SBD/September 9, 2010/NFL Season Preview

McDonald's, Walmart, BofA, Ford Most Popular Among Avid NFL Fans

McDonald's, Walmart, Bank of America and Ford are the brands of choice in their respective categories among avid NFL fans, according to data from Scarborough Sports Marketing. Fifty-two percent of avid fans surveyed from February '09 through March '10 had eaten breakfast, lunch or dinner in the previous 30 days at a McDonald's, tops among all QSRs. The NFL enters the '10 season without a primary sponsor in the QSR category, but does list Papa John's as its official pizza. Papa John's ranked 18th among all QSRs in Scarborough's study. In the department/retail store category, which is also vacant for the NFL, 59.7% of fans said they shopped at a Walmart during a 30-day period, while 37% said they shopped at a Target. Among primary banks, Bank of America ranked first among avid NFL fans. The company is being replaced this season by Barclays as the league's official credit card. Ford, which has strongly hinted that it will stay out of Super Bowl XLV advertising, ranked as the top choice for car models among avid NFL fans. NFL sponsor GM, which has said that it will return to advertising in the Super Bowl after a two-year absence, had four of its models rank in the top 10 among avid fans. Listed below are the top 10 responses from avid NFL fans for the categories of QSR, department/retail store, primary bank and vehicle owned/leased (Scarborough Sports Marketing).
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