41% of Super Bowl Viewers to Look up Ad Info During the Game, IAB Study Finds

Even with the plethora of Super Bowl ads that have been released online before the game, plenty of fans plan to watch the ads again after the game itself this Sunday.

A just-released study from the Interactive Advertising Bureau surveyed online users about their plans for the game and found that 41% say they will use their computers during the game itself for “something related to the ads.” About 18% plan to watch the commercials on their computers during or just after the game, while only 8% will be watching highlights or replays of the game itself online during or just after the game.

Also reassuring for marketers is this finding – about 10% of respondents said they’ll use their mobile devices to get more info about Super Bowl ads during or after the game.

Patriots fans are a tad bit more mobile video savvy than Giants fans, according to the study. While Giants fans do access more sports content on their mobile devices, Patriots fans are more likely to watch video on mobile phones: 40% of Patriots fans with smartphones or tablets watch mobile video each week compared to 35% for Giants fans. Patriots’ supporters were also more likely to post social media updates from a phone.

Regardless of team loyalty though, about 56% of smartphone owners will use their phone during the game – likely to tweet or post updates – and 45% will use a tablet during the game. Younger fans are more likely to turn to their handhelds – about three-quarters of 18 to 34 year olds expect to use their phones as part of the game experience.

Only 4% of respondents said they’d stream the game on their phones.

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7 comments about "41% of Super Bowl Viewers to Look up Ad Info During the Game, IAB Study Finds".
  1. Sarah Silverman from Large ad agency , February 3, 2012 at 1:54 p.m.
    You got to be kidding me. I hope no one believes this. Have you seen 40% of the people at your superbowl party bring their laptops, pull them out, and start looking at ads?
  2. Howie Goldfarb from Blue Star Strategic Marketing , February 4, 2012 at 8:17 a.m.
    if you believe this study you are high. Look at the source. I will believe it when I see it. Tweeting during the game yes. Looking up an Ad or Brand from the Ad you are on crack. People will get a beer, talk smack, get food. But the % who will be interacting with ads will not be 41%. The IAB study is like when Bush contracted the Oil Industry to study if burning oil warms the earth.
  3. Greg Longmuir from Sales, Marketing Online and Reputation Management Executive , February 4, 2012 at 10:34 a.m.
    What a crock, really? I can see looking up the funny or cool ads after the game or at halftime. But during the game no way. What possessed the IAB to run such an article? The only thing people will be on their tablets or PCs will be to see if they are winning their respective Super Bowl pools.
  4. Jim D from JJDFM , February 7, 2012 at 4:38 p.m.
    If you follow the link and read the study, it says 41% of Super Bowl viewers will look up ad info DURING OR JUST AFTER the Game. That I believe.
  5. Joel Rubinson from Rubinson Partners, Inc. , February 8, 2012 at 1:59 p.m.
    what gets me is also that incidence is presented as market share. If there are 50 commercials during a game and one of them is looked up online by 40%, it seems like such a big number but it is really only 1% of TV commercials. echo chamber blather than needs quantification fast. blog.joelrubinson.net
  6. John McKay from McKay Consulting , February 8, 2012 at 3:10 p.m.
    Funny, that's exactly what my girlfriend was doing the whole game. Posting to Facebook about the ads. It's like the game interrupted her commercials.
  7. Doug Garnett from Atomic Direct , February 10, 2012 at 1:32 a.m.
    I agree with the Chief Alien from Sky Pulse. THIS DATA SHOULD NOT BE TRUSTED. Note the small type at the bottom which points out the sample has no connection with reality because there's no randomizing algorithm used to ensure that data from this population can be projected to total population. Very serious error. Studies like this generally rely on heavy online survey responders. Those are EXACTLY the people who would respond with these results. But they in now way can be assumed to represent general population. But heck, it's about new media. Since when do new media evangelists like IAB care about accuracy?