The insights, from CGA by NIQ’s latest Canada Consumer Pulse are clear. Live sports are a major draw. The NHL provides a prime example of this, given the hugely positive uplift the Stanley Cup Playoffs brought to the On Premise at the start of the year.
In terms of who’s watching, LDA-34 years olds are the most enthusiastic viewers, with older demographics (55+) less likely to go out during sports seasons.
Notably, it’s not just the game itself drawing consumers. A gigantic 86% of sports fans visit On Premise venues either before or after a sporting event they’re attending, with almost a third (31%) visiting both before and after. This demonstrates how integral On Premise venues are to the overall sports viewing experience for consumers who are simply going out to watch a game or, those that are attending one in person, representing an extended window for brands and venues to engage with customers.
Promotional offerings are essential for On Premise locations on game day and are a core driver of path to purchase for consumers. 66% state they are highly likely to engage with branded promotions while out during live sporting events, through drink deals, branded giveaways, and more.
CGA by NIQ’s OPUS (On Premise User Survey) highlights that Beer is king among those who visit bars and restaurants to watch sporting events. 73% of state they drink Beer while out, +23pp more than the average On Premise visitor. Whilst smaller in size, ample opportunities exist within Spirits and particularly with Cocktail offerings (35%) which are growing in popularity.
CGA by NIQ’s consumer behaviour tracking provides granular, detailed insight into the in-outlet dynamics that are critically important for suppliers and operators. To learn more about the ever-changing relationship between consumers and brands, categories, and occasions, get in touch with Mitch.x.Stefani@nielseniq.com and learn more about how OPUS can enable insight driven decisions throughout your business.
