Venables Bell & Partners 5th Annual Super Bowl Study

433
-1

Published on

Venables Bell & Partners’ 5th annual Super Bowl study predicts 2014 will be the most exciting game for advertisers in history. In talking to 1,000 Americans, VB&P discovered that the momentum around Super Bowl ads is growing furiously–a trend fueled by viewers’ social networks.

Published in: Marketing, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
433
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Venables Bell & Partners 5th Annual Super Bowl Study

  1. 1. VB&P’S 5TH ANNUAL SUPER BOWL XLVIII SURVEY JANUARY 2014
  2. 2. CONFIDENTIAL. For internal use only. METHODOLOGY & APPROACH CONDUCTED ONLINE DECEMBER 7-11, 2013. 1,000-PERSON SAMPLE SIZE DEMOGRAPHICALLY WEIGHTED BY AGE, ETHNICITY, EMPLOYMENT STATUS, ETC. TO REPRESENT THE UNITED STATES’ GENERAL POPULATION. RESPONDENTS WERE REQUIRED TO HAVE WATCHED AT LEAST SOME PART OF THE 2013 SUPER BOWL AND INTEND TO WATCH THE 2014 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.
  3. 3. CONFIDENTIAL. For internal use only. KEY FINDINGS AMERICANS’ LOVE FOR SUPER BOWL ADS CONTINUES TO GROW: • 70% WILL PAY ATTENTION TO ADS BEFORE THE GAME AND 45% WILL SEEK OUT ADS BEFORE KICKOFF (A 350% INCREASE SINCE 2010). • POST-GAME, VIEWERS ARE AS LIKELY TO TALK ABOUT SUPER BOWL ADS AS THEY ARE PLAYS. MORE THAN HALF (52%) WILL REWATCH ADS AFTER THE GAME. • VIEWERS ARE 105% MORE LIKELY TO “LIKE” ON FACEBOOK A BRAND THAT ADVERTISED IN THE GAME VS. A TEAM THAT PLAYED IN THE GAME. HUMOR RULES: • 95% OF AMERICANS SAY HUMOR MAKES A SUPER BOWL AD MEMORABLE. • OF THE 33% OF AMERICANS (65% OF MILLENNIALS) WHO WOULD LIKELY USE A HASHTAG FROM A SUPER BOWL SPOT, 26% (53% OF MILLENNIALS) REPORTED THEY WOULD USE A HASHTAG IF WAS FUNNY OVER IF THEY LIKED THE BRAND (9%) OR COMMERCIAL (10%). FACEBOOK REMAINS VITAL TO SUPER BOWL ADVERTISING: • 41% OF AMERICANS AND 69% OF MILLENNIALS WILL BE ON FACEBOOK DURING THE GAME. • OF THE 36% OF PEOPLE WHO WILL SHARE THEIR FAVORITE SUPER BOWL AD, 77% WILL DO SO VIA FACEBOOK AND 15% ON TWITTER. • MILLENNIALS ARE MORE LIKELY TO SEEK OUT INFORMATION ON AN ADVERTISER VIA FACEBOOK THAN A BRAND SITE, AN OMEN FOR THE FUTURE. • 36% OF AMERICANS SAY ENGAGING IN THE SOCIAL MEDIA CONVERSATION “ENHANCES” THEIR SUPER BOWL VIEWING EXPERIENCE. THIS NUMBER INCREASES TO 68% FOR MILLENNIALS.
  4. 4. BEFORE KICKOFF
  5. 5. CONFIDENTIAL. For internal use only. AMERICANS INCREASINGLY ARE LOOKING FORWARD TO SUPER BOWL COMMERCIALS YES, I WANT TO WATCH THE SUPER BOWL WITH COMMERCIALS 90% 80% Avg Americans Millennials 70% 60% 50% 2011 2012 2013 2014
  6. 6. CONFIDENTIAL. For internal use only. 70% OF AMERICANS PAY ATTENTION TO WHO IS ADVERTISING BEFORE THE GAME HOW LONG BEFORE THE SUPER BOWL DO YOU START PAYING ATTENTION TO WHO IS ADVERTISING? 4% 6% 30% 14% 12% 14% 20% 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
  7. 7. CONFIDENTIAL. For internal use only. WATCHING ADS PRE-GAME INCREASES ALMOST HALF (45%) OF AMERICANS (61% OF MILLENNIALS) WILL SEEK OUT SUPER BOWL ADS PRIOR TO THE GAME IN 2014, A 350% INCREASE SINCE 2010. YES, I WILL SEEK OUT ADS PRIOR TO THE GAME ONLINE 70% 52.5% Avg Americans Millennials 35% 17.5% 0% 2010 2011 2012 2013 2014 7
  8. 8. CONFIDENTIAL. For internal use only. PR DRIVES CURIOSITY IN ADS PRE-GAME WHAT MAKES YOU SEEK OUT ADS PRIOR TO THE SUPER BOWL? 40% 30% News About Ad Brand Interest Knowing they are repeat advertisers Knowing a celebrity will appear 20% 10% 0% 2013 2014
  9. 9. CONFIDENTIAL. For internal use only. NEWS SOURCES ARE THE DESTINATION FOR SUPER BOWL ADS WHERE DO YOU SEEK OUT ADS PRIOR TO THE SUPER BOWL? 70% 52.5% Brand Sites Facebook YouTube Media/News Source 35% 17.5% 0% 2013 2014
  10. 10. GAME TIME
  11. 11. CONFIDENTIAL. For internal use only. SOCIAL MEDIA ENHANCES THE SUPER BOWL EXPERIENCE DOES FOLLOWING THE SOCIAL MEDIA CONVERSATION WHILE WATCHING THE SUPER BOWL ENHANCE YOUR VIEWING EXPERIENCE? 70% 52.5% 35% 17.5% 0% 18-29 yr olds Avg Americans
  12. 12. CONFIDENTIAL. For internal use only. IF YOU’RE GOING TO HAVE A HASHTAG, MAKE IT FUNNY 33% OF AMERICANS AND 64% OF MILLENNIALS WOULD USE A SUPER BOWL AD HASHTAG IN THEIR SOCIAL MEDIA COMMUNICATIONS. WHAT WOULD MOST LIKELY MAKE YOU USE A BRAND’S HASHTAG? 60% 45% 18-29 yr olds Avg Americans 30% 15% 0% Funny Like Brand Like Commercial
  13. 13. CONFIDENTIAL. For internal use only. TWO+ SCREEN VIEWING GROWS 63% OF RESPONDENTS PLAN TO ENGAGE WITH SOME TYPE OF COMMUNICATION TOOL(S) WHILE WATCHING THE SUPER BOWL IN 2014 (VS. 54% IN 2013), CONTINUING AN ENORMOUS INCREASE IN DIGITAL ENGAGEMENT SINCE 2010. 2010 2011 2012 2013 2014 % Change 2010-2014 INSTAGRAM N/A N/A 2% 5% 11% 450% TWITTER 4% 4% 8% 15% 15% 275% FACEBOOK 16% 22% 27% 37% 41% 156% E-MAIL 15% 16% 20% 22% 26% 73% TEXTING 20% 22% 30% 29% 41% 105% SEARCH 10% 9% 12% 13% 20% 100%
  14. 14. CONFIDENTIAL. For internal use only. MILLENNIAL MULTI-TASKING 94% OF MILLENNIALS WILL BE ENGAGED IN SOME SORT OF COMMUNICATIONS TOOLS WHILE WATCHING THE GAME. 2010 2011 2012 2013 2014 2014 (Millennials) (Millennials) (Millennials) (Millennials) (Millennials) (Average) INSTAGRAM N/A N/A 7% 13% 31% 11% FACEBOOK 28% 41% 50% 62% 69% 41% TEXTING 37% 44% 55% 52% 72% 41% TWITTER 8% 11% 17% 35% 32% 15% EMAIL 17% 19% 29% 26% 32% 26% SEARCH 13% 13% 21% 18% 33% 20%
  15. 15. CONFIDENTIAL. For internal use only. AMERICANS INCREASINGLY “LIKE” BRANDS MORE THAN TEAMS AMERICANS ARE 105% MORE LIKELY TO LIKE A BRAND OVER A TEAM THAT ADVERTISES DURING THE GAME. THIS IS A 95% INCREASE SINCE 2011. 40% 33.75% 27.5% A brand A team 21.25% 15% 2011 2012 2013 2014
  16. 16. CONFIDENTIAL. For internal use only. CONSUMER-GENERATED SPOTS MAY HAVE PEAKED LAST YEAR DO YOU PREFER PROFESSIONALLY PRODUCED OR CONSUMER-GENERATED SUPER BOWL SPOTS? 70% 52.5% Professional Consumer-generated 35% 17.5% 0% 2011 2012 2013 2014
  17. 17. CONFIDENTIAL. For internal use only. THE BATTLE OF THE SEXES DESPITE THE DIFFERENCES, OVERALL, ANIMALS LEAD, WITH 34% OF AMERICANS SAYING IT MAKES A SPOT MEMORABLE COMPARED TO MUSIC (17%) OR AN ATTRACTIVE PERSON (15%). 50% Animals Music soundtrack Attractive woman/man Someone getting hit Movie/film celebrity Babies Famous athlete Bodily functions 37.5% 25% 12.5% 0% WOMEN MEN
  18. 18. CONFIDENTIAL. For internal use only. SUPER BOWL ADS AND THE INFLUENCE ON PURCHASE I AM MORE INTERESTED IN BUYING A PRODUCT AFTER SEEING IT ADVERTISED DURING THE SUPER BOWL 50% 40% 30% 20% 10% 0% Avg Americans Millennial
  19. 19. POST-GAME DIGITAL WATER COOLER
  20. 20. CONFIDENTIAL. For internal use only. ADS AND PLAYS EARN EQUAL CHATTER AFTER THE GAME WHAT ARE YOU MOST LIKELY TO DISCUSS THE MONDAY AFTER THE SUPER BOWL? 40% 30% Ads Best Plays Half-time Show What you did during the game 20% 10% 0% 2014
  21. 21. CONFIDENTIAL. For internal use only. MORE THAN HALF OF AMERICANS WILL REWATCH SUPER BOWL ADS AFTER THE SUPER BOWL ENDS, WILL YOU REWATCH SUPER BOWL ADS ONLINE? 60% 53% 45% Yes 38% 30% 2010 2011 2012 2013 2014
  22. 22. CONFIDENTIAL. For internal use only. FACEBOOK DOMINATES SHARING WITH WHICH SOCIAL NETWORK ARE YOU MOST LIKELY TO SHARE YOUR FAVORITE SUPER BOWL AD? 80% 60% 40% 20% 0% Facebook Twitter
  23. 23. CONFIDENTIAL. For internal use only. MILLENNIALS LOOK TO FACEBOOK FOR INFORMATION AS MUCH AS ON A BRAND’S SITE IF YOU LIKE A BRAND THAT ADVERTISED IN THE SUPER BOWL, WHERE WILL YOU GO TO SEEK OUT INFORMATION ABOUT IT DURING OR AFTER THE GAME? 70% 52.5% Facebook Brand Site YouTube Twitter 35% 17.5% 0% Millennials Avg Americans
  24. 24. THE SUPER BOWL HANGOVER
  25. 25. CONFIDENTIAL. For internal use only. POSTING UNDER THE INFLUENCE 29% OF SURVEY PARTICIPANTS ADMITTED THEY ARE LIKELY TO BE HUNGOVER THE MONDAY AFTER THE SUPER BOWL. WILL POST ON FACEBOOK ABOUT THE SUPER BOWL WILL TWEET ABOUT THE SUPER BOWL 30% 50% 40% 20% Likely-to-be-hungover Non-hungover 30% Avg Americans 10% 20% 10% 0% 0% Avg Americans
  26. 26. CONFIDENTIAL. For internal use only. INTOXICATED BUYING POWER 15% OF VIEWERS INTEND TO PURCHASE SOMETHING DURING THE SUPER BOWL; OF THAT, HEAVY DRINKERS (47%) ARE ALMOST EIGHT TIMES AS LIKELY TO BUY A PRODUCT WHILE WATCHING THE SUPER BOWL VS. NON-DRINKERS (6%). YES, I THINK I WILL BUY SOMETHING WHILE WATCHING THE SUPER BOWL 50% 40% 30% 20% 10% 0% Likely to be hungover Not likely to be hungover Avg American
  27. 27. CONFIDENTIAL. For internal use only. WANT TO LEARN MORE? FOR MORE INFORMATION ON THE STUDY, OR TO SCHEDULE AN INTERVIEW WITH LUCY FAREY-JONES, PARTNER AND EXECUTIVE STRATEGY DIRECTOR, PLEASE CONTACT MEREDITH VELLINES AT MEREDITH.VELLINES@VENABLESBELL.COM.
  28. 28. THANK YOU

×