In celebration of National Beer Day April 7, TiVo Research & Analytics group released a look at the top-three beers most purchased by viewers of the most popular late night talk shows based on viewership and resulting buying behavior data. Among the findings:
Viewers of The Colbert Report and The Daily Show with Jon Stewart are heavy purchasers of Natural Ice, Keystone Light and Pabst Blue Ribbon. These findings provide a strong indication of a viewership predominantly made up of college students and 20-something consumers on a budget.
Jimmy Kimmel Live watchers primarily purchase Bud Light with Lime as well as Bud Light Straw-Ber-Rita. Viewers of Last Call with Carson Daly also drink Bud Light with Lime; they’re also heavy purchasers of PBR.
The Late Show with David Letterman fans predominantly purchase Busch Light, while the Late Late Show with Craig Ferguson viewers are high purchasers of Yuengling Traditional Lager and Budweiser.
Watchers of Late Night with Jimmy Fallon, prior to his move to the Tonight Show, are heavy purchasers of Heineken. Yuengling Traditional Lager is the second most-purchased beer brand for this group and Michelob Ultra-Light was the third. What beers did viewers of The Tonight Show with Jay Leno purchase most often? Natural Light, Heineken and Bud Ice.