|
2010 Super Bowl XLIV
Pre-Game Survey: Fans Eagerly Anticipate Bud & Coca Cola Ads
February 6, 2010
 A
Super Bowl pre-game survey of 1,065 U.S. Internet users conducted from
February 2-4, 2010 revealed several interesting insights into Americans’
opinions and expectations for Super Bowl XLIV, featuring the
Indianapolis Colts and New Orleans Saints.
Game Day Internet Usage
Two-thirds of respondents said that they intended to log onto the
Internet on Super Bowl Sunday with the majority indicating they would do
so before the game (77 percent) or after the game (53 percent). More
than three out of ten also indicated they would log on during the game
itself (32 percent) or during halftime (30 percent).
When asked for which activities, if any, they planned to log onto the
Internet on game day, 45 percent said they planned to log on for
purposes unrelated to the Super Bowl. 19 percent said they intended to
send email and/or instant messages to friends or family about the Super
Bowl, while 14 percent planned to look for recipe and party ideas and 14
percent said they would view video clips of old Super Bowl ads. 13
percent said they planned to visit the Web sites of Super Bowl
advertisers.
|
Q: For which of the following
activities, if any, do you plan to log onto the Internet on
game day? (Select Any that Apply)
Feb. 2-4, 2010; n=1,065
Source: comScore, Inc. |
|
Response |
Percent of Respondents |
| For
purposes unrelated to the Super Bowl |
45%
|
| To send
instant messages and/or email to friends or family about the
Super Bowl |
19%
|
| For
recipe and party ideas |
14%
|
| To watch
Super Bowl ads or video clips |
14%
|
| To visit
websites of Super Bowl advertisers |
13%
|
| To
monitor stats and stories related to the players and the
game |
11%
|
| To
research past Super Bowl games |
7%
|
| To
forward Super Bowl ads or video clips to friends
|
7%
|
| To buy
NFL/Super Bowl merchandise |
5%
|
Consumers Eagerly Anticipate Bud and Coca Cola Super Bowl Ads
Watching ads continues to be an important
part of Super Bowl Sunday, with 22 percent of respondents indicating
that watching the ads, over watching the game itself, is their
favorite part of the day’s festivities. When asked which three
companies’ ads they were most looking forward to, respondents
demonstrated a strong preference for beverage brands. The most
anticipated brand’s ads were Bud/Bud Light (63 percent of
respondents) and Coca Cola (43 percent), with Doritos (25 percent)
coming in third. Controversial perennial Super Bowl advertiser
GoDaddy.com ranked fourth with 18 percent of respondents, while Taco
Bell rounded out the top five at 16 percent.
|
Q: Which company’s ads are you most
looking forward to? (Select 3)
Feb. 2-4, 2010; n=1,065
Source: comScore, Inc. |
| Brand
Advertiser |
Percent of Respondents |
| Bud/Bud
Light |
63%
|
| Coca Cola
|
43%
|
| Doritos
|
25%
|
|
GoDaddy.com |
18%
|
| Taco Bell
|
16%
|
Consumers were also
asked, in light of the current economic environment, how they felt about
marketers spending a reported $3 million to air a 30-second Super Bowl
ad. 37 percent of respondents indicated they disapproved of the
extravagant marketing expenditure, compared to just 21 percent who
indicated they approved. The remaining 41 percent did not care one way
or the other.
Americans Predict Colts Victory, Manning MVP Honors
When asked which team they expected to win the Super Bowl, the Colts
were selected by 54 percent of respondents compared to 34 percent who
thought the Saints would win (with 11 percent undecided). However, when
asked which of the teams they would prefer to see win, the results were
reversed with 52 percent selecting the Saints and 33 percent selecting
the Colts (with 13 percent undecided).
Respondents were also asked to choose the most likely candidate for
Super Bowl MVP. Not surprisingly, Colts quarterback and league MVP
Peyton Manning was the overall top choice, garnering 50 percent of the
vote. Saints quarterback Drew Brees ranked a distant second with 15
percent of the vote, followed by Saints running back Reggie Bush at 8
percent. |
