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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.
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VB&P SUPER BOWL XLVII STUDYSurvey Findings
January 2013
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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.
KEY FINDINGS
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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).
BEFORE KICK-OFF
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MORE THAN HALF OF AMERICANS PAY ATTENTION TO WHO IS ADVERTISING BEFORE THE GAME
5
45%
13%
14%
11%
9%4%3%
How long before the Super Bowl do you start paying attention to who is advertising?
More than 3 months before 2-3 Months Before 1 Month Before2 Weeks Before 1 Week Before Day of GameI don’t pay attention 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.
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.
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0%
10%
20%
30%
40%
2010 2011 2012 2013
Will you watch any ads prior to the game online?
Yes
YOUTUBE AND FACEBOOK DOMINATE SEARCH FOR SUPER BOWL ADS
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0%
20%
40%
60%
80%
Americans Millennials
Where do you seek out ads prior to the Super Bowl?
Brand Sites Facebook YouTube Media/News Source
BRAND AFFINITY IS THE PRIMARY REASON FOR SEEKING ADS BEFORE THE SUPER BOWL
8
0%
10%
20%
30%
40%
Americans Millennials
What makes you seek out ads prior to the Super Bowl?
News that a brand is advertising News about the content in the ads Brand InterestKnowing they are repeat advertisers Knowing a celebrity will appear Other
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GAME TIME
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.
10
0%
25%
50%
75%
18-29 30-44 45-59 60+
What services do you use to watch most of your shows from?
Cable 2013 YouTube 2013 Netflix 2013 Hulu 2013
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.
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0%
7.5%
15%
22.5%
30%
WOMEN MEN
Cute animal Music soundtrack Attractive woman/man Someone getting hitMovie/film celebrity Babies Famous athlete Bodily functions
WOMEN VS. MEN
MORE AMERICANS ARE WORKING WHILE WATCHING16% of Americans plan to work during the 2013 Super Bowl, which is an increase compared to last year. This number goes up with millennials.
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0%
7.5%
15%
22.5%
30%
Worked during 2012 SB Plan to work during 2013 SB
Average Americans Millennials
ADS TAKE CENTER STAGE DURING THE GAME
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50%
62.5%
75%
87.5%
100%
2013
Likely to discuss Super Bowl ads with friends during the game
Avg Americans Millennials
50%
57.5%
65%
72.5%
80%
2011 2012 2013
Yes, I want to watch the Super Bowl with commercials
Avg Americans Millennials
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.
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During the Super Bowl, do you plan to engage in any of the following activities?
TEXTING
SEARCH
PHONE
2010 2011 2012 2013Percentage Change
2010—2013
4% 4% 8% 15% +275%
16% 22% 27% 37% +131%
15% 16% 20% 22% +47%
20% 22% 30% 29% +45%
10% 9% 12% 13% +30%
15% 18% 13% 17% +13%
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.
TEXTING
PHONE
SEARCH
2010(Millennials)
2011(Millennials)
2012(Millennials)
2013(Millennials)
2013(Non-Millennials 30+)
28% 41% 50% 62% 28%
37% 44% 55% 52% 22%
8% 11% 17% 35% 8%
17% 19% 29% 26% 21%
25% 18% 13% 19% 16%
13% 13% 21% 18% 12%
During the Super Bowl, do you plan to engage in any of the following activities?
POST-GAME DIGITAL WATER COOLER
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HALF OF AMERICANS PLAN TO REWATCH SUPER BOWL ADS AFTER THE GAME
17
30%
38%
45%
53%
60%
2010 2011 2012 2013
After the Super Bowl ends, will you rewatch Super Bowl ads online?
Yes
AMERICANS INCREASINGLY “LIKE” BRANDS MORE THAN TEAMS
18
15%
21.25%
27.5%
33.75%
40%
2011 2012 2013
What would you be most willing to “like” on Facebook during or after the Super Bowl?
A brand A team
ADS AND PLAYS EARN EQUAL CHATTER AFTER THE GAME
19
0%
10%
20%
30%
40%
2013
What are you most likely to discuss the Monday after the Super Bowl?
Ads Best Plays Half-time Show What you did during the game
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.
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After the Super Bowl, will you pass along your favorite ads to others via social networks?
20%
35%
50%
2010 2011 2012 2013
Yes
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.
21
0%
22.5%
45%
67.5%
90%
Facebook Twitter E-mail Text LinkedIn
With which social networks are you most likely to share your favorite Super Bowl ad?
2012 2013
THE SUPER BOWL HANGOVER
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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.
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0%
10%
20%
30%
40%
Will tweet about the Super Bowl
Likely-to-be-hungover Non-hungover0%
15%
30%
45%
60%
Will post on Facebook about the Super Bowl
Avg AmericanAvg American
INTOXICATED BUYING POWER
Heavy drinkers are five times as likely to buy a product while watching the Super Bowl than light/non-drinkers (10%).
24
0%
12.5%
25%
37.5%
50%
Yes, I think I will buy something while watching the Super Bowl
Likely to be hungoverNot likely to be hungover
Avg American
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 [email protected].
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THANK YOU