January 30th, 2014 by Maria Minsker

The Super Bowl is just a few days away and fans are buzzing about what looks to be an exciting match-up between the best offense and the best defense in the NFL. So who’s watching the big game this weekend? CRM’s 2013 Rising Star Gigya, a software company that connects social identity data with brands’ online sites, launched Consumer Insights today, a powerful tool that can help companies answer that very question, and others like it.

The product will give marketers the opportunity to gain a more complete understanding of their users by harnessing the power of social data nestled in applications and services like Social Login, Registration-as-Service, Gamification and Social Plugins, and delivering key insight through visualizations. Consumer Insights integrates with Gigya’s Identity Storage database and connects users’ information with key performance indicators (KPIs) to illustrate which characteristics are driving meaningful behaviors like purchases and social engagements. Once the data is collected, marketers can then feed it into a variety of platforms and use it to drive campaigns.

To put their product to the test, Gigya took a look at the fan bases of both the Denver Broncos and the Seattle Seahawks. While information like the geographic breakdown may come as no surprise, some other tidbits of insight are quite fascinating. Here’s what Gigya found:


While both fan bases are predominantly male, a higher percentage of Broncos fans are female.

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Seahawks fans are primarily based in Washington and parts of Oregon. Broncos fans, however, are scattered throughout the country with fans as far east as New York and as far west as Los Angeles.

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TV Shows

Both teams’ fan bases have remarkably similar tastes in television shows, with programs like Family Guy, South Park and The Simpsons among the favorites for Seahawks and Broncos fans.

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Seahawks fans and Broncos fans share many of the same favorite musical groups; however, Seahawks fans show a stronger preference towards harder, more psychedelic music such as Pink Floyd and Nirvana. Hawks fans are big fans of the Red Hot Chili Peppers, one of the acts playing at the Super Bowl. While Broncos fans enjoy hard rock groups like AC/DC and Metallica, they also show a strong preference towards female pop artists like Rihanna and Lady Gaga.

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While both sets of fans enjoy some of the same movies, Seahawks fans show a strong preference for action/adventure movies like Star Wars, Batman: The Dark Knight and Fight Club, whereas Broncos fans enjoy more light-hearted, family-oriented films such as Finding Nemo, Elf, and Despicable Me.

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Seahawks fans are “homers” when it comes to their favorite brands, but even local Broncos fans love Seattle-based Amazon. Broncos fans also appear to be more interested in food (Subway) than coffee (Starbucks).

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