By Barry Janoff
December 17, 2014: With Super Bowl XLIX just about six weeks away, the group of marketers that have paid upward of $4.5 million to air their spots on NBC are preparing creative for an audience that likely will top 100 million viewers.
That the Big Game on Feb. 1 in the University of Phoenix Stadium will attract massive domestic and global attention is not in doubt.
Among the questions that marketers would like answered, however, is whether people will watch their ads using more than one device, how important a role will social media have while their ads are being broadcast and then how will consumers react afterward, if at all, after the commercials have aired.
A new study from YuMe, a company that provides "digital video brand advertising solutions" for publishers, developers, brands and agencies, may have some of those answers.
According to Redwood City, Calif.-based YuMe, 79% of those surveyed watch Super Bowl ads "because it is part of the experience/tradition," 60% said that ads during the game "are an important source of information about new products."
Also key to marketers is that 38% said they would rewatch an ad seen during the game and 37% watch the commercials due to FOMO (fear of missing out) on commercials that will be talked about the next day.
A number that brands might like but would want to see improve is that 36% said they watch the commercials because they are "interested in the brands."
Viewers lean toward traditional platforms to watch the Super Bowl, with YuMe's survey showing that 87% will "most likely" watch the game live on cable/broadcast TV.
But technology and social media are having a bigger impact than ever, the most prominent being that 75% of respondents said that watching the game on multiple video devices means "less chance of missing anything." Concurrently, 69% agreed that one benefit of using multiple devices during the Super Bowl was to allow them to "keep up-to-date on the game and player stats."
Among other findings:
• 37% said they would stream the game on an Internet-connected device (computer, tablet, smartphone or Smart TV).
• 58% said they are likely to chat/video in real-time with friends during the game via smartphone.
• 61% are likely to download a game-related app on their smartphone.
• 40% said they are likely to look up on their smartphone a product show during the game.
Of little interest to marketers but amusing none the less: 71% of those surveyed plan to take a selfie while the game is on.
“In 2015, we will see an uptick in mobile and multiple device usage to watch and receive the latest Big Game updates,” Paul Neto, director of research for YuMe, said in a statement. “Although the primary viewing device for the Big Game is still cable/broadcast TV, consumers do enjoy interacting with their friends and social networks on mobile devices, so advertisers should prepare ad campaign strategies accordingly to reach their target audience.”
YuMe said the survey was conducted in November among 500 people nationwide. See the full survey here.
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