• by February 8, 2002

A new “flash study” from Knowledge Networks/Statistical Research (KN/SRI) shows that, while the Super Bowl continues to draw the highest television ratings of the year, viewers are less attentive than the average primetime audience. They are less likely to have their eyes on the television screen and more likely to be taking part in other activities.

Conducted among 669 Super Bowl 2002 viewers in the nationwide Knowledge Networks panel, the survey showed that only in the tension-filled 4th quarter of the game did the proportion of “eyes-on” minutes (69%) approach average primetime viewer attention levels (72%) from KN/SRI How People Use™ Television research.

The 4th quarter was also the only quarter during which the proportion of Super Bowl viewers reporting accompanying activities (76%) was near the level for an average primetime audience (72%). During the other three quarters, Super Bowl viewers were much more likely to be “multitasking,” with the proportions ranging from 90% in the 1st quarter to 84% in the 3rd quarter.

In good news for advertisers, 45% of Super Bowl 2002 viewers said that they were as interested or more interested in the advertisements during the game as in the game itself.

However, 29% of Super Bowl viewers said they “agreed strongly” that companies that advertise on the Super Bowl are industry leaders – a striking decline from the 50% who “agreed strongly” with the same statement in a KN/SRI survey of the 1993 Super Bowl audience.