THE AFTERLIFE OF A SUPER BOWL AD.

Almost half (41%) of Super Bowl watchers will rewatch this year’s ads online, according to our agency’s survey of how Americans plan to interact with Super Bowl ads. This technology survey follows a prior study by VB&P that found Americans are just as likely to discuss ads as they are plays the Monday after the Super Bowl.

YouTube will be the online destination of choice for those who want to relive the Super Bowl’s advertising glory, over Google, Yahoo!, AOL, and USAToday’s popular Ad Meter site. 26% of those online watchers expect to pass along their favorite ads via e-mail or social networking sites. The majority (31%) will use Facebook to share their top picks over sending links of the spots to friends via YouTube, Twitter or LinkedIn.

Though Facebook was the preferred medium for sharing ads across all age groups, women (34%) were more likely to share their ad on the popular social networking site than men (27%). Men were more likely to rewatch the ads broadcast online and use Twitter over women.

Super Bowl watchers will also be busy communicating online while watching the game. With over half of respondents reporting they will have the ability to surf the Web during the actual broadcast, 44% plan to engage in some sort of technology communication tool (text messaging, search, Twitter, Facebook, blogging, IM, talking on the phone). Of those multitaskers, 20% plan to text message and 15% will either talk on the phone, e-mail or Facebook.

For more information on the study or to schedule an interview with Lucy Farey-Jones, Partner and Head of Strategy, Venables Bell & Partners, please contact Meredith Vellines at meredith.vellines@venablesbell.com.