Canadian brands hope to score with Taylor Swift fans during Super Bowl [Globe and Mail, The (Toronto, Canada)]
System1, Inc. Class A (SST)
Company Research
Source: Globe and Mail, The
“People are arguing it's doubling the impact of your marketing value and spend, so that's obviously valuable,” said Cheri Bradish, a sports marketing professor at Toronto Metropolitan University. “They have more discretionary income and they're more inclined to buy, particularly if the message resonates with them.” Swift fans are especially known for driving sales. Online research company QuestionPro found last summer that her fans have spent an average US$1,300 per show on her Eras concert tour, which has consistently sold out. (Swift swings through Toronto in November and Vancouver in December.) Days before she visits a given city, craft supplies chain Michaels said local stores see a 300 per cent surge in jewellery and bead sales, which it attributes to the trend of fans trading friendship bracelets at her concerts. If the pace of spending spurred by the Eras Tour continues, QuestionPro estimates the star will have generated an estimated US$5-billion in economic impact.
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