THE INTERNET IS NOW A BIG PART OF THE SUPERBOWL WATCHLIST ACCORDING TO A RECENT SURVEY
Internet Emerges as an Important Medium on Game Day RESTON, Va., Feb. 2, 2006 – comScore Networks today released the results of a survey of more than 1,100 Americans’ attitudes and opinions related to Super Bowl XL. Just under half of those surveyed report that watching the game is their favorite part of the Super Bowl festivities, while roughly one out of four say they enjoy watching the advertisements the most. For the second consecutive year, the most eagerly anticipated advertiser is Anheuser Busch.
Enjoying the Actual Game is Secondary to Many
While the Super Bowl is the quintessential football game, less than half of respondents (46 percent) claim that watching the game is the part of the festivities they enjoy the most. Watching the advertisements (26 percent) and spending time with friends and family (18 percent) are the primary reasons behind many tuning in. Not surprisingly, the survey responses reveal a disparity based on gender, as 63 percent of men report watching the game as the aspect they enjoy most, while only 37 percent of women report the same. Conversely, women favor watching the ads (31 percent) and spending time with family (20 percent).
Integrating the Internet into Game Day Festivities
On Super Bowl Sunday 72 percent of respondents intend to log on to the Internet, and 56 percent of those intend to do so from a computer located in the same room as the TV used to view the big game. When asked how they intend to use the Internet on game day, 14 percent of respondents report they will monitor stats and stories related to the game while the same percentage said they will watch/download ads or video clips. Additionally, 11 percent of respondents said they intend to visit the Web sites of Super Bowl advertisers, reflecting the emergence of the Internet as a complementary advertising channel.
Q: For which of the following activities, if any, do you plan to use the Internet on game day? Source: comScore Networks n=1,154 January 27 - February 1, 2006 | |
|
Total |
To monitor stats and stories related to the players and the game |
14% |
To watch/download ads or video clips |
14% |
To visit web sites of Super Bowl advertisers |
11% |
To listen to the radio over the Internet |
5% |
To forward ads or video clips to friends |
4% |
To place or follow bets on the game |
4% |
SUPERBOWL ADS PRICELESS????
Excerpted from: Internet sees all-out blitz of Super Bowl ads, not game Even before the game, you can watch the Super Bowl of Advertising unfold at SuperBowl-Ads.com, a pioneering site that serves news about the ads in advance, offers still images from many of them and provides links to the few that are available in preview, including United Airlines' extravaganza, a surprising 60-second spot from a company just out of bankruptcy.
Among this year's trends for the $2.5 million-per-30-second ads, according to Ken Phipps, the New York City ad-agency art director who started SuperBowl-Ads.com: more direct appeal to women; lingering concern over taste issues dating back to Janet Jackson's wardrobe malfunction and Budweiser's flatulent horse; blue-chip advertisers rather than upstarts “like the year 2000 when it was all dot-commers trying to make their mark”; and, once again, Web domain-name registry GoDaddy.com masterfully working the media by submitting ads that it says ABC keeps rejecting because they're too darn sexy.
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