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Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
Super Bowl Ad Hangover
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Super Bowl Ad Hangover

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The lifespan of a Super Bowl ad keeps growing as Americans will be searching, sharing and rewatching ads this year more than ever before, our 4th annual Super Bowl Survey uncovered. A third of …

The lifespan of a Super Bowl ad keeps growing as Americans will be searching, sharing and rewatching ads this year more than ever before, our 4th annual Super Bowl Survey uncovered. A third of Americans report they will seek out ads before kick-off this year and after the game ends, exactly half of Americans will rewatch their favorite ads. Results saw these numbers rise particularly among millennials and those who report they’ll be hungover on Super Bowl Monday. Check out our findings here.

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  • 1. VB&P SUPER BOWL XLVII STUDY Survey Findings January 2013
  • 2. METHODOLOGY & APPROACHConducted online December 7-11, 2012.1,000-person sample size that demographically (age, ethnicity, employment status, etc.) represented theUnited States’ general population.Respondents were required to have watched at least some part of the 2012 Super Bowl and intend to watchthe 2013 Super Bowl to qualify for the survey.Majority of the questions were closed response and multiple choice.In this study, millennials are classified as ages 18-29. 2
  • 3. KEY FINDINGS1. Americans are sharing and rewatching their favorite Super Bowl ads more than ever before. • 40% will pass along their favorite ad (vs. 36% in 2012). • 50% will rewatch their favorite ads online (vs. 43% in 2012).2. Americans are watching less cable, except on Super Bowl Sunday. • 20% of Americans are considering dropping their cable subscription. Millennials are even more prone to drop their cable (35% in 2013). • However, 96% of Americans watch the Super Bowl via TV.3. Twitter is the fastest growing social network on Super Bowl Sunday. • While watching the game, 15% of people will be on Twitter, a 275% increase since 2012. • 30% of people are likely to share their favorite ad on Twitter, a 650% increase since 2012.4. More intoxicated viewers are more likely to talk about the Super Bowl on social networks. • 28% of survey participants admitted they are likely to be hungover Super Bowl Monday, which, with 111 million Super Bowl viewers, equates to an estimated 31 million Americans. • 35% of the likely-to-be-hungover will tweet during the Super Bowl (vs. 8% of non-hungover) and 60% of the likely-to-be-hungover will post on Facebook (vs. 24% of non-hungover). • Most importantly for marketers, heavy drinkers are five times as likely to buy something while watching the game (50% vs 10% of light/non- drinkers).5. Millennials are the most passionate about Super Bowl Ads. • 78% of millennials will pay attention to who is advertising before the game (vs. 54% avg). • 70% of millennials will rewatch ads online (vs. 50% avg). 67% of millennials will pass those ads along to others (vs. 40% avg). • 92% of millennials will be talking about ads during and after the game (vs. 81% avg). 3
  • 4. BEFORE KICK-OFF 4
  • 5. MORE THAN HALF OF AMERICANS PAY ATTENTIONTO WHO IS ADVERTISING BEFORE THE GAMEOf the 54% of Americans who pay attention to ads before the game, 75% are doing a week or so before the game. How long before the Super Bowl do you start paying attention to who is advertising? 3%4% 9% 45% 11% 14% 13% More than 3 months before 2-3 Months Before 1 Month Before 2 Weeks Before 1 Week Before Day of Game I don’t pay attention before the game 5
  • 6. WATCHING ADS PRE-GAME INCREASESMore than a third of Americans will watch Super Bowl ads prior to the game in 2013. Triple the amount since 2010. Will you watch any ads prior to the game online? 40% 30% 20% 10% 0% 2010 2011 2012 2013 Yes 6
  • 7. YOUTUBE AND FACEBOOK DOMINATE SEARCHFOR SUPER BOWL ADS Where do you seek out ads prior to the Super Bowl? 80% 60% 40% 20% 0% Americans Millennials Brand Sites Facebook YouTube Media/News Source 7
  • 8. BRAND AFFINITY IS THE PRIMARY REASON FORSEEKING ADS BEFORE THE SUPER BOWL What makes you seek out ads prior to the Super Bowl? 40% 30% 20% 10% 0% Americans Millennials News that a brand is advertising News about the content in the ads Brand Interest Knowing they are repeat advertisers Knowing a celebrity will appear Other 8
  • 9. GAME TIME 9
  • 10. CABLE USE MAY BE DECLINING, BUT NOT ONSUPER BOWL SUNDAY• Last year, NBC streamed the Super Bowl online for the first time. Only 4% of Americans watched last year’s Super Bowl via online streaming; however, 9% of millennials reported watching the game this way.• 20% of Americans are considering dropping their cable subscription because of access to shows on Netflix, Hulu, iTunes, and YouTube. This number jumps to 35% for millennials.• 43% report using non-cable offerings to watch their favorite shows, with 62% of millennials reporting this practice. What services do you use to watch most of your shows from? 75% 50% 25% 0% 18-29 30-44 45-59 60+ Cable 2013 YouTube 2013 Netflix 2013 Hulu 2013 10
  • 11. HUMOR IS EFFECTIVE, BUT BIKINIS STILL WORKHumor goes a long way. 93% of Americans believe that humor makes an ad more memorable.But predictably, when asked what makes an ad memorable, men favored women in bikinis and women preferred cute animals. WOMEN VS. MEN 30% 22.5% 15% 7.5% 0% WOMEN MEN Cute animal Music soundtrack Attractive woman/man Someone getting hit Movie/film celebrity Babies Famous athlete Bodily functions 11
  • 12. MORE AMERICANS ARE WORKINGWHILE WATCHING16% of Americans plan to work during the 2013 Super Bowl, which is an increase compared to last year.This number goes up with millennials. 30% 22.5% 15% 7.5% 0% Worked during 2012 SB Plan to work during 2013 SB Average Americans Millennials 12
  • 13. ADS TAKE CENTER STAGE DURING THE GAMELikely to discuss Super Bowl ads with friends during the game Yes, I want to watch the Super Bowl with commercials 100% 80% 87.5% 72.5% 75% 65% 62.5% 57.5% 50% 50% 2013 2011 2012 2013 Avg Americans Millennials Avg Americans Millennials 13
  • 14. TWO+ SCREEN VIEWING GROWSMore than half (56%) of respondents plan to engage with some type of communication tool(s) while watching the Super Bowl in 2013,keeping with an enormous increase in digital engagement since 2010. For the first time, Facebook has surpassed texting. During the Super Bowl, do you plan to engage in any of the following activities? Percentage Change 2010 2011 2012 2013 2010—2013 TWITTER 4% 4% 8% 15% +275% FACEBOOK 16% 22% 27% 37% +131% E-MAIL 15% 16% 20% 22% +47% TEXTING 20% 22% 30% 29% +45% SEARCH 10% 9% 12% 13% +30% PHONE 15% 18% 13% 17% +13% 14
  • 15. MILLENNIALS VS. NON-MILLENNIALS86% of millennials will be engaged in some sort of communications tools while watching the game. Millennials are four times aslikely to tweet, and twice as likely to be on Facebook. Similar to the American average, for the first year, Facebook has alsosurpassed texting with millennials. During the Super Bowl, do you plan to engage in any of the following activities? 2010 2011 2012 2013 2013 (Millennials) (Millennials) (Millennials) (Millennials) (Non-Millennials 30+) FACEBOOK 28% 41% 50% 62% 28% TEXTING 37% 44% 55% 52% 22% TWITTER 8% 11% 17% 35% 8% E-MAIL 17% 19% 29% 26% 21% PHONE 25% 18% 13% 19% 16% SEARCH 13% 13% 21% 18% 12%
  • 16. POST-GAME DIGITAL WATER COOLER 16
  • 17. HALF OF AMERICANS PLAN TO REWATCHSUPER BOWL ADS AFTER THE GAME After the Super Bowl ends, will you rewatch Super Bowl ads online? 60% 53% 45% 38% 30% 2010 2011 2012 2013 Yes 17
  • 18. AMERICANS INCREASINGLY “LIKE” BRANDSMORE THAN TEAMS What would you be most willing to “like” on Facebook during or after the Super Bowl? 40% 33.75% 27.5% 21.25% 15% 2011 2012 2013 A brand A team 18
  • 19. ADS AND PLAYS EARN EQUAL CHATTER AFTERTHE GAME What are you most likely to discuss the Monday after the Super Bowl? 40% 30% 20% 10% 0% 2013 Ads Best Plays Half-time Show What you did during the game 19
  • 20. SHARING ADS POST-GAME INCREASES40% of Americans will pass along their favorite ads via e-mail or social networking sites. This is a 54% increase since 2010. After the Super Bowl, will you pass along your favorite ads to others via social networks? 50% 35% 20% 2010 2011 2012 2013 Yes 20
  • 21. FACEBOOK DOMINATES SHARING,BUT TWITTER IS GAINING SPEEDOf the 40% of Super Bowl watchers who will pass along their favorite ad, 86% will do so via Facebook and 30% via Twitter.In fact, Twitter is the fastest growing social network for sharing ads, with a 500% increase from last year. With which social networks are you most likely to share your favorite Super Bowl ad? 90% 67.5% 45% 22.5% 0% Facebook Twitter E-mail Text LinkedIn 2012 2013 21
  • 22. THE SUPER BOWL HANGOVER 22
  • 23. TWEETING UNDER THE INFLUENCE28% of survey participants admitted they are likely to be hungover the Monday after the Super Bowl. With an estimated 111million viewers, this equals 31 million Americans. • 60% of heavy drinkers will be posting on Facebook during the game, versus 24% of light/non-drinkers. Will tweet about the Super Bowl Will post on Facebook about the Super Bowl 40% 60% 30% 45% 20% 30% Avg American Avg American 10% 15% 0% 0% Likely-to-be-hungover Non-hungover 23
  • 24. INTOXICATED BUYING POWERHeavy drinkers are five times as likely to buy a product while watching the Super Bowl than light/non-drinkers (10%). Yes, I think I will buy something while watching the Super Bowl 50% 37.5% 25% Avg American 12.5% 0% Likely to be hungover Not likely to be hungover 24
  • 25. WANT TO LEARN MORE?For more information on the study, or to schedule an interview with Lucy Farey-Jones, partner and head of strategy,please contact Meredith Vellines at meredith.vellines@venablesbell.com. 25
  • 26. THANK YOU

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