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Viewer Appreciation Of Super Bowl Ads Increases

Marketers spending an average of $5 million for a 30-second Super Bowl spot will be relieved to hear that ads are still vital to the big game viewing experience, according to a survey.  

In a change from last year’s Super Bowl survey, there was an increase from 48% to 53% of viewers saying they’d be disappointed if the Super Bowl were broadcast commercialfree, according to a national survey commissioned by Burson-Marsteller's Fan Experience sports and entertainment specialty group, and fielded by research consultancy Penn Schoen Berland to analyze viewers' attitudes toward professional football, the Super Bowl and the halftime show.

However, the game is still the main attraction. Nearly two out of three Millennials say they prefer the game itself to the commercials or the halftime show. Sixty-five percent of viewers say they remember last year's game better than any other part of the broadcast. Seven in 10 total viewers (and nearly two in three Millennials) say that the game is their favorite part of the Super Bowl broadcast

More than 66% of respondents say they are more favorable toward brands with a good commercial vs. one who sponsors the Super Bowl.

Sixty percent of all viewers and 87% of constant social media users say they’re interested in the additional content that brands provide on social media in addition to their Super Bowl TV commercials. 

More than 7 in 10 constant social media users say they love watching the Super Bowl halftime show while 1 in 3 constant social media users say they’re even more likely to use social media during the Super Bowl than they typically do. More 1 in 4 constant social media users say they will use social media more than they did during last year’s Super Bowl.

Caring for communities drives brand affinity, according to 82% of viewers, and 89% of Millennials, who say it is important for brands to demonstrate how they are giving back to their community in their Super Bowl commercials or marketing campaign. 

Furthermore, 78% of viewers, and 86% of Millennials, say it is important for brands to demonstrate environmental consciousness in their Super Bowl commercials or marketing campaign.

The findings are based on a survey conducted from Jan. 18-21. The survey measures the perceptions and behaviors of Super Bowl viewers, and was conducted online among a national sample of N=1000 people who plan to watch the Super Bowl this year and who watched the Super Bowl last year.

2 comments about "Viewer Appreciation Of Super Bowl Ads Increases".
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  1. Douglas Ferguson from College of Charleston, February 1, 2017 at 12:36 p.m.

    The commercials certainly add to viewing TV at a party with others. Alcohol and sociability make commercials more welcome. On the other hand, watching alone or with family, we all know we can see all the commercials on a website link after and sometimes before the game. Not a big deal. So maybe the 53% in this survey are mostly those going to a party to watch the game. Or they include traditional viewers who fondly remember when the Super Bowl was the very first time to view a new Super Bowl commercial, which is hardly true anymore.

  2. Christina Ricucci from Millenia 3 Communications replied, February 1, 2017 at 2:12 p.m.

    I think you nailed it, Douglas. I usually watch the event alone or with my grown kids, and I wouldn't "be disappointed if the Super Bowl were broadcast commercial free" because now I can see the ads before the game. Many of the 2017 spots are already online and I suspect more will be before Sunday. Thus far I've watched this year's spots for Lexus, GoDaddy, Wix, Skittles, Kia, Mr. Clean, SquareSpace, Intel, Turbo Tax, and more. I agree that the disappointment of others may come from missing the shared experience of being entertained by the commercials in a social/party atmosphere. I'm one of those who "fondly remember(s)" earlier years when there was a lot of anticipation about upcoming Super Bowl commercials, not to mention the creative quality which has since been downgraded to ho-hum or just plain silly in many cases. Btw, sort of off topic, this year especially it will be all about the game for me; I'm in Atlanta and worked for the Falcons back in the days of Leeman Bennett. (Now my age is REALLY showing.)

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