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.