The Super Bowl draws millions of viewers worldwide, creating a complex web of logistics to move food, drinks, and fan gear. With an audience of millions of viewers, game day sets the stage for a logistical masterpiece.
According to the NFL, coverage of Super Bowl LVIII delivered “the most-watched telecast in history,” with a 123.4 million average viewership across all platforms.
Super Bowl game day logistics
Based on Super Bowl statistics from 2007 to 2023, the National Retail Federation predicted food and drinks would be the most popular purchases this year – a whopping 80% of consumer spending, compared to 13% for team apparel and 9% on new TV sets.
The sheer volume of food shipped ahead of the Super Bowl is staggering and this year was no exception. The surge for traditional Super Bowl snacks – chicken wings, beer, chips, and avocados – spiked ahead of the game day, as expected.
According to Numerator, Super Bowl staples this year included 88 million pounds of chips and 54 million avocados. Dips, salsa and guacamole had the approval of some 67% of Americans, along with 22% who said nachos would definitely be added to their checkout carts.
Meanwhile, 50% of Americans said they’d be buying soda ahead of the game, while 37% said they stocked up on beer. An estimated 50 million cases of beer were shipped, along with 12 billion chicken wings, purchased by approximately 42% of those surveyed.
Taylor Swift’s brand impact
Taylor Swift’s appearance at the Super Bowl, according to YouGov, influenced a younger demographic this year. The singer-songwriter sensation traveled from Japan to see her boyfriend, Kansas City Chiefs tight end Travis Kelce in action.
Of those surveyed by YouGov, 24% of viewers like Swift, and 68% said they planned to watch the Chiefs game. Overall, 59% felt ‘favorable’ towards Swift. She even outranked other entertainers and Super Bowl stars.
- In second place was Usher, with 53% favorability.
- Third was Travis Kelce with 46% (Chiefs tight end and Swift’s boyfriend).
- Patrick Mahomes (Chiefs quarterback) with 46% favorability.
- Andy Reid (Chiefs coach) with 32% favorability.
- Brock Purdy (San Francisco 49ers quarterback) with 30% favorability.
- Kyle Shanahan (San Francisco 49ers) with 28% favorability.
How brands responded
Swift’s appearance prompted companies to adjust their advertising strategies for the Super Bowl. At the going rate of around $7 million for a 30-second advertisement slot, brands wanted to capitalize on the amount of Swifties tuning in.
Some of these brands favored by women during the 2023 Super Bowl include:
- Pepsi Zero Sugar: 45% increase in demand.
- Michelob Ultra: 40% increase.
- Heineken 0.0%: 40% increase.
- Crown Royal Whisky: 26% increase.
Data from the 2023 Super Bowl indicated a significant increase in demand for products advertised during the game among women. The increase in consumer demand was largely driven by women, “who accounted for a 21% increase in demand growth.”
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About the author
Cheryl has contributed to various international publications, with a fervor for data and technology. She explores the intersection of emerging tech trends with logistics, focusing on how digital innovations are reshaping industries on a global scale. When she's not dissecting the latest developments in AI-driven innovation and digital solutions, Cheryl can be found gaming, kickboxing, or navigating the novel niches of consumer gadgetry.
