Infographic: The Brands That Are Making the Biggest Impression on NFL Fans

Amazon, Budweiser and Ford are among the favorites

Football fans watched, on average, at least one game per week during the 2016 regular season. iStock Photo
Headshot of Emma Bazilian

With a whopping 58 percent of all Americans citing football as their favorite sport in a recent CBS News poll, it’s no wonder that marketers spend billions of dollars each year trying to reach NFL fans.

So what brands are breaking through with this valuable segment? To find out, data company Viant used its Advertising Cloud to identify both heavy football fans and non-fans using automatic content recognition on smart TVs and compared their interests with some of football’s most heavily advertised verticals, from beer to car companies. Among the notable results: Sam Adams was the only craft beer to index fans’ top 10 favorites.

“In an industry that’s really dominated by just a handful of companies, this is a perfect example of who they are as a brand and how their marketing has impacted their perception,” said Viant CMO Jon Schulz. “Sam Adams has run a very all-American marketing campaign for years, so to see them associated more with football fans—a very American game—shows how successful their marketing has been.”

This story first appeared in the Oct. 30, 2017, issue of Adweek magazine. Click here to subscribe.
@adweekemma Emma Bazilian is Adweek's features editor.