The Super Bowl Ad Hangover

Posted by Meredith Vellines

Jan 23, 2013

The Super Bowl Ad Hangover

The lifespan of a Super Bowl ad keeps growing as Americans will be searching, sharing and rewatching ads this year more than ever before, according to VB&P'S Fourth annual survey. Results saw these numbers rise particularly among millennials and those who report they’ll be hungover on Super Bowl Monday. VB&P's findings have been picked up by the Business Insider, San Francisco Chronicle, PSFK and ABC News.

“Americans’ enthusiasm for Super Bowl ads is increasing rapidly, with record levels of pre and post-game engagement,” said Lucy Farey-Jones, partner and head of strategy, Venables Bell & Partners. “A third of Americans report they will seek out ads before kick-off this year and after the game ends, exactly half of Americans will rewatch their favorite ads. This demonstrates the value of a Super Bowl ad is higher than ever.”

THE DIGITAL WATERCOOLER: Not only will half of Americans rewatch ads, but 40% will share ads. 86% will do so via Facebook and 30% via sharing on Twitter (a 500% increase from 2012). Theoretically, this means with 111 million people watching the game, and with the average Facebook user having 130 friends, those collective posts could result in over 4.9 billion incremental impressions.

SUPER BOWL WATCHERS UNDER THE INFLUENCE: An estimated 31 million Americans (28% of 111 million viewers) will be hungover on Super Bowl Monday. For those who admit they are “likely to be hungover,” social networking habits increase dramatically. 70% of heavier drinkers will be sharing ads on their social networks (vs. 40% survey avg.); 60% of heavier drinkers will post something to Facebook (vs. 34% non/lighter drinkers). Perhaps most important to marketers, intoxicated people report being five times more likely to buy something while watching the game (50% vs. 10% non/lighter drinkers).

MILLENNIALS: The younger generation (18-29) is the most passionate and engaged age group when it comes to Super Bowl ads. 78% (vs. 55% avg.) will pay attention to who is advertising before the game. 43% are likely to vote for their favorite ad (vs. 22% avg.) and 44% are likely to buy something while watching the game (vs. 21% avg.). After the game, 70% will re-watch their favorite ads (vs. 50% avg) and 68% will share ads on Facebook (vs. 40% avg).

ADS DOMINATE POST-GAME DISCUSSION: For the first year, ads tied with best plays when it comes to what Super Bowl watchers are most likely to discuss the day after the game. Americans also reported they are more likely to “like” a brand (29%) on Facebook that advertises during the Super Bowl than they are to “like” a team (26%).

For more information on the study or to schedule an interview with Lucy Farey-Jones, partner and head of strategy, please contact Meredith Vellines at meredith.vellines@venablesbell.com.

Venables Bell & Partners