Stats on Super Bowl Advertising

New Poll Says That More Watch For Ads

Super Bowl advertising is a big draw for viewers, with over 54 percent of U.S. adults who expect to watch Super Bowl XLIII planning to tune in as much or more for the commercials as for the game, according to a poll from the branding firm Hanon McKendry conducted by Harris Interactive. This year, 72 percent of U.S. adults plan to watch Super Bowl XLIII, up from 68 percent in 2008. Astoundingly, 34 percent of those anticipated viewers watching equally for the ads as for the game and 21 percent tuning in exclusively or predominantly for the commercials.

“This poll affirms the power of traditional broadcast advertising,” said Bill McKendry, founder and chief creative officer at Hanon McKendry, in a press release to PR Newswire. “It also suggests a strong synergy between television and the Web. Not only are Super Bowl ads drawing people to the game, they’re driving Web traffic.”

McKendry noted a historic correlation. “When commercial television broadcasting took off in the ’50s, everyone predicted it would be the death of radio. In reality, TV has generated more interest in music and radio personalities. That same synergy is happening today between the Web and TV, including television advertising.”

For the Super Bowl, Hanon McKendry set up www.superadbowl.com , where viewers can vote on favorite Super Bowl ads and get real-time results. Other info from the survey:

  • The overall percentage of women who plan to watch the Super Bowl is up from 60% in 2008 to 67% in 2009, with the percentage of female viewers who will tune in as much or more for the ads remaining fairly constant — 62% in 2009 vs. 65% in 2008.
  • At 36% (male) and 31% (female), a consistently high percentage of men and women who plan to watch say they’ll do so equally for the game and the commercials.
  • Female viewers are nearly three times more likely than male viewers to watch primarily for the commercials (31% of female viewers vs. 11% of male viewers).

Nielsen Company reports that Super Bowl XLII drew a record 97.5 million viewers, up from 93.2 million in 2007 and above the previous viewership record of 94.08 million in 1996.

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