|By PR Newswire||
|January 24, 2014 03:06 PM EST||
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.")
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.
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
"LinearHub provides smart video conferencing, which is the Roundee service, and we archive all the video conferences and we also provide the transcript," stated Sunghyuk Kim, CEO of LinearHub, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Jan. 18, 2017 02:45 PM EST Reads: 1,581
A look across the tech landscape at the disruptive technologies that are increasing in prominence and speculate as to which will be most impactful for communications – namely, AI and Cloud Computing. In his session at 20th Cloud Expo, Curtis Peterson, VP of Operations at RingCentral, will highlight the current challenges of these transformative technologies and share strategies for preparing your organization for these changes. This “view from the top” will outline the latest trends and developm...
Jan. 18, 2017 02:15 PM EST Reads: 963
Things are changing so quickly in IoT that it would take a wizard to predict which ecosystem will gain the most traction. In order for IoT to reach its potential, smart devices must be able to work together. Today, there are a slew of interoperability standards being promoted by big names to make this happen: HomeKit, Brillo and Alljoyn. In his session at @ThingsExpo, Adam Justice, vice president and general manager of Grid Connect, will review what happens when smart devices don’t work togethe...
Jan. 18, 2017 02:00 PM EST Reads: 346
When you focus on a journey from up-close, you look at your own technical and cultural history and how you changed it for the benefit of the customer. This was our starting point: too many integration issues, 13 SWP days and very long cycles. It was evident that in this fast-paced industry we could no longer afford this reality. We needed something that would take us beyond reducing the development lifecycles, CI and Agile methodologies. We made a fundamental difference, even changed our culture...
Jan. 18, 2017 02:00 PM EST Reads: 911
"There's a growing demand from users for things to be faster. When you think about all the transactions or interactions users will have with your product and everything that is between those transactions and interactions - what drives us at Catchpoint Systems is the idea to measure that and to analyze it," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York Ci...
Jan. 18, 2017 01:00 PM EST Reads: 5,589
The 20th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held June 6-8, 2017, at the Javits Center in New York City, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Containers, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal ...
Jan. 18, 2017 01:00 PM EST Reads: 5,095
@DevOpsSummit taking place June 6-8, 2017 at Javits Center, New York City, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @DevOpsSummit at Cloud Expo New York Call for Papers is now open.
Jan. 18, 2017 01:00 PM EST Reads: 3,458
In his General Session at 16th Cloud Expo, David Shacochis, host of The Hybrid IT Files podcast and Vice President at CenturyLink, investigated three key trends of the “gigabit economy" though the story of a Fortune 500 communications company in transformation. Narrating how multi-modal hybrid IT, service automation, and agile delivery all intersect, he will cover the role of storytelling and empathy in achieving strategic alignment between the enterprise and its information technology.
Jan. 18, 2017 01:00 PM EST Reads: 4,431
SYS-CON Events announced today that Dataloop.IO, an innovator in cloud IT-monitoring whose products help organizations save time and money, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Dataloop.IO is an emerging software company on the cutting edge of major IT-infrastructure trends including cloud computing and microservices. The company, founded in the UK but now based in San Fran...
Jan. 18, 2017 12:30 PM EST Reads: 2,488
"Avere Systems is a hybrid cloud solution provider. We have customers that want to use cloud storage and we have customers that want to take advantage of cloud compute," explained Rebecca Thompson, VP of Marketing at Avere Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Jan. 18, 2017 12:30 PM EST Reads: 6,302
Discover top technologies and tools all under one roof at April 24–28, 2017, at the Westin San Diego in San Diego, CA. Explore the Mobile Dev + Test and IoT Dev + Test Expo and enjoy all of these unique opportunities: The latest solutions, technologies, and tools in mobile or IoT software development and testing. Meet one-on-one with representatives from some of today's most innovative organizations
Jan. 18, 2017 12:15 PM EST Reads: 1,517
SYS-CON Events announced today that Linux Academy, the foremost online Linux and cloud training platform and community, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Linux Academy was founded on the belief that providing high-quality, in-depth training should be available at an affordable price. Industry leaders in quality training, provided services, and student certification passes, its goal is to c...
Jan. 18, 2017 12:00 PM EST Reads: 1,934
20th Cloud Expo, taking place June 6-8, 2017, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy.
Jan. 18, 2017 12:00 PM EST Reads: 4,222
SYS-CON Events announced today that Super Micro Computer, Inc., a global leader in Embedded and IoT solutions, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 7-9, 2017, at the Javits Center in New York City, NY. Supermicro (NASDAQ: SMCI), the leading innovator in high-performance, high-efficiency server technology, is a premier provider of advanced server Building Block Solutions® for Data Center, Cloud Computing, Enterprise IT, Hadoop/Big Data, HPC and E...
Jan. 18, 2017 12:00 PM EST Reads: 5,749
The unique combination of Amazon Web Services and Cloud Raxak, a Gartner Cool Vendor in IT Automation, provides a seamless and cost-effective way of securely moving on-premise IT workloads to Amazon Web Services. Any enterprise can now leverage the cloud, manage risk, and maintain continuous security compliance. Forrester's analysis shows that enterprises need automated security to lower security risk and decrease IT operational costs. Through the seamless integration into Amazon Web Services, ...
Jan. 18, 2017 11:45 AM EST Reads: 1,797