MORE WOMEN THAN MEN WANT TO SEE SUPERBOWL ADS ON SUNDAY -- blogged by Joyce Schwarz @www.hollywood2020.blog.com. Our contacts over at the research firm Comscore show this info and stats on who will watch the ads on Sunday:
SUPER BOWL VIEWERS LOOKING FORWARD TO CONSUMER GENERATED ADVERTISEMENTS; WOMEN MORE LIKELY THAN MEN TO TUNE IN FOR COMMERCIALS
comScore Networks Announces Results of 2007 Pre-Super Bowl Survey
comScore Networks, a leader in the measuring the digital age, today released the results of a survey of more than 1,500 Americans’ attitudes and opinions related to Super Bowl XLI. The survey was conducted among consumers who plan to watch this year’s Super Bowl, and respondents were evenly divided between men and women. The study revealed differences in expectations for the Super Bowl along gender lines, with women more likely than men to look forward to watching the ads, including this year’s line-up of consumer generated commercials.
Men Watch Super Bowl for the Game, Women Watch for the Ads Q: "Which aspect of the Super Bowl do you enjoy most?" Source: comScore Networks, Pre-Super Bowl Survey Males Females Internet Usage an Important Part of Game Day
Although the Super Bowl will be watched by a wide majority of Americans, men and women reported substantial differences in the aspects of the game they most enjoy. Men overwhelmingly responded that "watching the game" (64 percent) was the most enjoyable part of the festivities, while fewer than half of women responded in kind (31 percent). Conversely, women were more than twice as likely as men to say they enjoyed watching the ads (36 percent vs. 17 percent). Women were also more likely to respond that their favorite aspect was spending time with friends or family (22 percent vs. 13 percent) and the half-time show (9 percent vs. 4 percent).
N = 1,530
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Watching the game 64% 31%
Watching the ads 17% 36%
Spending time with friends or family 13% 22%
Half-time show 4% 9%
Other 2% 2%
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Of those planning to log onto the Internet on the day of the game, many will do so for Super Bowl-related reasons. Fifteen percent plan to log on to monitor Super Bowl stats and stories, while 13 percent will look for recipe and party ideas. Super Bowl advertisements are also likely to spur Internet usage on game day, with 11 percent of those surveyed intending to watch ads online and 10 percent planning to visit Web sites of Super Bowl advertisers.
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