A recent survey conducted by comScore Networks concerning this year’s Super Bowl found that 10% of respondents said that they intended to visit Web sites of Super Bowl advertisers on game day, while 11% said that they would watch ads or video clips. Another 15% said that they would use the Web to keep track of related stats and stories, while 13% said that they would refer to online sources for recipes and party ideas.
Five percent indicated that they would be forwarding ads or video clips to friends, while another 5% said that they would be downloading ads and video clips.
The survey, which involved more than 1,500 American participants, also indicated that while 64% of men enjoy the actual game the most, only 31% of women feel the same. For the fairer sex, more (36%) say that they enjoy the advertisements most, compared to a far smaller number (17%) of males who feel the same.
Spending time with friends or family was the most enjoyable aspect of the Super Bowl for 13% of males and 22% of females.
Consumer generated commercials were more highly anticipated than their traditionally produced counterparts. Of the respondents, 27% said that they expected the consumer generated commercials to be more entertaining than the professionally-produced ones. Only 13% expected it to be the other way around.
Women had even higher hopes, with 32% expecting the consumer generated commercials to be more engaging, as opposed to just 10% anticipating the opposite.
Sixty-six percent of respondents looked forward to Anheuser-Busch ads the most, with Doritos coming in at second with 33%, and Fed Ex coming in at third with 26%. Pizza Hut was fourth with 24%, and GoDaddy.com was fifth with 21%.
Source:
http://www.comscore.com/press/release.asp?press=1200
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