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Boomers Are to Nascar as Millennials Are to Soccer?

A New Study Looks at the Favorite Brands and Athletes for These Two Demographics

By Published on .

Earlier this week we learned that people of all political affiliations hear good buzz about Subway -- possibly starting the "Draft Jared" party in the process. Sorry, America. Today we'll dissect brand preference by age group. Not surprisingly, we see Subway making the list of brands boomers and millennials can agree on, although this is from an entirely different data set. The folks who compile the Nielsen/E-Poll N-Score, inspired by an AdAgeStat column on millennial migration, broke out their usual survey into a generational show-down of top brands and athletes.

Top active athletes and brands appearing on both boomers and millennials list
Source: Nielsen/E-Poll N-Score, E-Score Brand
Top active athletes and brands appearing on both boomers and millennials list

Topping the list of favorite brands for both age groups is Hershey's, edging out candy rival M&M's. What follows is an odd array of iconic brands from packaged goods and technology to shipping, fast food and, um, crayons. Or perhaps Crayola is on here because of smelly markers. The data doesn't say, sadly, but that 's going to keep us up tonight.

Among athletes bridging the generation gap we find NFL players and Olympians steal the show. And Derek Jeter. Everyone loves Jeter.

Athletes and brands that                                                            both boomers and millennials like
Source: Nielsen/E-Poll N-Score, E-Score Brand
Athletes and brands that both boomers and millennials like

If you look at the differences, you see striking contrasts. The boomers loves them some Nascar with six of their top 10 favorite "athletes" driving race cars. The millennials side with NBA and soccer stars.

In terms of brands, millennials look a lot like Democrats with tech brands like Google, Amazon and YouTube dominating the list. Boomers gravitate toward some of the most staid brands out there: Campbell's, Nabisco, General Mills, Kellogg's, etc.

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