27
2012
Fans From Rival Super Bowl Cities Have Conflicting Tastes
New England Patriots fans are getting pretty spoiled. This will be their team’s fifth Super Bowl since 2001. New York Giants fans are hoping that its déjà vu all over again. That’s because, the last time these two teams played in Super Bowl XLII, the Giants pulled off a big time upset. What’s not to like about this year’s Super Bowl? The game features two teams from cities with a long lasting rivalry. Both teams are led by high profile quarterbacks. Forbes magazine recently ranked Giants co-owners (John Mara and Steve Tisch) and Patriots owner (Bob Kraft) as the NFL’s top owners based on change in franchise value and team winning percentage over the past five years.
Comparing the Giants to the Patriots need not end with dollars and cents from the franchise income statement or wins and losses from the league’s final standings. Here we have a comparison of what makes the home markets of Giants and Patriots fans unique.
All findings are based on analysis of data from Experian Simmons. An index value of 150 indicates a 50% greater likelihood for a particular characteristic to be descriptive of a given market compared to the total. U.S. Market comparisons are made at the DMA level.
| TV Viewing | Boston | New York | Winner |
|---|---|---|---|
| The Big Bang Theory (CBS) | 115 | 88 |  |
| The Office (NBC) | 139 | 113 | |
| 20/20 (ABC) | 91 | 112 |  |
| Extreme Makeover: Home Edition (ABC) | 97 | 112 | |
| Sports Participation | Boston | New York | Winner |
|---|---|---|---|
| Canoeing/Kayaking | 134 | 103 | |
| Backpacking/Kayaking | 116 | 86 | |
| Golf | 106 | 81 | |
| Tennis | 112 | 129 | |
| Magazine Reading | Boston | New York | Winner |
|---|---|---|---|
| Travel + Leisure | 109 | 149 | |
| Instyle | 110 | 141 | |
| Maxim | 88 | 112 | |
| Family Circle | 111 | 90 | |
| Websites Visited | Boston | New York | Winner |
|---|---|---|---|
| NBA | 110 | 181 | |
| 114 | 102 | |
|
| FOX Sports | 97 | 109 | |
| NHL | 138 | 150 | |
| Domestic and Imported Beers | Boston | New York | Winner |
|---|---|---|---|
| Samuel Adams | 204 | 129 | |
| Pabst Blue Ribbon | 121 | 53 | |
| Dos Equis | 112 | 67 | |
| Heineken | 116 | 143 | |
| Online Behaviors | Boston | New York | Winner |
|---|---|---|---|
| Shopping (Made a Purchase) | 133 | 115 | |
| Employment Search | 105 | 122 | |
| Blogs/Blogging | 129 | 113 | |
| Banking | 121 | 107 | |
| Recently Acquired Vehicle | Boston | New York | Winner |
|---|---|---|---|
| Subaru | 140 | 64 | |
| Volvo | 177 | 135 | |
| Buick | 130 | 90 | |
| Mercedes Benz | 118 | 157 | |
| Type of Vehicle Owned | Boston | New York | Winner |
|---|---|---|---|
| Full Size Van | 140 | 64 | |
| Luxury Sports Car | 103 | 169 | |
| Light Duty Full Size Pickup | 113 | 48 | |
| Midsize SUV | 105 | 77 | |
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