This year’s Super Bowl teams have two of the most passionate fanbases in all of football, as the New England Patriots attempt to continue their dynasty with another Super Bowl championship against the Philadelphia Eagles. However, for marketers and advertisers, the real game is trying to make sure that their Super Bowl-related campaigns convert well, especially given the high cost to advertise during the big game. So what can marketers do to make sure that they are getting their messaging to the right audience, especially when the stakes are so high? In the case of the big game, you can use audience analysis tools to understand the fans each team.

2018 Superbowl Audience Analysis

Using audience analysis tools, like Synthesio’s Profiler tool, helps brands pull data on the personas of consumers online, which allows marketers to better target their campaigns. We decided to do this Super Bowl audience analysis, and below is what we learned about both fanbases:

Superbowl audience analysis

We learned, with our audience analysis tool, that both the Patriots and the Eagles have a fan base that enjoys Dunkin Donuts and Bud Light. However, they couldn’t be more different in their interests. The Patriots team has a broader fan base. The age range of their fans is above 45, with the majority of fans above the age of  65. Meanwhile, the Eagles’ supporters fall between 18 to 44 years old, and many between 25 to 34 years old. The games, electronics, and clothing are also vastly different for both fan bases. Which means that brands should plan their new marketing campaign around their biggest supporters as well.

Audience Analysis Tools for Marketers and Advertisers

This type of audience analysis can be crucial to marketers and advertisers as they can use the information to tailor their campaigns and messaging to make sure they resonate well with their audiences. For example, if you’re a sports apparel brand whose target audience is men in their 20’s, you can use this Super Bowl audience analysis to know that you will want to target Eagles fans. However, if you are an outdoor recreational retail store targeting an older audience, you should be focusing on New England Patriots fans.

Looking at a Super Bowl audience analysis can show marketers just how important audience analysis tools can be when trying to get the most out of every campaign. In the marketing and advertising industries, that’s the equivalent of scoring a game-winning touchdown!

Want to know how to get your own audience insights through Synthesio’s Profiler tool? Reach out for a free demo today!


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