A survey by Hanon McKendry, an integrated marketing communications firm, and by Harris Interactive found that 56 percent of U.S. adults tuning in to the Super Bowl on February 3 will do so as much or more for the commercials as for the game.
Supplier Gildan Activewear (UPIC: GILDA381) is counting on consumers’ enthusiasm for the big game’s advertising, preparing its first Super Bowl spot for this weekend. The ad, aimed at consumers between the ages of 17 and 30, is in support of its move into the retail market. Its products are now available at Kmart, Target, Walmart and other stores. Watch a teaser for the ad here.
The Hanon McKendry survey, conducted among 2,166 U.S. adults ages 18 and older, found that interest in the ads is strongest among women, with 66 percent of female viewers saying that they watch as much or more for the ads, compared to 47 percent of male viewers. A more significant variation is found among viewers who say they tune in predominantly or exclusively for the ads—28 percent of women in 2013 versus 12 percent of men.
The survey also looked at viewers’ screen preferences—TV, computer, smartphone and tablet—in their overall Super Bowl experience. Television still outranks its closest competitor by more than 2:1, with 93 percent 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 percent who said tablets are at least somewhat important.
However, screen rankings varied significantly among different age groups, with considerably higher percentages of 18- to 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,” says 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.”