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Many fans say the Super Bowl is more than a sporting event, as the commercials & halftime show make it an entertainment spectacle. say it’s a sporting event say it’s an entertainment spectacle 46% 39% of Millennials are very likely to talk about the ads they like with other fans 59% 43% OF MILLENNIALS ARE VERY LIKELY TO SHARE THAT AD ACROSS SOCIALS 58% say the game is better with ads and halftime show NEARLY HALF WOULD BE DISAPPOINTED IF IT AIRED WITHOUT COMMERCIALS! enjoy the suspense of watching ads for the first time during the game 84% ** COMMERCIAL BREAK ** Millennials are very likely to use social media to interact with the game 1 IN 3 say they will be checking social media “constantly” 87% believe that social media brings them closer to other fans are much more likely to use social media during the game 55% are very likely to seek out social posts from brands or companies 42% ARE VERY LIKELY TO RESPOND OR INTERACT DIRECTLY 45% Fantasy Football players are by far the most engaged audience on social media Fans say they’d prefer to watch at home with family & friends MORE THAN fans agree that advancements in technology are changing football for the better 8IN 10 2 IN 3 NEARLY – SURVEY HIGHLIGHTS – 2016 SUPER BOWL Many fans say the Super Bowl is more than a sporting event, as the commercials & halftime show make it an entertainment spectacle. say it’s a sporting event say it’s an entertainment spectacle 46% 39% of Millennials are very likely to talk about the ads they like with other fans 59% 43% OF MILLENNIALS ARE VERY LIKELY TO SHARE THAT AD ACROSS SOCIALS 58% say the game is better with ads and halftime show NEARLY HALF WOULD BE DISAPPOINTED IF IT AIRED WITHOUT COMMERCIALS! enjoy the suspense of watching ads for the first time during the game 84% ** COMMERCIAL BREAK ** Millennials are very likely to use social media to interact with the game 1 IN 3 say they will be checking social media “constantly” 87% believe that social media brings them closer to other fans are much more likely to use social media during the game 55% are very likely to seek out social posts from brands or companies 42% ARE VERY LIKELY TO RESPOND OR INTERACT DIRECTLY 45% Fantasy Football players are by far the most engaged audience on social media Fans say they’d prefer to watch at home with family & friends MORE THAN fans agree that advancements in technology are changing football for the better 8IN 10 2 IN 3 NEARLY The findings described here are based on a survey conducted by Penn Schoen Berland in partnership with Burson-Marsteller’s Fan Experience specialty from January 14th-18th, 2016. The survey was conducted online among a national sample of N=1000 people who plan to watch the Super Bowl this year and who watched the Super Bowl last year. Additional information available upon request.
