Mindshare: Super Bowl Spots Garnered Big Repeat Viewing Online

by , Feb 8, 2013, 2:53 PM
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Nearly one-third of viewers to the Super Bowl were so taken with commercials during the game that they watched at least one of the spots again online afterwards, according to a new survey from media shop Mindshare.

The agency survey polled nearly 2,200 adults in the days following the game (Feb. 4-6) and 31% of those who watched the game indicated that they watched a Super Bowl commercial again online.

The survey also found that viewers to the game engaged in a substantial amount of social media chatter about the commercials during and after the game. Nearly a quarter of the respondents (24%) posted a comment on Facebook about a Super Bowl commercial. And nearly as many—21%--said they texted someone about a spot that appeared in the game.

And 20% said they “liked” or followed a Super Bowl advertiser’s brand Facebook or Twitter page while 19% said they shared a link to a Super Bowl commercial with a friend or family member. And 14% said they tweeted about a spot in the game.

Seventy-two percent of those surveyed said they watched the game. Among Super Bowl viewers 27% said they had purchased or planned to purchase at least one of the products featured in a Super Bowl spot.

More than half of the audience watched the big game on traditional television sets at home (56%), per the survey, while 9% watched via web-enabled TV sets. 

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