhaps gaining a new audience in the process. 5 Seconds of Summer are, as of a few years ago now, a legitimate YouTube success story, as is Austin Mahone. Turning beloved YouTube channels into lucrative record deals, and massive pop careers (a certain Mr. Bieber being the one who most brazenly blazed that trail). Then we’ve got a bit of hip hop, and the one Jonas Brother to remain most relevant, or at least maintain the most relevant abs.
TOP 10 MUSICAL ACTS WITH MILLENNIALS AGES 18 to 24 RELATIVE TO 35–34 YEAR OLDS
Example insight — people aged 18–24 are nearly 86% more likely to care about Zayn Malik than those aged 25–34.We had a StatSocial party with some of the younger Millennials’ top musical acts, like the guy with no shirt, the guy with frosted tips, and the guy who has apparently won some kind of large medal. or perhaps had bestowed upon him some manner of amulet. Whatever the case, kids of college age should really know better.
The fact remains, this isn’t a list of exciting college radio rock. It’s music that was largely intended for adolescents. But for some reason has endured into these Millennials reaching college age.
But again, when we dive into the list of older Millennials, the contrast is stark. We show that not only should you not market to a generation, but that even your preconceived notions about the age groups within a generation may not be 100% accurate.
TOP 10 MUSICAL ACTS WITH MILLENNIALS AGES 25 to 34
Example insight — Millennials aged 25–34 are 110% more likely to care about Justin Timberlake than those aged 18–24.This photo was taken during the 1994 Lollapalooza tour; featuring Smashing Pumpkins, Beastie Boys, Breeders, and A Tribe Called Quest. With a few subtle alterations the passing observer may not notice that — barring the possibility of there being a woman carrying a child somewhere in the crowd — this photo features NO Millennials.
Very Gen X, don’cha think. Soundgarden? Red Hot Chilli Peppers? Nine Inch Nails? But that’s classic rock to these kids. Of course actual classic rock pokes its head in, as it must, with Canada’s proudest sons (it says something when you come from a country that has produced Celine, Alanis, Bryan Adams, Avril, and Shania, that you are still the first musical act people associate with your country); the almighty Rush. Each new generation will have those kids. The kids drummer and lyricist Neil Peart wrote about in “Subdivisions.”
The ones for whom these lines are the deepest ever written.
Any escape might help to smooth
The unattractive truth
But the suburbs have no charms to soothe
The restless dreams of youth
Nice to see Run DMC make the list, though.
DJ Run, now Rev Run, who had abandoned his turntables for a microphone while temporarily keeping the DJ moniker, spoke autobiographically and perhaps more abstractly. But it’s nice to see a new generation is connecting with his — and his partner DMC’s (or Daryl McDaniels) — rhymes as well. Such as…
Took a test to become an MC
And Orange Krush became amazed at me
So Larry put me inside his Cadillac
The chauffeur drove off and we never came back
Dave cut the record down to the bone
And now they got me rockin’ on the microphone
And then we talkin’ autograph, and here’s the laugh
Champagne, caviar, and bubble bath
But see, that’s the life that I lead
And you sucker MC’s is who I please
So take that and move back, catch a heart attack
Because there’s nothin’ in the world, that Run’ll ever lack
I cold chill at a party in a B-boy stance
And rock on the mic and make the girls want to dance
Fly like a Dove, that come from up above
I’m rockin on the mic and you can call me Run-Love
The Rush lyric has more to do with my upbringing, but then as now I vastly prefer the youthful work of the man who now goes by Rev Run. With all due respect to Rush who seem like lovely guys, and have had a 40-plus year career, quietly enormously successful, and seemingly one that entailed virtually no compromise.
The proudest songs of Hollis, Queens. The late, great Jason Mizell, Darryl McDaniels, and Joseph Simmons. AKA, Run DMC and Jam Master Jay!
Joseph Simmons, aka DJ Run/MC Run/Rev Run, is the brother of hip hop impresario Russell Simmons. Russell’s management company back in the day was called Rush Management. So this could get real confusing, real fast, if I don’t move on.
Justin Timberlake does sell records when he bothers to make them, but has become a pop culture figure beyond music. Older Millennial women, especially, seem to enjoy it when he and Jimmy Fallon clown around. Handsome, well-dressed, 30-something men, usually doing a rap medley, at least for a time, was viral video gold. Perhaps that’s no longer a thing, but I doubt we could be quite so lucky.
Still, NSYNC would have been the boyband — the One Direction, if you will, only with much more talent (have you ever watched a video of the choreography those kids used to do, while singing live?) — for this generation (the older Millennials). So, his inclusion makes maybe the most sense, in a way, of anyone on this list. But that’s if you’re operating under prejudices and preconceived notions, and our whole point here is that you can’t and should not — as a marketer — do that. StatSocial makes your best educated guess irrelevant, as it provides you with cold, hard facts.
In the 90s, in a bid for relevance frankly beneath him, the still and eternally sadly late, great David Bowie did a co-headlining tour of arenas with Nine Inch Nails. This would be when NiN were at the peak of their powers, and Bowie — coming off the multi-year Tin Machine debacle — was likely at his career nadir (although he was promoting the decidedly not terrible ‘Outside’ album). Routinely, arenas would empty out after NiN played their set. Bowie played to many a half-filled arena. Gratefully, before his passing, Mr. Bowie had fully restored his rightful place as a cultural Godhead.
These lists speak for themselves, really, and make our point with sufficient clarity. If you were to market to these two groups as a single entity, you may as well be screening F.W. Murnau’s Nosferatu to a group of elementary school students on a rainy day. *
*This is not a bizarre non-sequitur, but indeed a childhood trauma endured by two of the author’s friends. Whomever rented films to be screened during lunchtimes on rainy days at their elementary school evidently was under the impression that all silent films were, more or less, like Buster Keaton or Laurel & Hardy. Many, many, many angry phone calls from distraught parents attempting to calm their hysterical children later (I guess some teacher just put on the film, and left), an unexpected — and frankly unwelcome — lesson was learned by all about German expressionism.
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For more information, visit StatSocial and scroll down. There you will find links to sample reports, and much more.
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