burson-marsteller fan experience super bowl survey highlights
DESCRIPTION
A majority of Americans believe the Super Bowl is better today because of entertaining ads and stellar halftime shows, but what they really crave is football. According to a national study commissioned by Burson-Marsteller’s Fan Experience specialty group and fielded by research consultancy Penn Schoen Berland, 52 percent of respondents say the primary reason they tune in is to watch the game, compared to 23 percent who are focused on the commercials.TRANSCRIPT
SUPER BOWL2014 Survey Highlights
52%
It’s Still All About the Game, Not the Commercials
say the primary reason they tune in is to watch the game
23% really want to seethe commercials
THE FANS
THE ADS
52%who plan to watch call themselves avid NFL Fans
92%watch whether or not their favorite team is playing
55%have attended a NFL game
Great Commercials Can’t Beat a Great Game
But When It’s Time to Share on Social MediaAds Creep Ahead
72%prefer a great game with boring commercials over a boring game with great commercials
57%say they will be using Facebook and/or Twitter during the game
55%will view additional online content either during or immediately after the game
And Some Want to Sleep In on Monday
22% 60%would support designating Super Bowl Sunday and Monday as national holidays
The Smart Phone Isn’t Distracting, It’s Connecting
Tackling Twitter and a First Down for Facebook
of millennials believe social media helps bring them closer to the game, BUT 87% of baby boomers call social media a distraction from the game
55% are likely to post on social media about a commercial
51%are likely to post about a big play during the game
ABOUT THE SURVEYConducted January 15 through January 17, 2014 by research consultancy Penn Schoen Berland, the online quantitative survey polled 1,000 people who indicated that they were planning to watch Super Bowl XLVIII on Sunday, February 2, 2014. Margin of error is +/- 3.1 percent.