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Insights Rooted in New Whitepaper from NRG, “Building Brand Fandom at the Super Bowl”

NEW YORK and PHOENIX, Feb. 8, 2023 /PRNewswire/ — Research from Stagwell‘s (NASDAQ: STGW) National Research Group (NRG), a global insights leader at the intersection of technology, content, and culture, proves the value for brand activation at major sporting events like the Super Bowl in its newest whitepaper, “Building Brand Fandom at the Super Bowl.” In the report, NRG outlines “the anatomy of a fan” by analyzing Super Bowl fans and non-Super Bowl fans’ responses to questions around their excitement for the game, the advertisements, viewing habits, social media consumption, perceptions of the brands involved, and more.

“We encourage brands to think about the massive potential of cultural moments like these as driving forces for business.

The whitepaper is the second iteration of NRG’s “Brand Fandom” platform in the lead up to Stagwell’s Sport Beach activation at Cannes 2023, tapping into the cultural zeitgeist of sport to unpack the journey to fandom across key categories and audiences, and the value for brands in making fans out of their communities.

“There’s no question the Super Bowl is a pinnacle of culture-moving sports events, drawing everyone from committed NFL fans to passive viewers looking to be entertained,” said NRG EVP, Brand Strategy and Innovation, Fotoulla Damaskos. “In this installment of our research, we proved our hypothesis that the same attributes that draw people to sports – community, creativity, exclusivity – are the same ones that drive brand fandom. We encourage brands to think about the massive potential of cultural moments like these as driving forces for their business.”

“There are few events that command such an energized fan base as the Super Bowl, and combined with the buzz before, during, and after a big sporting event, it’s a no-brainer for brands to become part of the conversation if they want to harness that kind of deeply rooted passion for their own brand,” said Stagwell EVP, Chief Marketing Officer Ryan Linder.

Research found that when compared to non-fans, Super Bowl fans are more than just a large captive audience. They are coveted, as they are more likely to be:

• Advocates: 86% enjoy talking about the products and brands they love with other people (vs. 69% of non-SB fans) and are 1.5x more likely to share on social media about brands and products they love than non-SB fans.
• Enthusiasts: 85% like to be in the know about what’s new and next (vs. 62% of non-SB fans), and 69% like to follow their favorite brands on social media (vs. 51% for non-SB fans).
• Connectors: 76% feel a strong connection with people who like the same products/brands that they like (vs. 58% of non-SB fans) and are 1.5x more likely to say that people often ask for their opinions on brands, products, or services.

Added Highlights

• Of those who plan to watch, 96% say they are a big fan of at least one brand advertising at the Super Bowl – much greater than those who say they are big fans of either the Kansas City Chiefs or the Philadelphia Eagles (32%). 
• Fans are just as excited to watch the commercials (89%) as they are the game itself (86%) and the halftime show (85%).
• 87% say the commercials in the Super Bowl set the tone for brand buzz for a long time after the game.
• 41% say they have become a fan of a product because of its Super Bowl commercial.
• 56% say past Super Bowl commercials have deepened a connection they had with a brand.

Brand Innovators Sports Marketing Upfronts
Ahead of the Big Game, the research will take center stage at the “Anatomy of a Fan: Building Brand Passion” panel today, hosted by Brand Innovators and taking place at 10:50 a.m. MST at Hotel Valley Ho. Brand leaders and marketing experts, including Stagwell’s Linder and NRG’s Damaskos, Diageo Senior Vice President of Whiskeys Portfolio in North America Sophie Kelly, and United Airlines Managing Director, Global Sponsorships and Inclusive Partnerships Jennifer Entenman, will answer questions such as:

• How are you harnessing fan power to keep consumers engaged with your brand?
• How much do experiences like the Super Bowl help brands connect to new audiences?
• How can brands continue to leverage and build upon buzz even after the Super Bowl?

To attend the panel and other programming, please register with Brand Innovators here. NRG introduced the research platform at Advertising Week 2022 with “The Power of Brand Fandom.”

Methodology
Data used in this report comes from a study of 1,003 US consumers, ages 18 to 65, conducted from Jan. 27-30, 2023, representative of the national population in terms of age, gender and ethnicity.

About National Research Group
National Research Group is a leading global insights and strategy firm at the intersection of entertainment and technology. Rooted in four decades of industry expertise, the world’s leading marketers turn to us for insights into growth and strategy for any content, anywhere, on any device. Working at the confluence of content, culture and technology, NRG offers insights for bold storytellers everywhere. To learn more, please visit www.nationalresearchgroup.com, and follow us on LinkedIn and Instagram.

About Stagwell 
Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing.  Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com.

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LA Rams on Stadium-Sized Augmented Reality Experimentation

Los Angeles Rams Chief Commercial Officer Jennifer Prince

The Rams made history this Christmas with the world’s largest augmented reality snowball fight, presented in SoFi Stadium during the Rams-Raiders game. For the Rams, it’s all about innovation on an off the field – and how brand and technology partners can reinforce their exploration of new consumer experiences. Hear from Rams Chief Commercial Officer Jennifer Prince about how the team fuels its larger-than-life fan experiences. 

Minnesota Twins on Moving Baseball into the 21st Century 

Minnesota Twins Sr. Director, Brand Experience and Innovation, Chris Iles 

A baseball team with an innovation accelerator? Yep. The Minnesota Twins want to bring always-on experimentation to the stadium, to help bring baseball into the 21st century. Hear from Chris Iles on the Twins’ mission to be the most innovative team in sport – and their experiments in AR, embodied audio, and spatial computing. 

Samsung SVP and GM Harry Patz 

The Infinity Screen in SoFi Stadium is a behemoth 70,000 sq. foot digital display powered by Samsung – and just one of an array of dazzling digital out-of-home experiences Samsung helps support across sporting properties. Hear from Samsung’s Harry Patz about how advancements in screens are re-shaping in-stadium entertainment. 

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Reddit VP, Business Development on The Power of Community  

Reddit’s Timo Pelz joined Stagwell Chief Brand and Communications Officer Beth Sidhu to talk about insights from Reddit’s massive Future Tellers study pulling insights from Reddit’ 100K+ active communities, which unveiled on the convention floor at CES.  

Qualcomm CMO Don McGuire on How AI Will Transform Cars into Spaceships  

In the CES tech alphabet, the “A’s” have it – Qualcomm CMO Don McGuire and Stagwell Chairman and CEO Mark Penn are bullish that artificial intelligence and augmented reality are the tech to bet on in 2023. Watch their interview with Chief Growth Officer, North America, Robyn Freye. 

Zappos CMO Ginny McCormick on Moving Beyond Demographics  

“Age is just a number.” And, by Zappos CMO Ginny McCormick’s estimate, a number marketers are relying on too heavily to drive consumer segmentation. Catch her interview with Stagwell President, Global Solutions, Julia Hammond on the demographics, metrics, and buzzwords marketers need to ditch in 2023.  

Warner Music Group’s Maria Weaver on “The Three C’S”  

Connecting content, commerce, and community experiences is Warner Music Group President Maria Weaver’s big priority for 2023. Watch her interview with Stagwell Chief Brand Officer, North America, Alexis Williams to learn why you need to invest in the “three c’s”  

Mark Penn and Axios’ Sara Fischer on Where Marketing and Tech Meet Politics 

Tech is about to have a political year – but all is not bad for the digital economy, Stagwell’s CEO Mark Penn tells Axios reporter Sara Fischer in this clip from the Stagwell Content Studio at CES 2023. Catch their interview for insights on the streaming market, data regulation, and whether the U.S. will pursue a TikTok ban in 2023.  

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‘COME TOGETHER’ ISN’T JUST A BEATLES SONG – IT’S THE MISSION FOR BRAND ECOSYSTEM IN 2023 

More technology exists than ever before to ensure every digital touchpoint your consumer encounters conveys a consistent and authentic brand experience. Now it’s on CMOs and CTOs to collaborate closer than ever before, unleashing true connected brand experiences at scale. Wearable technology and ever-more-immersive entertainment experiences are opportunities to get this right – but challenges for brands who haven’t yet asked themselves: have you set a plan for unifying online and offline brand, marketing, product, and customer experiences? 

2023 IS THE YEAR FOR AI, BUT DON’T OVERDO IT

AI is the tech darling of 2023, and for good reason. We’ve quickly seen it evolve from basic communication and assistance on tasks to understanding your routine, predicting your behavior, and getting you a C+ on your English paper. OpenAI and other lay-consumer-friendly tools will power an AI-knowledge revolution in 2023. But while AI is great for providing creative activation energy and can get you 85% of the way there, the last 15% requires the near-impossible-to-duplicate human element.

Brands and agencies will need to responsibly blend talent + technology together in 2023 to make AI an effective addition to the marketing tech stack. 

‘COMMUNITY’ IS WHAT CONTENT WAS FOR BRANDS A DECADE AGO

From Stagwell’s own experiments in shared augmented reality, to new social platforms that let friends share content and buy and sell NFT art, brand experiences are starting to hinge on the ability to connect consumers to one another. Community is the new driver of commerce; look out for more brands using technology as a platform to create engaging, 3D and 360 marketing experience for more than one consumer. 

Live from the Stagwell Content Studio @ CES 2023

Stagwell’s Content Studio returned at CES, delivering behind-the-scenes interviews with C-Suite execs at the world’s most ambitious brands on the trends and transformations they’re tracking at CES.  

In this episode, Wells Enterprises Chief Commercial Officer Santhi Ramesh talks data anonymity, immersive experiences, and using robotics to drive automation with Stagwell President, Global Solutions, Julia Hammond.

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ADS HERE, DATA EVERYWHERE

GENERATIVE A.I. IS THE DARLING OF THE SHOW 

EXITING OUR “TECH AS ENTERTAINMENT” ERA

🤖 Category Transformations

We’re watching these sessions for vertical-transforming announcements at CES. Check back with us in a week for our POVs on their news:

• Automotive: Connected Mobility and the New Automotive Customer Experience
• Travel & Hospitality: Top Trends in Travel
• Media & Entertainment: Advertising’s New Normal: Unifying Streaming, Retail, and Identity in 2023
• Retail: AR and VR Go Shopping
• Healthcare: Data in the Age of Public Health Emergencies 

Coming Soon: CES Content Studio

As thousands descend on Las Vegas for CES, Stagwell’s Content Studio returns to deliver behind-the-scenes interviews with business leaders across electronics, food and drink, luxury goods, media, sports, tourism and more. Hear from them on the trends and transformations they’re tracking at CES. Follow our LinkedIn and YouTube to keep up with the series as it publishes during CES.

 Reach out at ces2023@stagwellglobal.com if you are an executive that would like an interview.

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Stagwell
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