• by Jack Loechner , Staff Writer @mp_research, January 19, 2003

The Super Bowl Is Advertising

On January 26th more than half of all Americans (54%) will watch the Super Bowl. A survey of 500 Americans conducted by InsightExpress revealed that two out of every five who will watch, tune in for the commercials.

For those who will tune in to the Super Bowl, commercials are as much a part of the experience as the game itself. Super Bowl commercials that use humor are rated the highest among respondents as most memorable (61%), followed by those that are visually appealing/have special effects (43%). Favorite commercials from last year include the Budweiser Clydesdales bowing to New York (25%) and Blockbuster's dancing guinea pig (24%).

Additionally, the survey revealed that three out of five respondents pay closer attention to Super Bowl ads than they do to everyday ads, and 20% pay more attention to the commercials than they do to the actual game. The survey also found that 29% have tried a product as a result of seeing it advertised during the Super Bowl, while only 18% say that their opinion of a company was enhanced through a Super Bowl ad.

You can find out more here.