The lifespan of a Super Bowl ad keeps growing as Americans will be searching, sharing and rewatching ads this year more than ever before, our 4th annual Super Bowl Survey uncovered. A third of Americans report they will seek out ads before kick-off this year and after the game ends, exactly half of Americans will rewatch their favorite ads. Results saw these numbers rise particularly among millennials and those who report they’ll be hungover on Super Bowl Monday. Check out our findings here.
2. METHODOLOGY & APPROACH
Conducted online December 7-11, 2012.
1,000-person sample size that demographically (age, ethnicity, employment status, etc.) represented the
United States’ general population.
Respondents were required to have watched at least some part of the 2012 Super Bowl and intend to watch
the 2013 Super Bowl to qualify for the survey.
Majority of the questions were closed response and multiple choice.
In this study, millennials are classified as ages 18-29.
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3. KEY FINDINGS
1. Americans are sharing and rewatching their favorite Super Bowl ads more than ever before.
• 40% will pass along their favorite ad (vs. 36% in 2012).
• 50% will rewatch their favorite ads online (vs. 43% in 2012).
2. Americans are watching less cable, except on Super Bowl Sunday.
• 20% of Americans are considering dropping their cable subscription. Millennials are even more prone to drop their cable (35% in 2013).
• However, 96% of Americans watch the Super Bowl via TV.
3. Twitter is the fastest growing social network on Super Bowl Sunday.
• While watching the game, 15% of people will be on Twitter, a 275% increase since 2012.
• 30% of people are likely to share their favorite ad on Twitter, a 650% increase since 2012.
4. More intoxicated viewers are more likely to talk about the Super Bowl on social networks.
• 28% of survey participants admitted they are likely to be hungover Super Bowl Monday, which, with 111 million Super Bowl viewers, equates to
an estimated 31 million Americans.
• 35% of the likely-to-be-hungover will tweet during the Super Bowl (vs. 8% of non-hungover) and 60% of the likely-to-be-hungover will post on
Facebook (vs. 24% of non-hungover).
• Most importantly for marketers, heavy drinkers are five times as likely to buy something while watching the game (50% vs 10% of light/non-
drinkers).
5. Millennials are the most passionate about Super Bowl Ads.
• 78% of millennials will pay attention to who is advertising before the game (vs. 54% avg).
• 70% of millennials will rewatch ads online (vs. 50% avg). 67% of millennials will pass those ads along to others (vs. 40% avg).
• 92% of millennials will be talking about ads during and after the game (vs. 81% avg).
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5. MORE THAN HALF OF AMERICANS PAY ATTENTION
TO WHO IS ADVERTISING BEFORE THE GAME
Of the 54% of Americans who pay attention to ads before the game, 75% are doing a week or so before the game.
How long before the Super Bowl do you start paying attention to who is advertising?
3%4%
9%
45% 11%
14%
13%
More than 3 months before 2-3 Months Before 1 Month Before
2 Weeks Before 1 Week Before Day of Game
I don’t pay attention before the game 5
6. WATCHING ADS PRE-GAME INCREASES
More than a third of Americans will watch Super Bowl ads prior to the game in 2013. Triple the amount since 2010.
Will you watch any ads prior to the game online?
40%
30%
20%
10%
0%
2010 2011 2012 2013
Yes
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7. YOUTUBE AND FACEBOOK DOMINATE SEARCH
FOR SUPER BOWL ADS
Where do you seek out ads prior to the Super Bowl?
80%
60%
40%
20%
0%
Americans Millennials
Brand Sites Facebook YouTube Media/News Source
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8. BRAND AFFINITY IS THE PRIMARY REASON FOR
SEEKING ADS BEFORE THE SUPER BOWL
What makes you seek out ads prior to the Super Bowl?
40%
30%
20%
10%
0%
Americans Millennials
News that a brand is advertising News about the content in the ads Brand Interest
Knowing they are repeat advertisers Knowing a celebrity will appear Other
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10. CABLE USE MAY BE DECLINING, BUT NOT ON
SUPER BOWL SUNDAY
• Last year, NBC streamed the Super Bowl online for the first time. Only 4% of Americans watched last year’s Super
Bowl via online streaming; however, 9% of millennials reported watching the game this way.
• 20% of Americans are considering dropping their cable subscription because of access to shows on Netflix, Hulu,
iTunes, and YouTube. This number jumps to 35% for millennials.
• 43% report using non-cable offerings to watch their favorite shows, with 62% of millennials reporting this practice.
What services do you use to watch most of your shows from?
75%
50%
25%
0%
18-29 30-44 45-59 60+
Cable 2013 YouTube 2013 Netflix 2013 Hulu 2013
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11. HUMOR IS EFFECTIVE, BUT BIKINIS STILL WORK
Humor goes a long way. 93% of Americans believe that humor makes an ad more memorable.
But predictably, when asked what makes an ad memorable, men favored women in bikinis and women preferred cute animals.
WOMEN VS. MEN
30%
22.5%
15%
7.5%
0%
WOMEN MEN
Cute animal Music soundtrack Attractive woman/man Someone getting hit
Movie/film celebrity Babies Famous athlete Bodily functions
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12. MORE AMERICANS ARE WORKING
WHILE WATCHING
16% of Americans plan to work during the 2013 Super Bowl, which is an increase compared to last year.
This number goes up with millennials.
30%
22.5%
15%
7.5%
0%
Worked during 2012 SB Plan to work during 2013 SB
Average Americans Millennials
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13. ADS TAKE CENTER STAGE DURING THE GAME
Likely to discuss Super Bowl ads with friends during the game Yes, I want to watch the Super Bowl with commercials
100% 80%
87.5% 72.5%
75% 65%
62.5% 57.5%
50% 50%
2013 2011 2012 2013
Avg Americans Millennials Avg Americans Millennials
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14. TWO+ SCREEN VIEWING GROWS
More than half (56%) of respondents plan to engage with some type of communication tool(s) while watching the Super Bowl in 2013,
keeping with an enormous increase in digital engagement since 2010. For the first time, Facebook has surpassed texting.
During the Super Bowl, do you plan to engage in any of the following activities?
Percentage Change
2010 2011 2012 2013
2010—2013
TWITTER 4% 4% 8% 15% +275%
FACEBOOK 16% 22% 27% 37% +131%
E-MAIL 15% 16% 20% 22% +47%
TEXTING 20% 22% 30% 29% +45%
SEARCH 10% 9% 12% 13% +30%
PHONE 15% 18% 13% 17% +13%
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15. MILLENNIALS VS. NON-MILLENNIALS
86% of millennials will be engaged in some sort of communications tools while watching the game. Millennials are four times as
likely to tweet, and twice as likely to be on Facebook. Similar to the American average, for the first year, Facebook has also
surpassed texting with millennials.
During the Super Bowl, do you plan to engage in any of the following activities?
2010 2011 2012 2013 2013
(Millennials) (Millennials) (Millennials) (Millennials) (Non-Millennials 30+)
FACEBOOK 28% 41% 50% 62% 28%
TEXTING 37% 44% 55% 52% 22%
TWITTER 8% 11% 17% 35% 8%
E-MAIL 17% 19% 29% 26% 21%
PHONE 25% 18% 13% 19% 16%
SEARCH 13% 13% 21% 18% 12%
17. HALF OF AMERICANS PLAN TO REWATCH
SUPER BOWL ADS AFTER THE GAME
After the Super Bowl ends, will you rewatch Super Bowl ads online?
60%
53%
45%
38%
30%
2010 2011 2012 2013
Yes
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18. AMERICANS INCREASINGLY “LIKE” BRANDS
MORE THAN TEAMS
What would you be most willing to “like” on Facebook during or after the Super Bowl?
40%
33.75%
27.5%
21.25%
15%
2011 2012 2013
A brand A team
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19. ADS AND PLAYS EARN EQUAL CHATTER AFTER
THE GAME
What are you most likely to discuss the Monday after the Super Bowl?
40%
30%
20%
10%
0%
2013
Ads Best Plays Half-time Show What you did during the game
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20. SHARING ADS POST-GAME INCREASES
40% of Americans will pass along their favorite ads via e-mail or social networking sites. This is a 54% increase since 2010.
After the Super Bowl, will you pass along your favorite ads to others via social networks?
50%
35%
20%
2010 2011 2012 2013
Yes
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21. FACEBOOK DOMINATES SHARING,
BUT TWITTER IS GAINING SPEED
Of the 40% of Super Bowl watchers who will pass along their favorite ad, 86% will do so via Facebook and 30% via Twitter.
In fact, Twitter is the fastest growing social network for sharing ads, with a 500% increase from last year.
With which social networks are you most likely to share your favorite Super Bowl ad?
90%
67.5%
45%
22.5%
0%
Facebook Twitter E-mail Text LinkedIn
2012 2013
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23. TWEETING UNDER THE INFLUENCE
28% of survey participants admitted they are likely to be hungover the Monday after the Super Bowl. With an estimated 111
million viewers, this equals 31 million Americans.
• 60% of heavy drinkers will be posting on Facebook during the game, versus 24% of light/non-drinkers.
Will tweet about the Super Bowl Will post on Facebook about the Super Bowl
40% 60%
30% 45%
20% 30% Avg American
Avg American
10% 15%
0% 0%
Likely-to-be-hungover Non-hungover
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24. INTOXICATED BUYING POWER
Heavy drinkers are five times as likely to buy a product while watching the Super Bowl than light/non-drinkers (10%).
Yes, I think I will buy something while watching the Super Bowl
50%
37.5%
25% Avg American
12.5%
0%
Likely to be hungover
Not likely to be hungover
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25. WANT TO LEARN MORE?
For more information on the study, or to schedule an interview with Lucy Farey-Jones, partner and head of strategy,
please contact Meredith Vellines at meredith.vellines@venablesbell.com.
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