On Sunday, over 100 million viewers are expected to tune in for Super Bowl XLVIII. While many of those viewers are die-hard football fans who can’t wait to see the Denver Broncos and their No. 1 offense take the field against the Seattle Seahawks’ No. 1 defense (the first Super Bowl in 24 years featuring the NFL’s best offense vs. the best defense), some just want to watch the ads.
With the unofficial holiday just a New York minute away, qSample surveyed more than 300 panelists who planned to watch the broadcast to better understand how viewers plan to interact with the media and each other during the game. Respondents identify themselves as either die hard or casual fans or those who plan to watch simply for the occasion, as illustrated by the infographic below.
Social media and new technology continues to change the Super Bowl viewing experience. Nearly 32 percent of respondents are planning to follow the event on social media or discuss the game via text or IM. More than 20 percent plan on following the game on some sports media outlets in addition to the broadcast.
In 2014, it is estimated that a 30-second Ad spot will cost the advertiser around $4 million, up from $3.8 million in 2013. Many advertisers wonder if a coveted Super Bowl spot will lead to elevated product sales. More than 23 percent of respondents indicated that the ads were their favorite part of the Super Bowl. 22 percent of the respondents surveyed claim that they plan to watch ads again after seeing them on the just minutes earlier on the broadcast.
A good return on investment (ROI) indicator for advertisers, more than 60 percent of respondents said they typically took some sort of action after viewing a Super Bowl ad. For example, nearly 12 percent of those polled said they search for a particular product after viewing a Super Bowl ad. Nearly 10 percent claim to have visited the advertiser’s web site. Almost 10 percent said they plan to visit the advertiser’s Facebook page. Additionally, a whooping 70 percent stated that their level of attention/focus on the Super Bowl ads will not dissipate as the game gets well into the second half.
When asked about the type of ads they’re looking forward to seeing this year, Anheuser-Busch (13.48 percent), Doritos (13.63 percent) and Coca Cola’s (12.25 percent) were the top favorites among panelists.
Budweiser’s “Whassup?” commercial beat out the competion for the most iconic Super Bowl ad, beating out Coke’s “Mean Joe Green” and Wendy’s “Where’s the beef?” by eight percent.
Most of the participants plan on spending less than $60 on festivities but 36 percent plan on making purchases to enhance their Super Bowl viewing experience before kickoff on Sunday. For example, subscribing to cable, purchasing a new TV, new Tablet, faster internet, new Laptop, new Smartphone, etc.
The overwhelming majority of respondents plan to stay home to watch the Super Bowl. 51 percent said they’re planning on staying home, 28 percent plan on watching at a friend or family member’s house, 6 percent plan to watch from a local bar, everyone else had yet to decide
Controversy regarding the weather has plagued the build up to Super Bowl 48. This will be the first Super Bowl to be played outdoors in cold weather. Forecasts have continued to be more optimistic but contingency plans were put in place in case the weather was too frigid.
We asked our respondents in what climate should the Super Bowl be played in. More than 45 percent said the Super Bowl should be played in a warm climate, 15 percent preferred the game to be played in the cold, and 40 percent believed it shouldn’t matter what climate the game is played in.
Lastly, the respondents’ game predictions mirrored that of Las Vegas oddsmakers. The Broncos are currently three-point favorites. 58 percent of respondents predict the Broncos will walk away with the Lombardi Trophy come Sunday night.