Football Sunday:

Why are people excited for this year’s Super Bowl

Our latest BrandVue report reveals the UK's most loved financial services brands, including aggregators, highlighting the risers and fallers, whilst also shining light on the notable success stories.

The Super Bowl is just days away with the native Los Angeles Rams set to kick off against the Cincinnati Bengals at 6:30pm EST this Sunday. But are Americans planning on participating in Super Bowl festivities? And what are they planning on doing to celebrate?

Compare The Market continues to lead the way, with a three-point increase in Brand Love this year. The brand has topped the leader board within the aggregator category, and made it to the overall top 20 most loved brands for the second year running.

Compare The Market continues to lead the way, with a three-point increase in Brand Love. The brand has topped the leader board within the aggregator category, and made it to the overall top 20 most loved brands for the second year running.

Aggregators have not only offered financial comparison, but guidance in navigating the fast-changing financial elements of the last 18 months, such as Covid related travel insurance policies, or how to save on energy bills whilst working from home. Aggregators offer very similar core services, so as with our 2020 winners, the top performers in the category again have high advertising awareness and offer additional money saving benefits such as deals, tools and apps.

Compare The Market continues to lead the way, with a three-point increase in Brand Love this year. The brand has topped the leader board within the aggregator category, and made it to the overall top 20 most loved brands for the second year running. Compare The Market has built on its highly successful Meerkats advertising campaign through its ‘Meerkat Meals’ and ‘Meerkat Movies’ rewards programme. Offering discounted movies and food, the schemes have helped the brand in establishing strong brand loyalty with customers. For families feeling the pinch during the pandemic, savings on both financial products and leisure time will have proved invaluable.

MoneySuperMarket has remained in second place position in the category. In recent months, MoneySuperMarket has moved away from emotion-based advertising towards campaigns that highlight the broad range of financial comparisons available on its site, as well as tools, apps and guides. Money.co.uk takes third place this year, overtaking GoCompare. Money.co.uk has offered a plethora of handy guides and advice over the pandemic regarding Covid related financial questions and has managed to build Brand Love despite relatively low awareness in comparison to the set.

Download the report here to see the full list of the Top 100 Most Loved Financial Services Brands and find out what it means for a customer to be ‘in love’ with your brand.

Overview

56% of Americans plan on watching the game this Sunday, with only 29% committed to watching the pregame show, and 23% planning on watching the national anthem, which will be performed by country music star, Mickey Guyton.
However, this year’s halftime show draws nearly as much attention as the game itself. 51 % of Americans say they plan to tune in. This can be attributed to the NFL doing an effective job on promoting the event, with two-thirds (65%) of Americans aware of this year’s performers (Eminem, Snoop Dogg, Dr. Dre, Kendrick Lamar, and Mary J. Blige). In fact, this year’s Super Bowl is getting a lot more people excited about the halftime show than previous years. 50% of Americans who casually watch the Super Bowl halftime show say that this year’s performers are better or much better than recent years. [Past years include The Weekend (2021), Jennifer Lopez and Shakira (2020) and Maroon 5 and Travis Scott (2019.)

But what else are sports fans and non-sports fans looking forward to this Sunday?

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Show me the money!

Since the game is being played in Hollywood, it only felt right to pay tribute to Tom
Cruise’s Jerry Maguire. But one tradition surrounding Super Bowl Sunday that can no longer
be downplayed is sports gambling. A quarter of Americans (25%) say they will have some
action on the game through either mobile sports betting on platforms such as DraftKings or
FanDuel, participating in Super Bowl squares, fantasy football, or other forms of wagering.
And although the Rams come into the game as a 4-point favorite, Americans expect it to be a
much closer fight, giving LA the slim edge with 51% predicting the Rams to win the game.

One quarter of Americans (25%) say they will have some action on the game through either
mobile sports betting or other forms of wagering.

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The goods. Food, that is.

Food is always a huge component of the Super Bowl, whether it comes to the snacks before the
game, the barbeques tailgating the event, or food commercials interspersed throughout the
game’s broadcasting. When asked what you plan to do on Super Bowl Sunday, 55% of Americans
said they’ll be making home cooked traditional Super Bowl food, including nachos, chili,
wings, hot dogs, and more. 46% of Americans plan to eat nachos on Super Bowl Sunday, 55%
plan to eat pizza, 56% plan to eat chicken wings, and 61% plan to eat chips and dips.
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