Fans Will go (Lady) Gaga Over Super Bowl Parties in February

BY Courtney Huckabay
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Lady Gaga would attract millions of non-​football fans to watch the Super Bowl, according to NPD. Music fans expand brands’ advertising reach far beyond the Super Bowl. In fact, nearly one-​half of those who watch the Super Bowl on TV are not football fans, according to global information company, The NPD Group.

All of these added viewers are tuning in for the halftime show, the buzzworthy TV ads, and/​or as part of a friendly social gathering.

Music artists who are selected to perform during the Super Bowl halftime show bring their own massive fan bases that undoubtedly add to the total viewing audience. According to NPD, Lady Gaga – who is expected to perform this year — has 51 million fans in the U.S., and more than half are not football fans, therefore Lady Gaga’s engagement is expected to bring a significant number of additional Super Bowl viewers.

You can bet there will be more Super Bowl parties all over the nation, simply for the half-​time show! Gaga's following – her "Monsters" – is a dedicated bunch that typically has no interest in football. So this raises new opportunities for retailers, the foodservice industry, and bars to target a different kind of Super Bowl audience. The AudienceSCAN study found 23.8% of U.S. adults hosted or attended a Super Bowl party last year, so just think how that number will grow with Gaga fans this time around.

This annual entertainment venue presents advertisers with a unique opportunity to influence the purchases of millions of target consumers,” said Barbara Zack, Vice President at the NPD Group. “And the selection of the Super Bowl performers can impact the total number of viewers, the demographics of viewers, the purchasing power of viewers, and ultimately the value of the event to specific advertisers.”

Try reaching Super Bowl Party Hosts/​Attendees with sponsored search results (like on Google, Yahoo or Bing), because AudienceSCAN research said 34.3% took action based upon these results in the past month.

Pepsi is a Super Bowl sponsor, and the choice of Lady Gaga does present a unique opportunity for them.  Lady Gaga’s 51 million fans are +24% more likely to be brand switchers – to drink both Pepsi and Coke – and so if Pepsi is able to engage with these fans in a compelling manner through Gaga’s performance, perhaps Pepsi can successfully impact their brand choice and ultimately Pepsi’s market share.

The AudienceSCAN survey reported 30.4% of Super Bowl Party Hosts/​Attendees love entertaining/​hosting or attending parties in general, so they might want to out-​do themselves for the Gaga fest in February.

Doritos (another PepsiCo brand) has also traditionally been a regular Super Bowl advertiser, and Lady Gaga’s fans represent fully 22 percent of all consumption of this product category (corn/​tortilla chips).  Another traditional Super Bowl advertiser, GEICO, also stands to benefit from Gaga, as her fan base is 8 percent more likely to be a GEICO customer.

Food is always central to a Super Bowl party, but restaurants and caterers might want to advertise some Lady Gaga-​themed appetizers, or some upscale options for those party hosts who want to amp it up without doing all the cooking. According to AudienceSCAN research, 35% of Super Bowl Party Hosts/​Attendees have used the internet via browser, tablet or smartphone to order food from a restaurant.

Adele, who is rumored to have turned down an opportunity to perform in this Super Bowl, would have brought almost 78 million fans, including almost 41 million who are not football fans. Adele could have brought a potential windfall of additional viewers to the Super Bowl, even more so than Lady Gaga.

Party goers might want to keep the performance going well after half time. Party supply rental companies could promote karaoke specials for the big game. Super Bowl Party Hosts/​Attendees can do their best Gaga imitations, since AudienceSCAN data revealed they are 61% more likely than average to love karaoke.

Whether the halftime performer is Lady Gaga or another major star, there are real, actionable differences in fans’ category and brand use that advertisers can leverage to their benefit,” said Zack.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.