15 percent will watch for ads, two-thirds of 18-34 year olds will multitask with smartphones.
Warren, NJ, January 26, 2011: Nearly two-thirds of 18-34 year olds planning to watch Super Bowl XLV have smartphones – and they intend to use them. A survey this week by Lightspeed Research revealed that consumers in this age group plan to make extensive use of their smartphones during the game for texting, social media, watching Super Bowl ads and more. Other findings of this survey include:
- Viewers are almost evenly divided between those watching for the football (55 percent) and those watching for the ads, halftime show or just for the fun of it (44 percent)
- 60 percent of those planning to watch the Super Bowl will spend as much or more on food and beverages compared to last year.
- 71 percent of respondents say they plan to watch the game; the vast majority from their homes.
- Viewers anticipate commercial spots from Anheuser-Busch more than any other advertisers.
Most watch for the football, but many only for the commercials
Although 55 percent of Super Bowl watchers are mostly interested in the football game, 15 percent watch primarily for the commercials and 27 percent for the social aspect with family and/or friends. Fewer than half of 18-34 year olds watch Super Bowl primarily for the football, and one in five women watch the Super Bowl primarily for the commercials.
Online video, SMS, social media – viewers will be connected on Super Bowl Sunday
This year, viewers will be getting involved in several ways, from using their smartphones, to live streaming and watching content online, to uploading comments to social media sites like Facebook and Twitter. Of those with a smartphone, 59 percent will be sending emails or SMS messages about the game, 18 percent will be checking out ads online from their phones, and the same number say they will visit advertiser websites. Almost a third (32 percent) will be posting comments about the game on a social network, with women more likely to do this than men (37 percent vs 26 percent). An impressive 45 percent of those with smartphones plan to use them during the actual game – that’s nearly double the number of those who anticipate using the internet from their home computer (22 percent).
Budweiser and Bud Light most eagerly anticipated ads
Ads from Anheuser-Busch are the most eagerly anticipated, with 29 percent of those planning to watch saying these were the ads they were most looking forward to seeing. In comparison, only 8 percent said they were most anticipating seeing the Coca Cola ads, 7 percent the Pepsi ads, and 5 percent each seeing GoDaddy.com and Doritos (Download our full report for a complete list of ad rankings).
Super-Sized Shopping for Super Bowl Sunday
Super Bowl shopping lists all over the country this year could see some growth, as 60 percent of viewers say they plan spend the same or more on food and drink for compared to last year.
And it’s not just the snacks and drinks that will be on the nation’s shopping lists. Of those planning to watch, 10 percent will be buying sports apparel before the game, while seven percent will make a major investment by purchasing a new television. The Super Bowl is definitely a big shopping occasion for 18 to 34 year olds. They are the most likely to buy in the three categories, with 17 percent buying sportswear, 15 percent buying food and drink and 11 percent splurging on a new TV. And that’s not all. Six percent of this age group are planning to buy sofas and/or seating for the big game.
Bigger is certainly better when it comes to TVs for the game. One third of those planning to buy a new TV for the game will be bringing home a screen of 50” or larger.
Stay-at-home-Super Bowl – for friends, family and colleagues
Almost three quarters of respondents say they plan to watch the Super Bowl, with the vast majority choosing to share the excitement with friends, family and even colleagues at home. Only 4 percent will see the action from a restaurant or bar, with 18 to 34 year olds the most likely to be watching outside their own home, and half of those planning to watch with friends. One in five of those ages 55+ will be watching the game by themselves.
“As smartphone adoption continues to grow, this research confirms how advertisers must consider the pivotal role of mobile in their efforts to connect with consumers,” said Chris Urinyi, CEO of Lightspeed Research in The Americas. “The Super Bowl has always presented an exceptional way to reach the American public, but TV ads today are just one piece of the puzzle. For brands, there’s a viable opportunity for real-time social engagement and promotion due to TV’s heavy competition from increasing numbers of smartphones and PCs in use during the game.”
Click here to download a copy of all the survey results
For press inquiries please contact:
Naor Chazan, Marketing Director Americas – Lightspeed Research
nchazan@lightspeedresearch.com Tel: + 1 (908) 605-4480
Note to Editors
This survey was conducted January 13th-17th, 2011 and is based on 2,001 respondents using Lightspeed Research’s US Online Panel.
About Lightspeed Research
Lightspeed Research (www.lightspeedresearch.com) is the market researcher’s choice for digitally accessing and deriving insight from consumer opinions and behaviors whenever, wherever and in whatever segments needed. The industry’s most thorough panelist pre-screening process and large global pool delivers business-ready results quickly and cost-effectively. From proprietary online access panels to specialty panels, custom panels and innovative mobile surveys, Lightspeed Research offers the industry’s highest-quality and most complete combination of qualitative and quantitative online research. This is backed by an expert client operations team that provides a range of data collection services, from sample management and survey design to programming and reporting. Part of Kantar, a division of WPP, Lightspeed Research serves clients and cultivates online panelists across the Americas, Europe and Asia Pacific.
