Super Bowl Survey: At $7M A Spot, Do Viewers See What They Get … Or Forget?
Monday, January 13, 2025 at 05:48PM By Barry Janoff
January 13, 2025: When it comes to the Super Bowl, everyone watches for the game. Except for those who come for the Halftime Show. And also except for those who come for the commercials.
Super Bowl LIX in New Orleans Caesars SuperDome Feb. 9 on Fox will be a destination for all three.
Fox Sports said it has sold out all of its ad inventory for the game, with advertisers paying as much as $7 million for a 30-second spot, according to industry analysts.
A just-released Super Bowl Poll conducted by Platinum Rye Entertainment, a division of Dallas-based marketing firm TMA, seeks to provide some answers as to whether or not the investment is worth the effort to attract eyeballs, retain awareness and connect with consumers.
Among the returnees and rookies (to date) with Super Bowl airtime are Booking,com, Bosch, Coffee Mate (Nestle), Coors Light, DoorDash, Doritos (PepsiCo Frito-Lay), Dove (Unilever), FanDuel, GoDaddy, Häagen-Dazs, Hellman’s (Unilever), Instacart, Jeep, Lay’s (PepsiCo Frito-Lay), Mtn. Dew (PepsiCo), MSC Cruises, NerdWallet, Pringles (Kellanova), Reese’s (Hershey), Ritz Crackers (Mondelēz), Rocket, Skechers, Stella Artois (Anheuser-Busch InBev), Taco Bell, Totino’s Pizza Rolls (General Mills) and TurboTax.
Also on board: the NFL and several movie studios.
“It costs a lot to purchase time in the Super Bowl,” according to TMA. “And not just the cost for media.
“There are also production costs, talent costs, activation costs, public relations costs, and so forth. So advertisers certainly don’t want to go unnoticed.
“Findings from this year’s Super Poll offer insights into what viewers are looking for in this year’s ads: humor, surprise, celebrities, a chance for engagement and, of course, breakthrough creative that will be remembered next year and for years to come.”
Platinum Rye Entertainment said the survey was conducted in October among a representative sample of 1,000+ viewers across geographies, genders, ages and ethnicities.
• Favorite Type Of Super Bowl Commercial?
Hilarious. Give me laughs. 71%
Throwback. A blast from the past. 17%
Interactive. Give me something to do. 7%
Sentimental. Hit me in the feels. 5%
• Why Do You Watch The Super Bowl?
(Total/Women/Men)
Mostly for the game: 44% 30% 59%
Mostly for the experience: 24% 25% 23%
Mostly for the commercials: 18% 22% 13%
Mostly for the halftime show: 14% 23% 5%
• Are Super Bowl Commercials With Celebrities More Entertaining?
(Total/People ages 18-27)
Yes: 67% 79%
No: 34% 21%
• Are Super Bowl Commercials With Celebrities More Effective?
(Total/People ages 18-27)
Yes: 61% 77%
No: 39% 23%
• Which Celebrity Would You Most Like To See In A Super Bowl Commercial?
1. Taylor Swift
2. Snoop Dogg
3. Donald Trump
4. Beyoncé
5. Kevin Hart
6. Ryan Reynolds
7. Dwayne Johnson (No. 1 in previous polls)
8. Eminem
9. Rihanna
10. Peyton Manning
• Which artist would you most like to perform in the Halftime Show?
1. Taylor Swift
2. Metallica
3. Kendrick Lemar (he was named in September as the headliner in the Apple Music Super Bowl LIX Halftime Show before the survey was conducted)
4. Jelly Roll
5. Lil Wayne
6. Beyonce
7. Shakira
8. Snoop Dogg
9. Eminem
10. Bruno Mars
• Do You Want To See More Fan-Generated Super Bowl Ads?
Doritos has revived its “Crash the Super Bowl” promotion and Taco Bell plans to use photos of customers, taken with drive- thru cams.
Total/People ages 18-27
Yes: 75% 80%
No: 25% 205
• When Do You Prefer To See Super Bowl Commercials For The First Time?
During the game: 85%
In the days before the game: 12%
In the days after the game: 4%
• When Are You Very Likely/Somewhat Likely To Engage With A Brand’s Super Bowl Content?
Before: 53%
During: 57%
After: 62%
• What Was Your Favorite Super Bowl LVIII Commercial?
1. Doritos
Budweiser
Pepsi
Coca-Cola
Dunkin’
Bud Light
State Farm
T-Mobile
Nike
10. Lay’s
• Who Is Your Favorite All-Time Super Bowl Quarterback?
1. Tom Brady (this year covering the game for Fox)
Joe Montana
Patrick Mahomes (two-time defending Super Bowl champion)
Peyton Manning
Troy Aikman
Eli Manning
Brett Farve
John Elway
Terry Bradshaw
10. Joe Namath
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