Cheeseheads vs. Terrible Towels:What makes Packers and Steelers fans tick?

An Experian Marketing Services research report

Page 2 | Cheeseheads vs. Terrible Towels: What makes Packers and Steelers fans tick?

Introduction

Two storied franchises will collide in this year’s Super Bowl, the Green Bay Packers and the

Pittsburgh Steelers. Based on the overwhelming national popularity of these two teams, many

football enthusiasts consider this year’s Super Bowl to be a marquee matchup. It’s the rich and

unique tradition of the Packers versus the gritty work ethic of the Steelers. If you are feeling

nostalgic, it’s Titletown USA versus the Steel Curtain.

Sports fans from both markets are huge supporters of their football teams, but a look into their

behaviors and attitudes reveals passions beyond a one-dimensional Cheesehead or Towel Twirler.

Considering the vast preferences, marketers recognize the need to define characteristics that truly

distinguish their target audience.

To provide those insights, we conducted a detailed market analysis using a wide variety of data

sources including research information from Experian® SimmonsSM, Hitwise®, and the Mosaic®

Consumer Lifestyle segmentation solution, which defines the predominant household types for

each area, as well as the behavioral and attitudinal data of its residents. Let’s delve further into the

hearts and houses of Green Bay and Pittsburgh area residents.

Cheeseheads vs. Terrible Towels: What makes Packers and Steelers fans tick? | Page 3

Who they are: Insights gleaned from Experian Mosaic Consumer Lifestyle SolutionAn enlightening glimpse into the lifestyles of Packers and Steelers’ supporters living in Green Bay and Pittsburgh, and surrounding communities, creates exciting targeting opportunities for marketers. Using Mosaic segments from Experian to dissect these two markets, marketers can identify the “Small-town Contentment” of Green Bay — these are middle-aged, upper-middle-class families living in small towns and surrounding satellite cities, versus the “Blue-collar Backbone” of Pittsburgh — these are budget-conscious, young and old blue-collar households living in older towns.

Meet the predominate household types in Packers and Steelers countryIn Green Bay you will find over twice the concentration of households from the Small-town Success and Family Convenience segments compared to Pittsburgh. Successful Suburbia (these are upscale,

middle-age, married couples with children), the fifth most populated segment in Green Bay, is also the most over-represented segment with five times the concentration of households compared to the national average.

In Pittsburgh you will find a larger share of neighborhoods consisting of households from the Urban Commuter Families and Steadfast Conservative segments compared to Green Bay. Lower-income Essentials (these are lower income, empty-nesting couples and aging seniors) is the third most populated segment in Pittsburgh. With over eight times the concentration of households compared to the national average, this is also the most over-represented segment in Pittsburgh.

Super-sized marketing is not for everyone Not all marketers can afford to spend millions of dollars placing Super Bowl ads to reach massive audiences. A more efficient approach is to target various market segments with relevant messages, using the power of segmentation solutions.

A retailer developing a marketing campaign for its new line of children’s apparel should target growing families in the Small-town Success and Family Convenience segments, rather than including populations with older couples and seniors in households that are much less likely to contain children. Time and time again precision targeting based on consumer lifestyles delivers greater return on marketing spend (see Chart 2 on page 6).

The fifth most populated segment in Green Bay is also the most over-represented segment with five times the concentration of households compared to the national average.

Page 4 | Cheeseheads vs. Terrible Towels: What makes Packers and Steelers fans tick?

What they do: Insights gleaned from Experian Simmons and Hitwise

Green Bay fans pack them in for tailgatingGreen Bay area residents are more passionate about tailgating compared to their rivals in Pittsburgh. Among those who identify themselves as NFL football fans, Green Bay fans are 1.45 times more likely than Pittsburgh fans to have participated in a tailgate party within the past 12 months. They are also better equipped to tailgate due to a higher ownership rate for midsize SUVs, and both light duty and full size pickups (Road & Track magazine top-rated picks for tailgating), compared to Pittsburgh fans.

Stella and Steelers go togetherWith every tailgate comes a beverage of choice, and in today’s analysis we’ve found that Bud Light and Budweiser are the light/low calorie and regular domestic brands of beer favored the most by both Green Bay and Pittsburgh fans. However, Pittsburgh fans are 1.56 times more likely than Green Bay fans to down a few of premium brand, Stella Artois. Notably, along with its best selling brands, Anheuser-Busch plans to devote a portion of its multi-million dollar ad spend to this Belgian import.

Among those who identify themselves as NFL football fans, Green Bay fans are 1.45 times more likely than Pittsburgh fans to have participated in a tailgate party within the past 12 months.

Cheeseheads vs. Terrible Towels: What makes Packers and Steelers fans tick? | Page 5

Fantasizing about footballWhile all that tailgating is going on, Green Bay fans might also be boasting about their latest fantasy sports selections. They are 1.34 times more likely to say that they participate in a fantasy sports league compared to Pittsburgh fans. That’s not to say that Pittsburgh fans don’t enjoy their fantasy sports, indexing above the national average for visiting fantasy sports and football websites.

Playing in the great outdoors Packers and Steelers fans enjoy being out in the elements, so chances are you’ll probably never see a dome over either Lambeau or Heinz Field. The most popular Green Bay football fan activities, with a higher participation rate compared to Pittsburgh fans, are: golfing, camping, state fairs, hunting, power boating and motorcycling.

In the Pittsburgh area, with its impressive network of recreational trails, residents are 1.23 times more likely to in-line/roller skate and are 1.36 times more likely to play hockey, compared to Green Bay. Off-shore analysis shows that despite Green Bay residents’ close proximity to Lake Michigan and a multitude of water sport opportunities, Pittsburgh fans are more likely to spend time on the water, namely: canoeing, kayaking, sailing and fly fishing.

Throwing deep versus handing off Each year Super Bowl advertisers try to reach their audiences across broadly defined demographics with little ability to measure the direct impact of their super-sized investments. It’s the equivalent of throwing a “Hail Mary” and hoping the receiver will leap above the clutter of defenders and catch the

ball. Direct marketers, however, are using the behavioral and attitudinal data we’ve shared here to deliver their messages to a precisely targeted sub-audience. For marketers who want to be relevant and target accurately, this capability is the playmaker that scores a game winning touchdown every time.

Green Bay Activity Pittsburgh

Camping

Canoeing/kayaking

Fly fishing

Golf

Hockey

Hunting

In-line skating/roller skating

Jogging/running

Motorcycling

Power boating

Sailing

Surfing/windsurfing

Swimming

Tennis

Water skiing

Chart 1: Sports/activity preferences — Green Bay vs. Pittsburgh

Source: Experian® SimmonsSM

Pittsburg residents are 1.23 times more likely to in-line/roller skate and are 1.36 times more likely to play hockey, compared to Green Bay.

= Index of 150 or above

= Index of 120-149

= Index of 100-119

Page 6 | Cheeseheads vs. Terrible Towels: What makes Packers and Steelers fans tick?

Chart 2: Mosaic® Consumer Lifestyle Super Bowl Snap Shot Green Bay vs. Pittsburgh

Mosaic Type and Description Total US Green Bay Pittsburgh

Urban Commuter Families

Upscale, college educated Baby Boomer families and couples living in comfortable, single detached homes in city neighborhoods on the metropolitan fringe

8.5% 10.7% 15.1%

Steadfast Conservative

High school educated mature singles and couples living in middle-class urban blue-collar neighborhoods

7.6% 13.5% 19.8%

Small-town Success

White-collar, college educated, middle-aged working couples living in newly developed subdivisions outside the nation’s beltways

3.4% 9.4% 4.0%

Family Convenience

Sprawling families containing dual-income couples working at skilled blue-collar jobs in manufacturing and construction as well as in the military

2.9% 9.3% 3.6%

Successful Suburbia

Middle-age, married couples with children who enjoy an upscale life far from the downtown hustle of city living

1.3% 6.4% 1.0%

Lower-income Essentials

Lower-income empty-nesting couples and aging seniors living in out-of-the-way towns in older homes

0.7% 0.1% 6.1%

Total for top 6 Mosaic types 22.4% 49.4% 49.6% Notes:

Pittsburgh is the 29• th largest media market (based on DMA). The Pittsburgh, PA CBSA includes the seven counties of Allegheny, Armstrong, Beaver, Butler, Fayette, Washington and Westmoreland.

Green Bay is the 72• th largest media market. The Green Bay, WI CBSA includes the three counties of Brown, Kewaunee and Oconto.

Cheeseheads vs. Terrible Towels: What makes Packers and Steelers fans tick? | Page 7

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February 2011