After many heroic battles and some epic moments the Kansas City Chiefs and San Francisco 49ers set to square off this Sunday in Las Vegas.

As targeted advertising company, Quorum can’t predict the outcome of this year’s Super Bowl, but we do know tons about the fans!

Spending your ad dollars in the Super Bowl of advertising means competing against the biggest brands in the world, and we don’t all have the budget to compete. Learning more about the fans you’re looking for helps develop effective messaging and reach the people who need to see it.

We looked at new car dealership visits by Fans from each team’s home stadium, here’s what we saw:

Kansas City
GMC
Ford
Subaru
Nissan
Chrysler Jeep Dodge Ram

San Francisco
Hyundai
Nissan
Subaru
Lexus
BMW

Top 10 Quick Serve Restaurants for each?  There are a few overlaps but we can tell right away which chains dominate in each market, at least among football fans.

San Francisco
Chipotle
KFC
Panera Bread
Subway
Popeyes
Jack In The Box
Carl s Jr
Burger King
Taco Bell
In-N-Out Burger

Kansas City
Wingstop
Papa John s
Chipotle
Pizza Hut
Domino s
KFC
Taco Bell
Panera Bread
Hardees
Wendys

Good to note that these lists don’t match the top 10 for each city more broadly. Also, San Francisco fans are pretty unique in that there’s no pizza in their top 10!

Slightly more niche insight – where do out of town fans stay when they come to a game?

Kansas City
Best Western Premier Kansas City
Holiday Inn Express & Suites Kansas City Sport Complex Area
Holiday Inn Kansas City – Northeast
Super 8 By Wyndham Independence Kansas City
Best Western Independence Kansas City

San Francisco
Hilton Santa Clara
Santa Clara Marriott
Hyatt Regency Santa Clara
Hyatt House San Jose/Silicon Valley
Embassy Suites By Hilton Santa Clara Silicon Valley

We have the mobile devices of these hotels’ guests already packaged in ready-to-use audiences so you can find more football fans here without competing inside the stadium.

Since it’s winter, we’re all wondering about who skis how much, and where.  It turns out that San Francisco fans and Kansas City have a different affinity for skiing, and it’s not what you’d expect, probably: Kansas fans are 2.1 times more likely to go skiing!  In addition to local mountains they hit the Rockies more often and travel on avg. 81 miles further to ski than 49ers fans who travel an average of 134 miles to mostly California resorts.

Ok, let’s get to what’s actually at stake during the Super Bowl – Who’s going to Disney World?

Kansas City Wins again! Overall Affinity Score for San Francisco fans and all Disney Properties is 0.2128 and for Kansas it’s 0.268.  A small number but a big difference – Kansas fans are 25% percent more likely going to Disney World!

Want Super Bowl returns from your carefully planned media budgets? Contact sales@quourm.inc for custom targeting audiences to The Trade Desk, Xandr, DV360, Yahoo!, Roku or just about anywhere else you want to reach your audience via Liveramp.