The Nielsen Company
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Contact: Gary Holmes (646) 654-8975
Karen Gyimesi (646) 654-8631
THE NIELSEN COMPANY’S GUIDE TO THE SUPER BOWL
New York, NY, January 31, 2007 – Several Nielsen businesses – including Nielsen Media
Research and ACNielsen – today released a wide range of consumer and media information
illustrating the enormous impact that the Super Bowl has on all areas of media and marketing in
the U.S.
As the NFL prepares for Super Bowl XLI on February 4 in Miami, Nielsen has combined data on
television ratings, advertising expenditures, Internet measurement, album sales, box-office
receipts, consumer and lifestyle information of NFL fans in Indianapolis and Chicago, NFL
merchandise and retail sales, consumer segmentation and marketing, and comprehensive market
research for an in-depth analysis of one of the world’s
Television Ratings
biggest sporting events. Among the findings:
•
•
•
•
•
•
•
•
Chicago Bears and Indianapolis Colts sports
merchandise have seen a dramatic rise in retail sales
this year.
More women are drawn to the Indianapolis Colts than
the Chicago Bears. Data show that 59% of
Indianapolis women are Colts fans, vs. 46% of
Chicago women who are Bears fans.
The 2006 Super Bowl was the highest rated TV show
of the year, attracting more than 90 million U.S.
viewers.
The cost for a 30-second TV advertisement reached
an all-time high in 2006, while traditional advertiser
categories continued to dominate the broadcast.
Super Bowl advertisers in 2006 saw a sharp increase
in visits to their web sites following the big game.
Album sales of the Super Bowl halftime performers
soared in the week following their appearance in the
halftime show.
Box office figures continue to plunge on Super Bowl
Sunday.
Sales of soft drinks, beer and chips rise significantly
before the Super Bowl.
Super Bowl Viewers
2006 – ABC – 90.7 million
2005 – FOX – 86.1 million
2004 – CBS – 89.8 million
2003 – ABC – 88.6 million
2002 – FOX – 86.8 million
2001 – CBS – 84.3 million
Program After the Game (average
viewers in millions)
2006 – Grey’s Anatomy (21.0)
2005 – The Simpsons (23.1)
2004 – Survivor All-Star (33.5)
2003 – Alias (17.4)
2002 – Malcolm in the Middle (21.4)
2001 – Survivor II (45.4)
Top-10 Local Market Average
Household Ratings-2006
1. Pittsburgh. 57.5%
2. Seattle-Tacoma. 55.1%
3. Detroit. 52.6%
4. Denver 51.9%
5. Jacksonville 50.9%
6. Cleveland- Akron (Canton) 50.3%
7. Philadelphia 49.0%
8. Indianapolis 48.4%
9. Columbus 48.2%
10. Orlando-Daytona Beach 48.1%
Source: Nielsen Media Research
Super Bowl XL Shows Slight Increase In Viewers (Nielsen Media Research)
In 2006, an average of 90.7 million Americans tuned in to the ABC Network to watch the
Pittsburgh Steelers beat the Seattle Seahawks. The event averaged a 41.6% household rating,
up slightly from the 2005 match-up between the Philadelphia Eagles and the New England
Patriots, which was watched by only 86.1 million viewers in an average of 41.1% of U.S.
households.
In local markets, the highest overall local rating in 2006 – at nearly 58% -- was in Pittsburgh, PA.,
home of Super Bowl XL champions, the Pittsburgh Steelers. The second largest local TV
audience, with an average of 55.1%, was in the Seahawks home town of Seattle, while Detroit,
the hosts of Super Bowl XL, ranked third with an average of 52.6%. Denver, Jacksonville and
Cleveland followed respectively as the next three markets with the largest Super Bowl audiences
(see TV Ratings chart).
Over the past ten years, the most-watched Super Bowl was the 1996 contest between the Dallas
Cowboys and the Pittsburgh Steelers in Super Bowl XXX, which drew 94.1 million viewers for an
average household rating of 46%. With a rating of 49.1% the 1982 Super Bowl is the mostwatched Super Bowl of all time and the fourth-highest rated television program since 1961 (just
behind the final episodes of M*A*S*H, Dallas and Roots Part VIII). Overall, the Super Bowl
accounts for seven of the top-10 telecasts of all time. Of the top-40 sports telecasts since
January 1961, all but six telecasts were Super Bowls.
Super Bowl Viewers Reflect Diversity of American Sports Fans (Nielsen Media Research)
Although men are the demographic with the highest interest in watching the Super Bowl on TV
(41.0%, or 42.6 million viewers), a significant number of women, Hispanics and African
Americans also tuned in to the broadcast.
Approximately 34.7 million women over the age of 18 watched the 2006 Super Bowl for a 31.0%
average rating. Among women viewers, those in the 25-54 age group had the highest interest,
with a 33% average household rating.
An average of 27.2% of African Americans, or
approximately 9.7 million viewers, tuned in to Super Bowl
XL. The highest watching African American age category
was 25-54 years olds, with a rating of 33.4%. An average of
15.7% of Hispanics, or approximately 6.1 million viewers,
watched the 2006 Super Bowl. About 19.1% of Hispanics
over age 55 watched the game, the highest rating for any
age category of Hispanic viewers.
Cost of Super Bowl Advertising Continues to Rise
(Nielsen Monitor-Plus)
In 2006, advertisers continued to pay an increasingly high
premium for exposure to one of television’s largest national
audiences. According to Nielsen Monitor-Plus, the cost for
a 30-second spot during the 2006 game rose to $2,500,000
from $2,402,200 in 2005.
The cost for 30-second advertisements during the Super
Bowl has continued to increase over the past ten years,
Advertising Expenditures
Average 30-second Cost
2006 - $2.5 million
2005 - $2.4 million
2004 - $2.3 million
2003 - $2.15 million
2002 - $2.2 million
Top Advertiser (seconds of exposure)
2006 – Anheuser-Busch (270)
2005 – Anheuser-Busch (300)
2004 – Anheuser-Busch (330)
2003 – Anheuser-Busch (330)
2002 – Anheuser-Busch (300)
# Commercial Minutes:Seconds
2005 – 43:10
2004 – 49:25
2003 – 40:41
2002 – 38:39
2001 – 37:45
Source: Nielsen Monitor-Plus
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with the exception of 2003, which saw a slight drop of $50,000 in the rate from the previous year
to $2,150,000.
Traditional Advertiser Categories Dominated at Super Bowl 2006 (Nielsen Monitor-Plus)
Fifty-seven unique brands advertised over 47 minutes and 20
seconds of commercial time during the 2006 Super Bowl,
according to Nielsen Monitor-Plus. The categories that
advertised the most during the 2006 Super Bowl included Beer,
Motion Pictures, Automotive and Wireless Telephone Services.
The Beer category increased its airtime from 4 minutes in 2005
to 4 ½ minutes in 2006. Motion Pictures decreased ad time in
2006 versus the prior year by one minute from 5 ½ to 4 ½
minutes. Automotive also saw a decline in ad budgets by 1 ½
minutes to 4 minutes in 2006.
Anheuser-Busch aired the most commercial time with 4 ½
minutes for their Budweiser, Bud Light, and Michelob Amber
brands. Budweiser aired one 60-second ad and two 30 second
ads. Bud Light ran four 30-second ads, while Michelob Ultra
aired just one 30-second spot.
Pepsi-Cola aired 2 minutes of commercials, making it the
second largest advertiser. Gilette, Mobile ESPN, Walt Disney
World, and Warner Brothers Entertainment tied for third place,
each airing 90 seconds of ads.
In 2006, the automotive category included advertising for
Toyota, Cadillac, Ford, Hummer and Honda. Toyota promoted
its Camry Hybrid and Tacoma Truck with 30-second spots for
each; Ford Escape Hybrid and Honda Ridgeline also ran one
30-second ad for their brands, while Cadillac Escalade and
Hummer H3 each ran one 60-second commercial.
In the Motion Picture category, nine different films were
advertised, each with a 30-second commercial. Warner
Brothers Entertainment ran the most commercials, advertising
for its movies: 16 Blocks, V for Vendetta, and Poseidon.
Advertising Information
Top Advertiser (seconds of exposure)
2006 – Anheuser-Busch (270)
2005 – Anheuser-Busch (300)
2004 – Anheuser-Busch (330)
2003 – Anheuser-Busch (330)
2002 – Anheuser-Busch (300)
Average 30-second Cost
2006 - $2.5 million
2005 - $2.4 million
2004 - $2.3 million
2003 - $2.15 million
2002 - $2.2 million
2006 Top Categories
(seconds of exposure)
1. Beer - 270 seconds
Motion Pictures - 270 seconds
2. Autos & Trucks - 240 seconds
3. Wireless Tel. Svcs - 150 sec.
2006 Top Advertisers
(seconds of exposure)
1. Anheuser-Busch - 270 seconds
2. Pepsi-Cola - 120 seconds
3. Gillette - 90 seconds
Mobile ESPN - 90 seconds
Walt Disney World - 90 seconds
Warner Brothers Entertainment 90 seconds
Source: Nielsen Monitor-Plus
Finally, in 2006, the Wireless Telephone category was domiated by Mobile ESPN and Sprint,
accounting for a total of 2 ½ minutes of commercial time.
To view the commercials that aired during the last eight Super Bowls, visit our creative website at
https://www.nielsenmedia.com/monitorplus/superbowl/. The commercials for this year’s game will
be posted on this website Wednesday, February 7. Please check back.
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Internet Traffic: Web Becomes
Integral part of Super Bowl Ad
Campaigns (Nielsen//NetRatings)
In 2006, Super Bowl advertisers saw
an impressive 55 percent increase in
their Web traffic on the day after the
big game, from 7.9 million unique
visitors on Super Bowl Sunday to 12.1
million on Monday (see Table 1).
Web Traffic Growth for Super Bowl Advertisers
(U.S., Home & Work)
2/6/06
2/5/06 Unique
Unique
Audience
Audience
Web Site
(000)
(000)
Aggregation of All
Advertiser Sites
12,149
7,850
861
Fidelity Investments
284*
925*
Overstock.com
337*
1,230
Expedia
511
1,094
godaddy.com
639
1,450
Career Builder
852
Traffic
Growth
55%
203%
145%
141%
71%
70%
Fidelity Investments was the fastest
growing Web site day over day,
Source: Nielsen//NetRatings, February 2006
increasing 203 percent. Overstock.com
* Note: These estimates are calculated on small sample sizes and are subject to
ranked No. 2 with a 145 percent
increased statistical variability as a result.
increase, and Expedia rounded out the
top three, growing 141 percent from Sunday to Monday.
Most Buzzed Ads from Super
Bowl 2006
Leading up to the Super Bowl, fans go online to check out stats and
2006
prepare for armchair quarterbacking. In the week ending February
Weighted
5, 2006, Superbowl.com had a unique audience of 2.3 million, a 26
Company
Buzz Ranking
percent increase over Super Bowl week in 2005. NFL.com and NFL
Budweiser
1
Team Sites had 2.0 million unique visitors each during that same
Bud
Light
2
week in 2006, a 46 and 17 percent year-over-year increase,
Degree
3
respectively.
Burger King
4
Pepsi
5
Sprint
6
Super Bowl Buzz on the Internet
FedEx
7
Michelob Amber
8
Nielsen BuzzMetrics audits brand buzz before, during and after the
Hummer
9
Super Bowl, arming advertisers with comprehensive data and deep
Pizza
Hut
10
insight around commercial talk-value, stickiness, virality and even
the popularity and appeal of the spokespersons and celebrities in
Source: Nielsen BuzzMetrics
the television advertising event.
The accompanying chart shows the most buzzed about commercials
from the 2006 Super Bowl. Conversation "lifts" in brand related
discussion coming from the BuzzMetrics database of
Blog Posts Discussing Super
approximately 40 million blogs.
Bowl Ads and Kevin Federline
Among total blog posts related to 2007 Super
Bowl advertising, Britney Spear’s ex, Kevin
Federline – also known as “K-Fed” – is
leading the discussion thanks to his recently
announced role as pitchman for Nationwide
Insurance. In the seven-day period ending
January 21, 2007, K-Fed buzz around Super
Bowl advertising represented 26% of all blog
conversations related to Super Bowl
advertising, and fully 49% on January 17.
Other top issues being discussed prior to the
game include buzz around the “user
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generated ad” contests by several advertisers, and a marriage proposal that is scheduled to take
place during one of the ads. As in past years, total blog buzz around the Super Bowl is expected
continue building rapidly and peak the day after the game.
Box Office Gross (Nielsen EDI)
As usual, movie-going plunged on 2006 Super
Bowl Sunday. Box office receipts, which
averaged $31.1 million on a typical winter
Sunday in 2006, fell to $19.4 million on Sunday,
February 5, 2006 – a 38% decline. Over the past
five years, the average domestic box office for
Super Bowl Sunday versus the average winter
Sunday is down by about $11.8 million.
Album Sales of Half Time Performers Again
See Strong Increase (Nielsen SoundScan)
This year, recording artist Prince will take a break
from his Las Vegas show to perform in the Pepsi
Super Bowl XLI Halftime Show at Dolphin
Stadium in Miami. According to past trends,
Prince and other Super Bowl performers can
expect to see a sharp increase in album sales in
the week following the big game.
As a halftime performer during the 2006 Super
Bowl, The Rolling Stones saw a significant
increase in sales of their albums. Nielsen
SoundScan compared album sales data from the
week prior to Super Bowl XL, ending February 5,
2006, versus the week ending February 12,
2006, and the Rolling Stones "A Bigger Bang"
saw a 34% increase in sales.
Super Bowl performers in 2005 also saw their
album sales increase in the week following the
game. Paul McCartney’s 2002 Back in the U.S.
saw a 542% increase in sales. Similarly, his 1987
album, All the Best, saw a 246% increase in
sales, while his 2001 release, Wingspan: Hits
and History, recorded a 161% increase. Sales of
The Beatles albums also rose, including The
Beatles 1, released in 2000, which saw a 72%
increase in sales.
Film – Over the past five years the average
domestic box office gross for a winter weekend
versus the average Super Bowl weekend is
down by about $11.8 million on game day.
Box Office Receipts (In millions of dollars)
2006
Avg. Winter Sunday
Super Bowl Sunday
$ 31.1
$ 19.4
2005
Avg. Winter Sunday
Super Bowl Sunday
$30.2
$18.2
2004
Avg. Winter Sunday
Super Bowl Sunday
$32.0
$17.3
2003
Avg. Winter Sunday
Super Bowl Sunday
$29.8
$18.8
2002
Avg. Winter Sunday
Super Bowl Sunday
$29.1
$19.3
Halftime Performers Album Sales –
Percent Increases
2006 – Rolling Stones – A Bigger Bang –34%
2005 – Paul McCartney – Back in the U.S. -542%
2004 – Justin Timberlake – Justified – 160%;
Janet Jackson – All For You – 160%
2003 – No Doubt – Tragic Kingdom – 58%
2002 – U2 – All That You Can’t Leave Behind –
142%
2001 – Aerosmith – Greatest Hits – 100%
Internet Source: Nielsen//Net Ratings
Music Source: Nielsen SoundScan
Box Office Source: Nielsen EDI
In 2004, performers also saw their album sales increase in the week following the game.
Justified by Justin Timberlake saw an increase in sales of 160% and three of Janet Jackson’s
albums, including Rhythm Nation, Velvet Rope and All For You all had over a 100% increase in
sales. At the same time, Nelly saw a 56% increase of sales for Nellyville, while Kid Rock’s selftitled album had a sales increase of 25%.
Page 5 of 9
Super Bowl Continues to Influence Sports Merchandise Sales (SportScanINFO)
A dramatic increase in retail sales of Chicago Bears and the Indianapolis Colts merchandise
reflect how loyal football fans are voting with their pocketbooks again this year for their favorite
Super Bowl teams.
The Chicago Bears and the Indianapolis Colts are both among the top five overall best selling
teams in the NFL to date. Over the past four weeks, since the start of the NFL playoffs, the
Indianapolis Colts and the Chicago Bears are the top two best selling teams, respectively.
In terms of jersey sales, both Peyton Manning and Joseph Addai of the Indianapolis Colts, along
with Brian Urlacher of the Chicago Bears, are currently among the top 6 best sellers among all
NFL players
In 2006, the NFL finished the year up 15.0% in terms of dollar
sales at retail and is currently up 41.7% for the first 4 weeks of
2007 in terms of all licensed merchandise.
Consumer Products (ACNielsen)
ACNielsen reviewed over 650 food and beverage product
categories sold in U.S. grocery stores to see which ones benefit
most from the Super Bowl. This analysis was conducted by
comparing last year’s average one-week sales performance for
the two-week period including game day (two-weeks ending on
February 11, 2006) with average one-week sales performance
over a six-week period (three-weeks ending January 28, 2006,
plus three-weeks ending March 4, 2006). The accompanying
chart shows those product categories that benefited the most in
terms of total incremental sales dollars and those that enjoyed
the largest percentage sales gain from the Super Bowl.
Comparing last year’s Super Bowl food preferences in the two
markets that are home to this year’s teams – Chicago and
Indianapolis – there are some noteworthy similarities and
difference between the two cities. Looking at the largest overall
percentage of sales increases, both markets showed strong
sales growth in cocktail franks and processed cheese loaves.
However, Chicago area supermarkets showed strong growth in
sales of frozen unbreaded crab, refrigerated fruit, dip mixes, and
dairy dips; while Indianapolis area supermarkets experienced
bumps in the sales of ‘Miracle Whip’ type salad dressing, frozen
hors d’ oeuvres & snacks, brownie mixes, and bratwurst &
knockwurst.
Product Categories – Super Bowl Weeks*
Largest Overall Sales Increase
→ Tortilla Chips – $10.2 million
→ Light Beer – $9.2 million
→ Regular Beer – $8.7 million
→ Potato Chips – $7.8 million
→ Regular Cola – $7.7 million
→ Frozen Pizza – $7.3 million
→ All Remaining Carb Bev – $5.5 million
→ Frzn Poultry 1-Food Entrée’s – $5.4
million
→ Mexican Sauce – $5.3 million
→ Ice Cream – $4.7 million
Product Categories – Super Bowl Weeks*
Largest Overall Percentage Sales Increase
→ Cocktail Franks – 118.1%
→ Beef Steak-Frozen – 58.4%
→ Pork-Frozen – 48.8%
→ Dip Mixes – 37.0%
→ Processed Cheese Loaves – 36.3%
→ Dairy Dip – 36.1%
→ Bread Mushrooms-Frozen – 35.6%
→ Tabasco/Pepper Sauce – 34.8%
→ Canned Dip – 32.2%
→ Barbecue Sauces – 31.7%
*Two-weeks ending February 11, 2006
Source ACNielsen; Supermarket sales
More Women are Fans of the Indianapolis Colts than the Chicago Bears, According to
Scarborough Sports Marketing
Scarborough Sports Marketing, a media and marketing service which measures lifestyles
shopping habits, and media patterns of America’s sports fans, finds that Bears and Colts fans
have distinct demographics and lifestyles.
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The Scarborough analysis found that 59% of Indianapolis women are Colts fans, versus 46% of
Chicago women who are Bears fans. Both Bears and Colts fans are more likely than others in
their cities to have an annual household income of $100k+, but more Bears fans fall into this
bracket. Thirty percent of Bears fans have this income level, versus 16% of Colts fans. Fans of
both teams are more likely than others in their market to be in white collar jobs.
Expect lots of golfing in Miami. Both Bears and Colts fans are avid golfers. Bears fans are 44%
more likely than other Chicagoans to have golfed during the past year, and Colts fans are 45%
more likely than others in Indianapolis to hit the links. Fans of both teams are active and enjoy a
wide range of outdoor activities. Among their top five leisure activities, both teams enjoy
gardening, swimming and bowling as favorites.
When it comes to beverages, it is no surprise that fans of both teams enjoy beer all types of beer:
domestic and foreign, microbrews and light beers, Bears and Colts fans are more likely than
others in their cities to enjoy them all. Vodka, rum, and tequila are the top choices for Bears and
Colts fans in the liquor category.
In the restaurant category, both Bears and Colts fans cite McDonald’s as their fast food
restaurant of choice, and, they are avid fast food restaurant goers. Bears fans are 15% more
likely than other Chicagoans to have eaten at a fast food restaurant 10 or more times during the
past month. Colts fans are 12% more likely than others in Indianapolis to have done so.
Sporting goods and apparel shopping varies slightly between both teams, in part because the
stores available in each of their cities differ. Dick’s Sporting Goods is the top sporting goods store
for Colts fans. 28% percent of Colts fans shopped at Dick’s during the past three months. WalMart is the leading sporting goods store for Bears fans. 19% of Bears fans shopped Wal-Mart for
sporting goods during the pat three months. Bears fans are 55% more likely than other
Chicagoans to have purchased NFL apparel during the past year. Colts fans are 31% more likely
than all adults in Indianapolis to have done so.
Bears and Colts fans are more likely than others in their cities to use their cell phone for instant
messaging. In fact, they use a variety of features on their cell phone, from picture taking and ring
tone downloads to Internet and push-to-talk (2-way).
Brands Appearing in the 2006 Super Bowl Game (Nielsen Sponsorship ScoreCard)
Nielsen’s Sponsorship Scorecard monitors advertising sponsorships of sporting events by
measuring the time each brand is seen or heard on screen, and how many people were exposed
to each brand. Scorecard data from the 2006 Super Bowl illustrates a surprising correlation
between brand duration and impressions, or the aggregated number of times a brand is seen.
The data show that more time on screen does not necessarily yield more impressions of those
who viewed or heard each sponsor’s brand.
In comparing all brands across all locations throughout the 2006 Super Bowl game, Sprint
(ranked 3rd) appeared on screen for ONLY one (1) second longer than Pepsi (ranked 4th), but
delivered nearly 79 million more household impressions (see chart below)
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Brands Seen/Heard During the Super Bowl 2006
Brand
MOTOROLA
ELECTRONIC
EQUIP
GATORADE
DRINKSISOTONIC
SPRINT TELCM
SVCS
PEPSI-COLA REG
SOFT DRINK
CADILLAC
AUTOS &
TRUCKS
Total # of
Occurrences
Total Households (000)
93
Total
Duration in
Seconds
377
95
326
497731
8
169
251647
26
168
173033
14
109
138616
585119
Top Brand Locations at Ford Field
A similar pattern is evident when
evaluating different sponsorship
locations in the stadium. The “primary
scoreboard” location was on screen for
37 seconds and delivered over 52 million
household impressions, compared to the
“commentator booth,” which was on
screen for 42 seconds and only received
42 million impressions.
The “commentator booth” was on screen
for 5 seconds longer than the “primary
scoreboard”, but still obtained 10,000
impressions less.
Super Bowl 2006
Location
ON-SCREEN
GRAPHIC
SIDELINEHEADSET
ARENASTADIUM AD
SIDELINETOWEL
SIDELINECOOLER
Total # of
Occurrences
45
Total
Duration in
Seconds
Seen/Heard
on Screen
415
91
374
65
351
24
88
25
87
Total Households
(000)
589,437
580,697
407,884
135,399
129,542
Source: Nielsen Sponsorship Scorecard
Indianapolis and Chicago Super Bowl Fans Trend Towards Different Lifestyles (Spectra)
A consumer segmentation analysis from the marketing company Spectra revealed some of the
unique characteristics of Super Bowl viewers from Miami, Indianapolis, and Chicago compared
with national professional football fans. Utilizing Spectra’s BehaviorScape framework, viewer
characteristics can be determined based upon BehaviorStages (which bring to life key household
factors that impact consumer purchasing behavior), and LifeStyles, (which further differentiate
consumers by highlighting affluence and the neighborhood type in which they live).
For instance, most viewers of professional football across the U.S. typically watch on the
weekend one or more times per month, and tend to come from affluent neighborhoods from a
variety of household types. They span across all neighborhood types and tend to skew toward
couples 35+ without children in the household as well as singles under 35 with no children.
Popular Super Bowl snacks that skew highly across the average US viewer are bags of nuts,
brats, popcorn, and frozen poultry.
Super Bowl viewers in the host city of Miami watch the game on TV live in both
urban and affluent suburban households across household types.
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Indianapolis residents who watched the Super Bowl last year generally come from rural and
downscale suburban neighborhoods. Additionally:
•
•
•
Indianapolis viewers purchase above average amounts of sausage, buns, and brats than the
average viewer.
Indianapolis viewers are likely to do their grocery shopping (possibly for Super Bowl snacks)
at Wal-Mart, Aldi, or Kroger.
There is also a very high concentration of Super Bowl viewers who are likely to shop in
smaller accounts such as IGA and Buehler’s Buy Low.
Chicago residents who watched the Super Bowl last year likely live in urban and affluent
suburban households across household types. Additionally:
•
Viewers in Chicago tend to purchase more bagged nuts, beer, frozen poultry and meat than
the average viewer.
•
Chicago viewers are likely to do their grocery shopping (possibly for Super Bowl snacks) in
Dominick’s, Trader Joe’s, and Whole Foods.
There is also a very high concentration of Super Bowl viewers who are likely to shop in smaller
accounts such as Wild Oats and Sunset Food Marts.
About Nielsen
Nielsen Media Research is a part of The Nielsen Company, a global information and media
company with leading market positions and recognized brands in marketing information
(ACNielsen), media information (Nielsen Media Research), business publications (Billboard, The
Hollywood Reporter, Adweek), trade shows and the newspaper sector (Scarborough Research).
The privately held company has more than 42,000 employees and is active in more than 100
countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more
information, please visit, www.nielsen.com.
For more information, please visit the Nielsen website at www.nielsen.com
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