The document summarizes survey results about millennials' behaviors and preferences around watching the Super Bowl. It finds that most millennials plan to be actively engaged on social media during the game, with over 80% expecting to check social media or news and 82% planning to post at least 5 times. It also finds that while most prefer to watch the game at home with friends and family, nearly half are interested in alternative camera views and many see the Super Bowl as more of a social event than sporting event.

1. of millennials are expecting to
check social media or news
outlets during the big game
82% are planning to make
five or more posts
37%
2015 Burson-Marsteller and Penn Schoen Berland Super Bowl Fan Survey
More viewers watch coverage leading up to
the game than post-game follow up or shows.
32%
Media-coverage
in early days
54%
Pre-game
shows
84%
First half of
the game
75%
Halftime
show
84%
Second half
of the game
41%
Post-game
follow up
21%
Special episodes
of TV shows
PRE IN POST
of millennials purchased a
product they saw featured
in a game day ad
48%
are interested in
multiple camera views
for fans to select
47%People are looking
for more ways to
view the game.
Only 23% would prefer to watch the game in-person.
69% prefer to watch
the Super Bowl at home
on television with family
and friends.
consider the Super Bowl
an entertainment or
social event as opposed
to a sporting event
51%
Ad they love
55%
Big play
54%
What to post?
Ad vs Play Commercial Halftime
Ad they love
55%
Ad they hate
40%
Good show
49%
Bad show
46% of millennials view social
media as bringing them
closer to the game
69%
Penn Schoen Berland conducted 1000 online interviews (MOE ± 3.1%) with general populationconsumers in the US who plan to watch the Super Bowl between January 16 and January 20, 2015.
A FAN’S VIEW