Many Super Bowl research studies talk up all the interest in TV commercials, but a new study suggests the more obvious reason to watch: the game itself.
52% of respondents say the primary reason they tune in is to watch the game, versus 23% who are focused on the commercials, per Burson-Marsteller’s Fan Experience study from research consultant Penn Schoen Berland.
Going deeper, 72% prefer a great game with boring commercials over a boring game with great commercials. That said, entertainment — and laughter — is key for marketers: 91% are more excited to view commercials using humor than ones designed to get an emotional response from viewers.
On the social-media front, 55% will post a comment on social media about a commercial; 51% about a big play during the game. Some 57% say they will be using Facebook and/or Twitter during the game, and 55% will go online to view additional branded content either during or immediately after the game.
The study occurred Jan. 15-17, surveying 1,000 people who indicated that they were planning to watch Super Bowl XLVIII on Sunday, Feb. 2.
Super Bowl Has Great Ads, But Most Watch For The Game added by newsroom on
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