Viewers to Go Online for Super Bowl Stats, Updates – and Ads

February 1, 2008

This article is included in these additional categories:

Brand Metrics | Creative & Formats | Media & Entertainment | Social Media | Television | Women

Three-quarters of US internet users say they intend to go online for Super Bowl-related info on the day of the big game, according to comScore’s annual Super Bowl pre-game survey.

The survey of 1,522 US Internet users, conducted on January 29-30, revealed insights into Americans’ opinions and expectations for Super Bowl XLII.

Game Day Internet Use

Some 82% of those who plan to go online said they would do so before the game, and 61% said they would do so after the game; nearly three out of ten said they would log on during the game itself (29%) or during halftime (28%).

Reasons for going online:

  • The most common reason cited for going online on Super Bowl Sunday was to monitor stats and stories related to the game (17% of respondents), followed by looking for recipe and party ideas (16%).
  • Super Bowl ads will also drive viewers to the web, with 16% of respondents saying they would go online to visit websites of Super Bowl advertisers; 13% said they intended to watch Super Bowl ads or video clips online.

“Viewers have indicated that the Internet will be a more significant part of their Super Bowl experience than last year,” said Andrew Lipsman, senior analyst at comScore. “In particular, there seems to be a greater inclination to access advertisers’ content online, which highlights the increasing importance of a cross-media advertising strategy.”

Ads an Anticipated Part of the Super Bowl


For many Super Bowl viewers, the TV commercials are as important to the festivities as the game itself:

  • Overall, 49% of the respondents said that the game was their favorite part of the Super Bowl festivities, but more than a quarter (26%) actually preferred watching the ads.
  • Males, in particular, were significantly more likely to prefer watching the game itself, while females preferred watching the ads.
  • Females were also more likely than males to prefer spending time with friends and family and watching the halftime show.

One of the key trends in Super Bowl ads last year was the inclusion of several customer-created commercials. Brands such as Doritos, Chevy and the NFL allowed customers to submit their own ads, the best of which made it on air.

  • When asked to rate the expected entertainment value of this year’s customer-created ads, 25% thought they would be more entertaining than professionally produced ads, compared with just 12% that thought they would be less entertaining.
  • When asked which ads from last year were the most memorable, Doritos rated as the second most memorable advertisers after Anheuser-Busch, which featured several humorous spots for Bud and Bud Light.

Respondents were also asked to pick three brand advertisers’ commercials they were most looking forward to seeing during this year’s Super Bowl:

  • Some 44% of respondents selected Coca Cola or Pepsi.
  • Edgier advertisers also rated among the most anticipated, including Victoria’s Secret (21%) and (16%).

Americans Predict Patriots Victory

Nearly two-third of respondents (64%) predict that the Patriots will emerge as victors in Super Bowl XLII and cap a historic undefeated season. Despite the Patriots’ dominant 16-0 regular season, however, more than a third (36%) are expecting the Giants to pull off an upset.

Respondents were also asked to choose the most likely candidate for MVP from each team:

  • The overwhelming choice among the New England Patriots was regular season MVP quarterback Tom Brady, who garnered 70% of the Patriots votes, while record-setting wide receiver Randy Moss grabbed 16% of the votes.
  • On the Giants side, quarterback Eli Manning was the top choice with 47% of the votes, while his top receiving target, Plaxico Burress, collected 12% of the votes.

Last year’s survey respondents accurately predicted that the Indianapolis Colts would win the Super Bowl and Peyton Manning would bring home MVP honors.

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