Welcome!

News Feed Item

Ads Continue to Have Big Drawing Power on Super Bowl Sunday, According to Gravity Six Alliance Study Conducted by Harris Interactive

Over half of U.S. adult viewers(1) plan to watch the Super Bowl as much or more for the ads as for the game, with 67 percent of women tuning in as much or more for the ads

GRAND RAPIDS, Mich., Jan. 24, 2014 /PRNewswire/ -- Super Bowl ads will rival the big game on February 2, with 55 percent of U.S. adults who plan to watch Super Bowl XLVIII tuning in as much or more for the commercials as for the game, according to the latest Gravity Six Alliance poll conducted online by Harris Interactive among 2,035 U.S. adults ages 18 and older in January.  Interest in the ads is strongest among women, with 67 percent of female viewers saying they watch as much or more for the ads, compared to 44 percent of male viewers. (To download an infographic, go to www.gravitysix.com and click "News.")

(Photo: http://photos.prnewswire.com/prnh/20140124/DE52314-INFO )

The variation is even more significant among those viewers who say they tune in predominantly or exclusively for the ads — just over 28 percent of women in 2014 vs. nine percent of men.

"Ads continue to be an important part of the full Super Bowl entertainment package, especially for women," observed John Sawyer, chairman of Gravity Six Alliance and principal at partner agency Grey Matter Group. "For brands, this is the one time each year when over 100 million people will engage with their message. Not just notice it, but beg the room to quiet down so they can hear it, and then post and tweet about it. No wonder advertisers line up to pay $4 million for a spot."

Despite the big interest in the ads, one trend in Super Bowl advertising — pre-game release of the ads — does not seem to be winning the hearts of the American public. Only 15 percent of U.S adults said that they plan to watch Super Bowl commercials that are available online before the game — and the figure dropped to 12 percent among the 55 and older crowd.  U.S. adults ages 35–44 were most likely to get into the pre-game action, with 17 percent saying they would watch ads online in advance of the game.  Sixty percent of U.S. adults said they would not watch the ads online before the game and 25 percent weren't sure.

Pre-game viewing by men and women varies by eight percentage points, with 19 percent of U.S. adult men saying they plan to watch Super Bowl ads available online before the game, versus 11 percent of U.S. adult women.

"To date, brands haven't found the right formula to capture attention for their ads prior to the Super Bowl," said Gregg Palazzolo, chief creative officer at Palazzolo Design, a Gravity Six partner agency. "This probably calls for new tactics. We're starting to see some of those this year — like using buzz-worthy celebrities in teasers about the ads — we'll just have to watch how that turns out."

According to the 2014 Gravity Six Alliance study, 72 percent of U.S. adults plan to watch Super Bowl XLVIII, a number that has remained fairly steady since Gravity Six Alliance partner agency DO MORE GOOD | Hanon McKendry began the poll in 2006.  The study also confirmed consistently strong interest in Super Bowl advertising over the past nine years, with a solid 54-57 percent of adult viewers each year saying they tune in as much or more for the ads as for the game.

The Gravity Six Alliance survey aims to quantify the draw of Super Bowl commercials among the more than 108 million anticipated viewers.(2) Now in its ninth year, the survey has consistently found that over half of U.S. adult viewers planned to watch as much or more for the ads, with numbers ranging from 54 percent in 2009 to 57 percent in 2010 and 2007. 

(1) Viewers – Those U.S. adults who plan to watch Super Bowl XLVIII.

(2) The Nielsen Company estimates that Super Bowl XLVII drew 108.4 million U.S. viewers, down from 111.3 million viewers in 2012, making it the third most-watched Super Bowl and third most-watched single program of any kind in U.S. television history.

Survey Methodology
The 2014 survey was conducted online within the United States by Harris Interactive on behalf of Gravity Six Alliance from January 14-16, 2014 among 2,035 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables and information on past surveys, please contact Amy LeFebre, [email protected].

About Gravity Six Alliance

Gravity Six Alliance is a joint venture of independent advertising firms in West Michigan collaborating to better serve the advertising and branding needs of regional and national clients. Gravity Six works as a "ready-made" specialty agency network with multiple firms offering different perspectives, all managed through a single lead contact. Partner agencies are AUXILIARY Advertising & Design, DO MORE GOOD | Hanon McKendry, Extra Credit Projects, Grey Matter Group, and Palazzolo Design, with digital support provided by Mindscape. www.gravitysix.com  

About Harris Interactive

Harris Interactive is one of the world's leading market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for The Harris Poll®, Harris offers proprietary solutions in the areas of market and customer insight, corporate brand and reputation strategy, and marketing, advertising, public relations and communications research across a wide range of industries. Additionally, Harris has a portfolio of multi-client offerings that complement our custom solutions while maximizing a client's research investment. Serving clients worldwide through our North American and European offices, Harris specializes in delivering research solutions that help our clients stay ahead of what's next. For more information, please visit www.harrisinteractive.com.

SOURCE Gravity Six Alliance

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
CIOs and those charged with running IT Operations are challenged to deliver secure, audited, and reliable compute environments for the applications and data for the business. Behind the scenes these tasks are often accomplished by following onerous time-consuming processes and often the management of these environments and processes will be outsourced to multiple IT service providers. In addition, the division of work is often siloed into traditional "towers" that are not well integrated for cro...
SYS-CON Events announced today that FalconStor Software® Inc., a 15-year innovator of software-defined storage solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. FalconStor Software®, Inc. (NASDAQ: FALC) is a leading software-defined storage company offering a converged, hardware-agnostic, software-defined storage and data services platform. Its flagship solution FreeStor®, utilizes a horizonta...
With an estimated 50 billion devices connected to the Internet by 2020, several industries will begin to expand their capabilities for retaining end point data at the edge to better utilize the range of data types and sheer volume of M2M data generated by the Internet of Things. In his session at @ThingsExpo, Don DeLoach, CEO and President of Infobright, will discuss the infrastructures businesses will need to implement to handle this explosion of data by providing specific use cases for filte...
SYS-CON Events announced today that Pythian, a global IT services company specializing in helping companies adopt disruptive technologies to optimize revenue-generating systems, has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2015 at the Javits Center in New York, New York. Founded in 1997, Pythian is a global IT services company that helps companies compete by adopting disruptive technologies such as cloud, Big Data, advanced analytics, and DevO...
SYS-CON Events announced today that Avere Systems, a leading provider of enterprise storage for the hybrid cloud, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Avere delivers a more modern architectural approach to storage that doesn’t require the overprovisioning of storage capacity to achieve performance, overspending on expensive storage media for inactive data or the overbuilding of data centers ...
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Commvault is a leading provider of data protection and information management...
SYS-CON Events announced today that Alert Logic, Inc., the leading provider of Security-as-a-Service solutions for the cloud, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Alert Logic, Inc., provides Security-as-a-Service for on-premises, cloud, and hybrid infrastructures, delivering deep security insight and continuous protection for customers at a lower cost than traditional security solutions. Ful...
SYS-CON Events announced today that Column Technologies will exhibit at SYS-CON's @DevOpsSummit at Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Established in 1998, Column Technologies is a global technology solutions provider with over 400 employees, headquartered in the United States with offices in Canada, India, and the United Kingdom. Column Technologies provides “Best of Breed” technology solutions that automate the key DevOps principal...
SYS-CON Events announced today that Interoute, owner-operator of one of Europe's largest networks and a global cloud services platform, has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2015 at the Javits Center in New York, New York. Interoute is the owner-operator of one of Europe's largest networks and a global cloud services platform which encompasses 12 data centers, 14 virtual data centers and 31 colocation centers, with connections to 195 ad...
The Quantified Economy represents the total global addressable market (TAM) for IoT that, according to a recent IDC report, will grow to an unprecedented $1.3 trillion by 2019. With this the third wave of the Internet-global proliferation of connected devices, appliances and sensors is poised to take off in 2016. In his session at @ThingsExpo, David McLauchlan, CEO and co-founder of Buddy Platform, will discuss how the ability to access and analyze the massive volume of streaming data from mil...
SYS-CON Events announced today that Men & Mice, the leading global provider of DNS, DHCP and IP address management overlay solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. The Men & Mice Suite overlay solution is already known for its powerful application in heterogeneous operating environments, enabling enterprises to scale without fuss. Building on a solid range of diverse platform support,...
When building large, cloud-based applications that operate at a high scale, it’s important to maintain a high availability and resilience to failures. In order to do that, you must be tolerant of failures, even in light of failures in other areas of your application. “Fly two mistakes high” is an old adage in the radio control airplane hobby. It means, fly high enough so that if you make a mistake, you can continue flying with room to still make mistakes. In his session at 18th Cloud Expo, Lee...
In most cases, it is convenient to have some human interaction with a web (micro-)service, no matter how small it is. A traditional approach would be to create an HTTP interface, where user requests will be dispatched and HTML/CSS pages must be served. This approach is indeed very traditional for a web site, but not really convenient for a web service, which is not intended to be good looking, 24x7 up and running and UX-optimized. Instead, talking to a web service in a chat-bot mode would be muc...
More and more companies are looking to microservices as an architectural pattern for breaking apart applications into more manageable pieces so that agile teams can deliver new features quicker and more effectively. What this pattern has done more than anything to date is spark organizational transformations, setting the foundation for future application development. In practice, however, there are a number of considerations to make that go beyond simply “build, ship, and run,” which changes ho...
WebSocket is effectively a persistent and fat pipe that is compatible with a standard web infrastructure; a "TCP for the Web." If you think of WebSocket in this light, there are other more hugely interesting applications of WebSocket than just simply sending data to a browser. In his session at 18th Cloud Expo, Frank Greco, Director of Technology for Kaazing Corporation, will compare other modern web connectivity methods such as HTTP/2, HTTP Streaming, Server-Sent Events and new W3C event APIs ...