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Beer overtakes CSDs as Americans’ drink of choice for Super Bowl

Nielsen study notes shift from healthy to traditional for the big game

January 27, 2014
KEYWORDS nielsen
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While watching Super Bowl XLVIII this year, more than half of U.S. consumers plan to drink or serve beer, according to a study conducted by Nielsen, New York. This reflects a change from 2013, when carbonated soft drinks (CSDs) took the top beverage spot. This year, 53 percent of Americans say they will drink or serve beer during the game, and 51 percent say they will drink or serve CSDs.

An improving economy also will impact how much consumers will spend on food and beverages this year. According to the study, 18 percent of Americans plan to spend more this year on food and beverages for the big game, which marks a 9 percentage point increase compared with last year.

Additionally, U.S. consumers will return to traditional game foods and beverages, like pizza, Buffalo wings, salty snacks and dips, instead of the healthier offerings they consumed last year, including water, vegetable platters and trail mix.

Like last year, the majority of Americans (55 percent) plan to watch the game at home; however, more Americans this year say they plan to watch the game at a bar, restaurant or friend’s house.

Interest in commercials also remains high. This year, 73 percent of U.S. consumers are expected to watch the commercials during the game compared with 68 percent last year. Humorous ads will gain the highest interest followed by sentimental ads, ads highlighting product features, ads that were seen in previous Super Bowl games, and ads that highlight price benefits. A majority of Americans (53 percent) also will continue to comment in real time during commercials using social media, the study notes.

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