special report nfl fans’ favorite brands
TRANSCRIPT
S P E C I A L R E P O R T
P O W E R E D B YM O R N I N G C O N S U LTB R A N D I N T E L L I G E N C E
NFL FANS’FAVORITE BRANDS
Demographic
DEMOGRAPHICS
DATALAB:
CV
S H
ealth
Fav
orab
ility
0%
25%
50%
75%
100%
Nov. 21, 2016 Dec. 5, 2016 Dec. 19, 2016
CVS Health
MAP: FAVORABILITY
Very Favorable
NE: 10%
0% 40%20% 60%
VERY FAVORABLE
How we determined the rankings
Where the data comes from
Morning Consult tracks brand perceptions on more than 3,000 companies, products and brands by
conducting thousands of survey interviews with consumers across the globe every day.
Morning Consult tracks brand perceptions on more than 3,000 companies, products and brands by
conducting thousands of survey interviews with consumers across the globe every day. The data in
this report comes from Morning Consult Brand Intelligence, with the results on pages 2, 3, and 7 from
surveys taken between 6/1/19 - 1/14/20 among U.S. adults who say they use or purchase products from
the NFL at least once a month. An average of 416 such adults rated each of the brands. The results on
page 4 come from surveys taken between 6/1/19 - 1/14/20 among U.S. adults who say they have a
favorable opinion of each NFL team. An average of 264 fans of each team rated each of the brands.
The results on page 5 come from 10,795 survey interviews among U.S. adults, taken over four intervals:
5/1 - 5/15/17, 1/1 - 1/15/18, 1/1 - 1/15/19, and 1/1 - 1/15/20.
Ahead of the 2020 Super Bowl, Morning Consult conducted new research into the brands NFL fans
love. This report highlights the topline findings, including favorite brands in key categories, brands
that overperform with NFL fans, and the preferred chip and beer brand for every fanbase. This data
is only a small window into the expansive range of insights Morning Consult Brand Intelligence
o�ers on how consumer behavior interacts with the NFL.
Additionally, this report showcases new brand tracking data on the NFL, revealing the league’s
perception is rebounding two and a half years after the anthem-kneeling controversy, particularly
among Republicans.
LEARN MORE ABOUT BRAND INTELL IGENCE
BRAND INTELL IGENCE
2
NFL Fans’ Favorite Brands
These are the top performing brands in a range of key industries and product categories, ranked
by the share of NFL fans who say they have a favorable opinion of each brand. “NFL fans” are U.S.
adults who say they use or purchase from the NFL at least once a month.
3
CATEGORY BRAND FAVORABIL ITY
Overall
Beer
Liquor
Car
Chip
Soda
Apparel
Fast food
Car rental
Personalcare product
Airline
Food delivery
Insurance
Sportsentertainment
Non-sportsentertainment
Retailer
Tech
89%
61%
61%
76%
86%
81%
85%
83%
61%
84%
65%
48%
60%
76%
85%
87%
88%
Ritz Crackers
Budweiser
Jack Daniels
Chevrolet
Doritos
Coca-Cola
Levi’s
Pizza Hut
Enterprise
Dove
Southwest
Grubhub
Geico
ESPN
Netflix
Home Depot
TM
4
NFL Fans’ Standout Favorite Brands
These are the brands that perform best among NFL fans, relative to the general population, ranked
by subtracting the share of NFL fans who say they have a favorable opinion of each brand from the
share of all adults who say the same. “NFL fans” are U.S. adults who say they use or purchase from
the NFL at least once a month. In case of a tie, brands are ordered by net di�erence to the next
decimal point (not displayed).
+1759%
42%
NFL fans All adults
HeinekenDi�erence
+1760%
43%MGM Grand
+1753%
36%Samuel
Adams Beer
+1761%
44%Columbia
Sportswear
+1670%
54%TBS
+1646%
30%Kayak
+16
+16
61%45%
Budweiser
62%47%
3M
+1568%
52%Nikon
+1563%
48%Boston Market
5
The Favorite Beer and Chip Brand for Every Fan Base
Determined by share of NFL team fans who say they have a favorable opinion of each brand. “NFL team
fans” are U.S. adults who say they have a favorable opinion of each team.
TEAM BEER CHIP
Arizona Cardinals
Atlanta Falcons
Baltimore Ravens
Bu�aloBills
Carolina Panthers
Chicago Bears
Cincinnati Bengals
Cleveland Browns
Dallas Cowboys
Denver Broncos
DetroitLions
Green Bay Packers
Houston Texans
Indianapolis Colts
Jacksonville Jaguars
Kansas City Chiefs
Heineken
Budweiser
Corona
Budweiser
Corona
Budweiser
Budweiser
Budweiser
Bud Light
Budweiser
Budweiser
Budweiser
Budweiser
Corona
Budweiser
Budweiser
Lay's
Tostitos
Doritos
Tostitos
Doritos
Lay's
Pringles
Ru�es
Doritos
Lay's
Doritos
Tostitos
Pringles
Ru�es
Doritos
Doritos
TEAM BEER CHIP
LAChargers
LARams
MiamiDolphins
Minnesota Vikings
New England Patriots
New OrleansSaints
New YorkGiants
New YorkJets
OaklandRaiders
PhiladelphiaEagles
PittsburghSteelers
SeattleSeahawks
San Francisco49ers
Tampa BayBuccaneers
TennesseeTitans
WashingtonRedskins
Corona
Heineken
Budweiser
Corona
Budweiser
Corona
Corona
Budweiser
Heineken
Heineken
Corona
Heineken
Budweiser
Corona
Heineken
Budweiser
Doritos
Doritos
Lay's
Doritos
Pringles
Doritos
Doritos
Ru�es
Lay's
Doritos
Doritos
Doritos
Lay's
Doritos
Tostitos
Doritos
6
The NFL’s Popularity Is at a Two-Year High
In early January, the NFL’s favorability hit its peak since the fall of 2017, when the controversy
surrounding kneeling for the national anthem began.
The improved standing of
the NFL is largely driven by
Republicans, who soured on
the league in late 2017.
Currently the net favorability
among Republicans is +32,
down from early 2017 but
much improved compared
to January 2018.
15
20
25
30
35
40
45
50
55
60
65
70
3/1/17
4/1/17
5/1/17
6/1/17
7/1/17
8/1/17
9/1/17
10/1/1
711/
1/1712/1/
171/1
/182/1/
183/1/1
84/1/1
85/1/
186/1/
187/1/1
88/1/
189/1/
18
10/1/1
811/
1/1812/1/
181/1
/192/1/
193/1/1
94/1/1
95/1/
196/1/
197/1/1
98/1/
199/1/
19
10/1/1
911/
1/1912/1/
191/1
/20
Favorability Positive buzz
4549
38
53
20
45
13
2
25
37
20 19
36
46
3532
0
5
10
15
20
25
30
35
40
45
50
55
All adults Democrats Independents Republicans
May. 2017 Jan. 2018 Jan. 2019 Jan. 2020
Trump first tweets negativelyabout NFL anthem-kneeling
Pre anthem-kneelingcontroversy
The bars represent the share of adults who have a favorable opinion of the NFL, minus the share who have an unfavorable opinion.
7
Ranking the Popularity of Every Team with NFL Fans
Below is the favorability rating for each NFL team among “NFL fans,” ordered by net favorability.
“NFL fans” are U.S. adults who say they use or purchase from the NFL at least once a month.
TEAM FAVORABLE UNFAVORABLE NET
Seattle Seahawks
Kansas City Chiefs
Green Bay Packers
Houston Texans
New Orleans Saints
Denver Broncos
Pittsburgh Steelers
San Francisco 49ers
Arizona Cardinals
Tennessee Titans
Philadelphia Eagles
Chicago Bears
Minnesota Vikings
Miami Dolphins
Indianapolis Colts
Atlanta Falcons
Carolina Panthers
Los Angeles Chargers
Los Angeles Rams
New York Giants
Tampa Bay Buccaneers
Cleveland Browns
Baltimore Ravens
Washington Redskins
New York Jets
Jacksonville Jaguars
Detroit Lions
Bu�alo Bills
Oakland Raiders
Cincinnati Bengals
Dallas Cowboys
New England Patriots
48%
44%
51%
43%
47%
47%
49%
45%
39%
37%
44%
43%
42%
41%
38%
41%
36%
33%
36%
38%
33%
34%
36%
35%
37%
29%
33%
30%
33%
27%
39%
41%
15%
14%
21%
13%
18%
20%
23%
22%
16%
15%
23%
22%
21%
21%
20%
23%
20%
19%
22%
25%
20%
22%
24%
24%
28%
22%
25%
24%
30%
24%
37%
43%
33
31
30
29
28
27
26
23
23
22
21
21
21
19
19
18
15
15
14
13
12
12
12
11
9
8
7
6
3
3
3
-2
BRAND INTELL IGENCE
Experience the Future of Brand Management
DATALAB: FAVORABILITY
CVS
Heal
th F
avor
abili
ty
0%
25%
50%
75%
100%
0%
25%
50%
75%
100% Pharmacies Industry Avg.
Nov. 21, 2
016 Dec. 5, 2016
Dec. 19, 2016 Jan. 2, 2017
Jan. 16, 2017
Jan. 30, 2017
CVS Health
Pharmacies Industry Average
BRAND ID:
Demographic
DEMOGRAPHICS
DATALAB:
CVS
Heal
th F
avor
abili
ty
0%
25%
50%
75%
100%
Nov. 21, 2
016
CVS Health
MAP: FAVORABILITY
Very Favorable
NE: 10%
0%
40%
20%
60%
VERY FAVORABLE
REQUEST A DEMO
Traditional consumer research is limited, inaccurate, slow, and expensive. Morning Consult is providing
revolutionary new solutions.