New Ratings Measure Faith Compatibility of Super Bowl Advertisers


Faith Equality Index releases new data rating how Sunday’s big brands score for 41 million Faith Driven Consumers 

(Raleigh, NC, February 1, 2016)—Faith Driven Consumer™ (FDC)—representing 41 million Americans who spend $2 trillion annually, has earned wide recognition for its groundbreaking (FEI), which scores more than 400 major brands for compatibility with the FDC community. Today, the group is releasing a first ever rating of Super Bowl advertisers. 

“The Super Bowl is a national event where millions celebrate America’s biggest game, as well as the brands that famously advertise in-game. This is a prime opportunity for all American consumers to recognize which brands specifically include Faith Driven Consumers in their diversity rainbow—compared with other communities those brands have specifically prioritized,” said Chris Stone, Certified Brand Strategist and founder of Faith Driven Consumer. “As Faith Driven Consumers watch the ads on Sunday, they’ll choose the advertiser—or its competitor—based on their Faith Equality scores.”

The Faith Equality Index rates, on a 100-point scale, how well brands engage Faith Driven Consumers—welcome, embrace and celebrate them. The FEI is the benchmark FDCs use to make consumer choices—through the lens of their biblical worldview. 

2016 Super Bowl Advertiser Ratings: 

  • Acura: 46
  • Honda: 46
  • Pepsi: 38
  • Mountain Dew: 38
  • Marmot: 38
  • Heinz: 37
  • Mini USA: 36
  • Avocados from Mexico: 35
  • Butterfinger: 32
  • Amazon: 32
  • Hyundai: 30
  • Kia: 30
  • Audi: 29
  • Buick: 29
  • Taco Bell: 29
  • Doritos: 27
  • SunTrust: 25
  • Toyota: 25
  • Skittles: 24
  • Snickers: 24
  • Coca-Cola: 23
  • Colgate: 22
  • T-Mobile: 19
  • Axe: 11

View the Super Bowl ratings here with more detail: 

According to American Insights, 93% of FDCs see value in the FEI—the resource that allows them to easily identify the faith compatibility of brands they engage. 77% of Faith Driven Consumers will leave their current brand when they identify a more faith-compatible option. 70% are actively seeking such brands, and 86% are more likely to do business with brands that welcome them and acknowledge their values. 


About Faith Driven Consumer

Faith Driven Consumer (FDC) is achieving marketplace and workplace equality for 41 million consumers who spend two trillion dollars annually. FDC envisions a world where inclusion is extended with parity to Faith Driven Consumers, who have the right to be celebrated as an essential color in America’s diversity rainbow. 

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