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56% of Americans Watch Super Bowl for the Ads

Jan 28 2013, 8:52am CST | by , in News | Super Bowl

56% of Americans Watch Super Bowl for the Ads

A new study reveals that the sport takes a second seat when it comes to Super Bowl. 56% of Americans watch the Super Bowl 2013 for the ads not for the game says Hanon McKendry Study conducted by Harris Interactive.

The Super Bowl 2013 will be likely again the biggest event on TV. The Super Bowl 2013 ads will rival the big game between the 49ers and the Ravens on February 3, with 56% of U.S. adults who plan to watch Super Bowl XLVII tuning in as much or more for the ads as for the game according to the latest Hanon McKendry study conducted online by Harris Interactive among 2,166 U.S. adults ages 18 and older in January.

Interest in the ads is strongest among women, with 66% of female viewers saying they watch as much or more for the ads, compared to 47% of male viewers.

The variation is even more significant among those viewers who say they tune in predominantly or exclusively for the ads 28% of women in 2013 vs. 12% of men.

Americans who plan to watch the big game also weighed in on the importance of various screens TV, computer, smartphone and tablet for their overall Super Bowl experience.

Television still outranks its closest competitor by more than 2:1, with 93% of viewers saying the big screen is at least somewhat important in order to have the best pre-game, game-day and post-game experience. That compares to 41 percent who said computers were at least somewhat important, 28 percent who said smartphones and 25% who said tablets are at least somewhat important.

However, screen rankings varied significantly among different age groups, with considerably higher percentages of 18-34 year-old viewers saying alternate screens (other than television) are at least somewhat important in order for them to have the best overall Super Bowl experience.

"Ads continue to be an important part of the full Super Bowl entertainment package," observed Bill McKendry, Founder and Chief Creative Officer at Hanon McKendry. "And trends show that entertainment carries over to the other three screens—computers, smartphones and tablets—which gives advertisers even more bang for their 3.8 million bucks."

According to the latest Hanon McKendry study, 71% of U.S. adults plan to watch Super Bowl XLVII, a number that has remained fairly steady since Hanon McKendry began the poll in 2006.  The study also confirmed consistently strong interest in Super Bowl advertising over the past eight years, with a solid 54-57 percent of adult viewers each year saying they tune in as much or more for the ads as for the game.

See also our Super Bowl 2013 Dates and Facts Guide.

The Super Bowl 2013 will take place on Sunday, February 3, 2013 in New Orleans. Our traditional Super Bowl Ads for Geeks Guide will again feature full coverage of the Super Bowl Ads ahead and during the Super Bowl XLVII (superbowl 2013). You will also be able to watch Super Bowl 2013 Ads here as soon as they are revealed. Many Super Bowl 2013 ads will be released well before the Super Bowl game day. See all confirmed Super Bowl 2013 Advertisers and the latest Super Bowl 2013 Ads announcements.

 

 

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