Almost half of U.S. internet users aged 21-64 drink beer on a monthly basis. Considering that almost 2 in 3 of these Beer Drinkers watch the NFL on their TV sets, we see the value in the much-coveted Super Bowl ads in delivering substantial reach.

With its exclusive alcohol category advertising rights to the Super Bowl, brewer AB InBev will be hoping to take the spotlight among the ads at this year’s games. Our data shows that among the most popular beer brands consumed in the US, it’s drinkers of those associated with AB InBev who are the most influenced by TV ads when discovering brands.

More than half of Budweiser and Bud Light Drinkers discover brands via TV ads, for example, representing the only groups in our chart with significant over-indexes (versus the typical 21-64 year-old U.S. internet user).

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