Super Bowl 50: Social Fan Showdown

by Jack Weinstein

Fans of the Denver Broncos and Carolina Panthers have more in common than you might think.

The two teams are set to square off in Super Bowl 50 on Sunday. But before they do, we wanted to see how their fans compare . So we evaluated the behaviors of each team’s engaged audience on Facebook in December and January to determine which brands they interact with on the social platform—as we did with Super Bowl XLIX , the 2015 NBA Finals and 2015 U.S. Open .

Understanding which brands your audience engages with could lead to partnership or cross-promotional opportunities.

Broncos and Panthers fans engage most often with “Good Morning America,” Starbucks, Bleacher Report, the NBA and “SportsCenter.” They also share several other sports brands, including the NFL, the most-engaged brand for each fan base.

They also engage with some of the same national media brands, including “Today,” Fox News, “The Ellen DeGeneres Show” and USA Today. Mercedes-Benz was the luxury auto brand both sets of fans had in common.

Some of the differences in brand preference between Broncos and Panthers fans involved proximity to home. Panthers fans were more likely to support regional brands like Krispy Kreme and the department store Belk, both of which are headquartered in North Carolina. Broncos fans preferred more national brands, including The New York Times and REI. Though Taco Bueno is located mostly in middle America.

Broncos fans also had much different TV tastes than Panthers fans. They opted for law enforcement dramas, including “Chicago Fire” and “Blue Bloods.” Panthers fans preferred character-driven dramas “Empire” and “Scandal.”

What surprises you most about how Broncos and Panthers fans engage with other brands on Facebook? Let us know in the comments.

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