Fifty-three percent of 2011 Super Bowl viewers recalling any ad claimed to take some follow-up action, with fully 18% spreading the word, good or bad, on social networking sites, according to results of a new Harris Poll. In addition, 41% of those who watched the ads found them to be on par with last year’s, but nearly as many (36%) found them to be somewhat or much worse, with only 23% finding them somewhat or much better.
In-person Actions Most Popular
When ad viewers who have taken or intend to take follow-up action were asked to specify those actions, in-person actions were generally more popular than digital actions. For example, the most popular was talking about the brand with someone else in person (28%), followed by considering (17%) and purchasing (14%) the brand.
Telling someone about the brand via email or text message was the most popular digital action, and fourth-most-popular overall (11%). The only action with a possible in-person aspect, the vaguely worded search for more information, came in sixth overall (9%). Social networking-related actions such as commenting about or liking a brand on Facebook (8%) each comprised the five least-popular responses.
9 in 10 Viewers Watch At Least Some Ads
Nine in 10 Super Bowl viewers (91%) report watching any ads at all, and slightly more than half (55%) say they watched more than half the ads. Of this subgroup, 33% watched fewer than all the ads and 22% watched all.
Of the 36% who watched half the ads or fewer, 21% watched half the ads. Only 9% of viewers watched no ads at all.
Nielsen: Chevy, Fox Ads Draw Super Bowl Viewers
Ads for automaker Chevrolet and the Fox TV network dominated the list of most-watched ads during Super Bowl XLV on Sunday, February 6, 2011, according to recent data from The Nielsen Company. The number one ad, featuring two guys describing a woman’s wild ride in a silver Chevrolet Camaro, was the most-watched commercial of all time. An estimated 119,628,000 viewers watched the ad, surpassing the previous record holder, a Doritos commercial from last year’s Super Bowl with 116,231,920 viewers.
About the Data: This Harris Poll was conducted online within the US between February 9 and 11, 2011 among 2,469 adults (aged 18 and older) of whom 1,682 planned to watch the Super Bowl. Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.