New InsightExpress surveys find half of all viewers watch the Big Game for the commercials making the game a real winner with both consumers and media planners
According to a survey of 500 Americans, commercials are a big reason viewers tune in to the Super Bowl. The survey conducted by InsightExpress, a professional research firm, reveals that while more than half of all Americans (54%) plan to watch this year’s Super Bowl, many (50%) will watch specifically for the commercials. Additionally, nearly 3 in 5 viewers (58%) claim to pay closer attention to ads during the Super Bowl than they do to ads they see everyday.
Madison Avenue can take comfort in the fact that both media planners and consumers tout the over-all effectiveness of Super Bowl advertising. In a companion survey of 140 media planners, InsightExpress and leading media publisher MediaPost discovered that almost all media planners (97%) see Super Bowl spots as effective in raising consumer awareness. Most media professionals not only believe consumers pay closer attention to commercials during the big game, but more importantly that the ads will also influence purchase behavior.