{"id":3162,"date":"2020-01-30T23:01:21","date_gmt":"2020-01-30T23:01:21","guid":{"rendered":"https:\/\/cohnmarketistg.wpengine.com\/?post_type=perspectives&p=3162"},"modified":"2024-04-13T14:59:11","modified_gmt":"2024-04-13T20:59:11","slug":"infographic-tale-of-the-tailgate-2020","status":"publish","type":"post","link":"https:\/\/cohnmarketing.com\/infographic-tale-of-the-tailgate-2020\/","title":{"rendered":"Infographic: Tale of the Tailgate 2020"},"content":{"rendered":"

What Do We Know About Kansas City Chiefs & San Francisco 49ers Fans?<\/h2>\n

The Kansas City Chiefs will face the San Francisco 49ers in \u201cthe Big Game\u201d this Sunday in Miami. On one side of the field, Patrick Mahomes leads the dominant aerial attack of the Chiefs, and on the other is the smashmouth zone running scheme of Kyle Shanahan\u2019s 49ers squad. Las Vegas has the Chiefs (-1.5 points) as slight favorites, and the matchup has all the makings of an instant classic.<\/p>\n

We aren\u2019t football experts\u2014we\u2019re brand and marketing experts<\/a>. So rather than dissect the gameplans of each football team, the COHN strategy team<\/a> decided to use our exclusive data and insights tools to examine the fan bases of each team. Tapping into the power of the Global Web Index, we created custom audience profiles to get to know each fan base intimately.<\/p>\n

Download the full infographic at the bottom of the blog, and let’s all hope for a great game this Sunday!<\/p>\n

DEMOGRAPHICS<\/strong><\/h3>\n

On the surface, the two fan bases are more similar than you might think. The gender split is identical, and many other cosmetic aspects are closely similar (employment status, education, net worth, etc.)<\/p>\n

KC fans tend to be older (OK, Boomer). They are also more likely to be married. SF fans are much more likely to be urban, whereas KC fans are more likely to be rural. (Both fan bases are mostly suburban, however). And of course, SF fans are more likely to be Democrat, and KC fans are more likely to vote Republican.<\/p>\n

Frankly, this didn\u2019t tell us much. As with most demographics, we had to dive deeper to truly understand what makes these two fan bases distinct.<\/p>\n

LIFESTYLE<\/h3>\n

Looking at each fan base\u2019s behavior and lifestyle begins to paint a more complete picture of the average fan. For example, in looking at shopping habits we learn that while both fan bases love Target, KC fans are much more likely to have purchased from home improvement stores like Lowe\u2019s or Home Depot, whereas SF fans go to department stores like Macy\u2019s at a greater rate.<\/p>\n

Some of the data points are pretty interesting.<\/p>\n

A fan at your typical 49ers Super Bowl party might arrive in their Toyota hybrid, enjoy a few Coca-Colas or Coronas throughout the game, buy score \u201csquares\u201d from the host via a mobile payment app, and send texts to friends on their iPhone during breaks in the game. The party might have some hip-hop playing in the background, and the snack table might even have organic fruits and vitamins.<\/p>\n

A fan at your typical Chiefs Super Bowl party, on the other hand, probably owns a Ford, will enjoy a few Dr. Peppers or Bud Lights while noshing on cheese snacks throughout the game. They\u2019ll be answering emails on their Samsung phone during commercial breaks as they \u201csecond screen,\u201d and after the game, they might be tuning into their favorite reality TV show or listening to classic rock or country.<\/p>\n

MARKETING<\/h3>\n

What most of our clients<\/a> spend in a year is what these advertisers are spending per second of airtime during the Big Game. A 30-second commercial during the game is costing advertisers $5.6 million this year. Do you have $5.6 million in your advertising<\/a> budget this year? Probably not.<\/p>\n

That\u2019s why independent marketing agencies like ours use data to learn insights about our audience base and spend budget more efficiently. If you want to reach these specific fan bases, data and insights like this are critical.<\/p>\n

Here are a few other things we know about SF and KC fan bases as it relates to their digital behavior, marketing preferences, and customer journeys.<\/p>\n

How do you find out about new brands and products:<\/strong><\/p>\n