1、TGM THE BIG GAME SURVEY IN THE US 2024US REPORTJanuary 2024Exploring American Football Fan Behavior on Game Day!Schedule:03rd January-07th January 2024Sample:A representative sample of N=1,166 participants residing in the United States,age:18-75Methodology:Internet interviews(CAWI),research project

2、was entirely conducted by TGM ResearchAbout TGM The Big Game Survey in the US 2024TGM Research has conducted an independent survey to explore the behavior of Americans regarding one of the most significant sporting events in the United States.1Surveys Demographics13,3%20,0%17,6%17,6%17,8%13,7%18-24

3、yo25-34 yo35-44 yo45-54 yo55-64 yo65-75 yoRespondents AgeN=1,16649,7%50,3%Respondents GenderN=1,1662Whats the level of excitement surrounding The Big Game Day in 2024?What are the Americans plans for watching The Big Game Day?What are the key factors for the American to tune in to The Big Game Day?W

4、hich brands are the favorites for The Big Game Day?How do American football fans anticipate this years winner?Contents3Whats the level of excitement surrounding The Big Game Day in 2024?418|2425|3435|4445|5455|6465|7556%44%72%28%71%29%68%32%72%28%52%48%76%24%57%44%YesNoAll respondents34%66%of the su

5、rveyed Americans will watch The Big Game in 202466%Q:Are you going to watch the Big Game in 2024?N=1,166 Are you going to watch The Big Game in 2024?(%)Age&Gender DifferencesThe Big Game Day captivates a broad audience of Americans spanning various genders and age groups.5Throw or attend a party are

6、 the preferred option for watching The Big Game in 2024.Q:How will you watch the Big Game in 2024?N=77366%of the surveyed Americans will watch The Big Game in 2024While most surveyed Americans prefer watching the Big Game Day at home,some still wish to use the occasion to host or attend a party or c

7、atch the game at a bar or restaurant.62%I will watch the game at home18%I will throw or attend a party11%I will watch the game at a bar or restaurant9%Others618|2425|3445|5455|6411%14%13%27%16%44%7%8%9%78%24%76%44%57%ARE YOU GOING TO WATCH THE BIG GAME IN 2024?YesNoOthersI will throw or attend a par

8、tyI will watch the game at a bar or restaurantI will watch the game at home10%17%13%60%8%19%8%66%24%51%3%19%71%5%Q:How will you watch the Big Game in 2024?N=778Where results do not sum to 100 or the difference appears to be+-1 more/less than the actual,this may be due to rounding.N=580N=58635|4465|7

9、519%10%56%9%10%79%2%15%Preferred option for watching The Big Game in 2024Age&Gender Differences7What are the Americans plans for watching The Big Game Day?862%Chicken wingsof American will watch the game at Chips and dipPizzaNachosOthers75%72%67%56%5%What types of food do you associate with The Big

10、Game parties?(%)home18%of American will throw or attend a partyFood which associated with The Big Game parties.Chicken wingsChips and dipPizzaNachos77%72%69%76%65%68%55%57%73%74%54%67%59%69%55%55%80%81%78%78%70%71%61%65%71%64%75%74%67%53%50%44%18-24 25-3435-4445-5455-6465-75Q:What types of food do y

11、ou associate with The Big Game parties?N=773Q:How will you watch The Big Game in 2024 N=1,166Chicken wings and chips&dip are the preferred choices for Big Game Day parties among Americans of all ages and genders.N=87N=168N=146N=140N=149N=83N=442N=331Age&Gender Differences9Chicken wingsChips and dipP

12、izzaNachosOthers75%72%67%56%5%What types of food do you associate with The Big Game parties?(%)BeerWineLiquorOthers75%42%27%18%What types of beverages do you associate with The Big Game parties?(%)of Americans choose beer for the Big Game parties75%Beer is the top beverage choice for Big Game partie

13、s,followed by liquor.Moreover,beer appears to be the perfect pairing with chicken wings or chips and dip.Beer and chicken wings make an ideal combo for most Americans on the Big Game Day.Q:What types of beverages do you associate with The Big Game parties?N=773Q:What types of food do you associate w

14、ith The Big Game parties?N=773Beer81%67%N=442N=331Gender Differences10MaleFemale52%31%17%53%25%22%Will you spend more or less on The Big Game-related expenses this year than in previous years?(%)-Age&Gender differences29%of Americans claimed they will spend more on The Big Games related expenses thi

15、s year.52%29%19%All RespondentsQ:Will you spend more or less on The Big Game Day-related expenses this year than in previous years?N=773About the sameMoreLessN=442N=3311129%of American claim will spend more on The Big Games related expenses this year.Will you spend more or less on The Big Game-relat

16、ed expenses this year than in previous years?(%)Q:Will you spend more or less on The Big Game-related expenses this year than in previous years?N-773For this years Big Game Day,over 40%of people across age groups plan to spend the same as last year.Notably,individuals aged 35-44 show the highest inc

17、lination to increase their expenses,with 43%.About the sameMoreLess43%35%23%48%32%20%44%43%14%51%27%22%63%18%19%69%14%18%18-24yo25-34yo35-44yo45-54yo55-64yo65-75yoN=87N=168N=146N=140N=149N=8312With 29%of Americans reported that they intend to increase their spending on expenses related to The Big Ga

18、me this year,the most common average budget falling within the range of 0 to 100 dollars.0-50 USD28.2%51-100 USD23.1%501-1000 USD5.8%101-200 USD15.9%1001-2000 USD3.2%201-300 USD9.2%2001-5000 USD2.5%301-500 USD6.8%5000 USD2.6%0-50 USD101-200 USD51-100 USD301-500 USD5000 USD2001-5000 USD201-300 USD501

19、-1000 USD1001-2000 USD14.0%23.6%10.0%26.1%4.8%7.1%2.6%6.5%2.5%18.4%22.4%8.0%30.9%1.2%4.1%2.3%7.3%2.6%N=442N=331What is your average budget spending for this years The Big Game Day?(%)Q:What is your average budget spending for this years The Big Game Day?N=773Age Differences1318|2410%6%10%20%6%21%18%

20、25|349%13%17%19%10%11%18%35|449%9%26%20%9%15%11%51-100 USD101-200 USD201-300 USD301-500 USD501-1000 USD0-50 USD1000+USD45|5455|6465|756%9%30%25%3%4%21%3%7%30%38%4%4%12%3%9%19%57%0%9%0%N=87N=168N=146N=140N=149N=83Q:What is your average budget spending for this years The Big Game?N=773Interestingly,yo

21、unger fans aged 18-34 are willing to spend a higher average budget,ranging from 101-200 USD.Meanwhile,the older group,aged 35-64,is inclined to spend an average budget of 51-100 USD for this years Big Game Day.What is your average budget spending for this years The Big Game?(%)Age Differences14What

22、are the key factors for the American to tune in to The Big Game Day?15The gameThe halftime showThe commercials61%of Americans have identified The Game as the most crucial factor for them on the Big Game Day61%21%18%Which of the following factors are most important to you in The Big Game Day?(%)Q:Whi

23、ch of the following factors are most important to you in The Big Game Day?N=773In addition to the game,the halftime show is also one of the significant factors for Americans on the Big Game Day.1658%31%11%54%35%12%59%21%21%67%10%24%61%16%23%76%11%13%18-24yo25-34yo35-44yo45-54yo55-64yo65-75yoWhich of

24、 the following factors are most important to you in The Big Game Day?(%)Q:Which of the following factors are most important to you in The Big Game Day?N-773The GameThe halftime showThe CommercialsThe GameThe halftime showThe CommercialsThe GameThe halftime showThe CommercialsThe GameThe halftime sho

25、wThe Commercials71%14%14%The GameThe halftime showThe Commercials48%30%22%Age&Gender Differences(%)While the game is undoubtedly the primary factor drawing football fans to the Big Game Day,the halftime show also captures the attention of fans aged 18-34.Interestingly,older fans between 35-64 assert

26、 that the commercials are among the most important factors for them.N=442N=331N=87N=168N=146N=140N=149N=831713.3%TAYLOR SWIFT7.6%USHER6.0%BEYONCE5.5%RIHANNA3.7%EMINEM3.3%SNOOP DOG2.9%DRAKE2.8%JELLY ROLLAre there specific artists or performers you want to see in The Big Game Days halftime show?(%)Q:A

27、re there specific artists or performers you want to see in The Big Game Days halftime show?N=77310.3%TAYLOR SWIFT6.9%USHER5.5%BEYONCE4.9%RIHANNA4.5%EMINEMMale17.3%TAYLOR SWIFT8.5%USHER6.7%BEYONCE6.2%RIHANNA3.1%JELLY ROLLFemaleN=442N=331Top artists/performers Americans want to see in The Big Game Day

28、s halftime show.18Are there specific artists or performers you want to see in The Big Game Days halftime show?Age DifferencesQ:Are there specific artists or performers you want to see in The Big Game Days halftime show?N=77316.2%TAYLOR SWIFT13.4%RIHANNA7.6%DRAKE17.9%TAYLOR SWIFT11.7%BEYONCE9.6%RIHAN

29、NA13.4%USHER11.1%TAYLOR SWIFT9.2%BEYONCE14.3%TAYLOR SWIFT12.4%USHER6.6%SNOOP DOG7.0%TAYLOR SWIFT6.6%JELLY ROLL4.2%CHER14.3%TAYLOR SWIFT8.7%THE ROLLING STONES6.3%ADELE45-54 yo18-24 yo55-64 yo25-34 yo65-75 yo35-44 yoTaylor Swift is the most favorite artist across age ranges.N=87N=168N=146N=140N=149N=8

30、319Which brands are the favorites for The Big Game Day?20When it comes to Big Game Days commercials,When it comes to Big Game Days commercials,Budweiser Budweiser stands out as the most stands out as the most associatedassociated brand brand among American football fans,alongside other notable among

31、 American football fans,alongside other notable names such as Pepsi and names such as Pepsi and DoritosDoritos.NikeNike and and CocaCoca-ColaCola also hold prominent positions in the top 5 brands also hold prominent positions in the top 5 brands associated with football fans Big Game Day experiences

32、.associated with football fans Big Game Day experiences.19.5%11.8%BudweiserPepsiDoritosNikeCoca-ColaBud LightNFLLaysTostitosGeico8.1%7.9%5.6%3.7%2.9%1.2%1.0%0.8%Thinking of the The Big Game Day,which ONE brand comes to your mind first?(%)Thinking of the The Big Game Day,which ONE brand comes to your

33、 mind first?N=773Budweiser and Pepsi are brands most associated with The Big Game Day.21The Big GameDayTOP OF MIND18-2425-3435-4445-5455-6465-75BRANDSNikePepsiDoritosPepsiNikeDoritosBudweiserNikePepsiBudweiserDoritosPepsiBudweiserDoritosCoca-ColaBudweiserPepsiBud LightThinking of The Big Game Day,wh

34、ich ONE brand comes to your mind first?(%)Age&Gender DifferencesBudweiserPepsiNike22%16.1%10.6%13.3%8.7%8.0%BudweiserPepsiDoritosQ:Thinking of The Big Game Day,which ONE brand comes to your mind first?N=77319.5%BUDWEISER11.8%PEPSITOTAL14.2%5.0%3.8%17.6%12%10.9%17.0%10.2%7.5%29.4%13.1%8.4%23.8%13.3%1

35、2.6%42.9%14.3%6.3%N=87N=168N=146N=140N=149N=83N=442N=33122How do American football fans anticipate this years winner?2317.2%voted team from San Francisco to be the winner of this years Big Game DayThe football team from San Francisco are leading in votes as the favored winner of this years Big Game

36、Day.17.2%Team from San Francisco13.7%Team from BaltimoreQ:Who do you think will win the game this year?N=773Team from Kansas CityTeam from DallasTeam from Philadelphia13.0%13.0%9.2%7.4%Team from Buffalo6.0%Team from MiamiTeam from Detroit5.5%Who do you think will win the game this year?(%)24Who do y

37、ou think will win the game this year?(%)Who do you think will win the game this year?(%)The team from Kansas City The team from Dallas The team from San Francisco The team from Philadelphia The team from BaltimoreThe team from San Francisco The team from BaltimoreThe team from DallasThe team from Kansas City The team from Philadelphia 20.4%17.4%12.2%9.8%7.2%17.3%14.0%12.8%11.8%8.7%Q:Who do you think will win the game this year?N=442Q:Who do you think will win the game this year?N=331 25Thank You!