A series of interesting findings about Super Bowl Television viewers have been revealed by an opinion poll conducted by the Lab42 market research company. Thirty-nine percent of American adults say that the ads are their favorite part of Super Bowl broadcasts, versus 28 percent who favor the game itself.
According to the online survey, among 500 adults (50/50 male/female split), the ad preference is more pronounced among women. Forty four percent of women say they prefer ads to any other aspect of the game, while 41 percent of men prefer the game itself. In order to not miss ads, 38 percent of all respondents prefer to take bathroom breaks during the game, and 23 percent prefer to take them during commercials.
There has been much debate as to whether Super Bowl ads are worth the investment, says Karlene Lukovitz on the Marketing Daily website, referring to estimates that advertisers paid up to $3.8 million for a 30-second spot in this year’s CBS broadcasts on Sunday. But, Lab42 CEO Gauri Sharma argues that, “With 64 percent of respondents saying that half or more of their Super Bowl conversations the next day are about the commercials, it’s clear that consumers are not only paying attention to the commercials, but they are also engaged in a way that’s nearly impossible to replicate at any other time of the year.”
More than one-third of respondents reported that they have shared a Super Bowl commercial via social media and 69 percent said that they have re-watched a Bowl commercial online. In addition, 72 percent of respondents said they think that Super Bowl ads are funnier than standard commercials, 57 percent consider them more creative and 21 percent perceive them as more memorable.
The Sport Intern is published by Karl-Heinz Huba of Lorsch, Germany. This article is reprinted here with permission from the author. Mr. Huba can be reached via email at ISMG@aol.com.