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
Apache OpenWhisk on IBM Bluemix provides a powerful and flexible environment for deploying cloud-native applications driven by data, message, and API call events. In his session at 20th Cloud Expo, Daniel Krook, Software Architect, IBM Watson and Cloud Platform, and Distinguished IT Specialist, will discuss why serverless architectures are attractive for many emerging cloud workloads and when you should consider OpenWhisk for your next project. Then get started on Bluemix with three sample appl...
While presenting own advanced Robo-Advisory Platform, Michał Różański, Managing Partner at EARP and CEO at Empirica, will illustrate the most important issues of building tailored FinTech software in his session at 20th Cloud Expo. He will share experiences we have gained for over 6 years of developing solutions for financial institutions and FinTech companies, including robo-advisors. We welcome all FinTech innovators interested in how properly implemented technology can move their businesses f...
The 21st International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Machine Learning 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 busin...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 21st International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @ThingsExpo Silicon Valley Call for Papers is now open.
As cloud adoption continues to transform business, today's global enterprises are challenged with managing a growing amount of information living outside of the data center. The rapid adoption of IoT and increasingly mobile workforce are exacerbating the problem. Ensuring secure data sharing and efficient backup poses capacity and bandwidth considerations as well as policy and regulatory compliance issues.
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm. In his Day 3 Keynote at 20th Cloud Expo, Chris Brown, a Solutions Marketing Manager at Nutanix, will explore t...
Automation is enabling enterprises to design, deploy, and manage more complex, hybrid cloud environments. Yet the people who manage these environments must be trained in and understanding these environments better than ever before. A new era of analytics and cognitive computing is adding intelligence, but also more complexity, to these cloud environments. How smart is your cloud? How smart should it be? In this power panel at 20th Cloud Expo, moderated by Conference Chair Roger Strukhoff, pane...
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm.
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
Five years ago development was seen as a dead-end career, now it’s anything but – with an explosion in mobile and IoT initiatives increasing the demand for skilled engineers. But apart from having a ready supply of great coders, what constitutes true ‘DevOps Royalty’? It’ll be the ability to craft resilient architectures, supportability, security everywhere across the software lifecycle. In his keynote at @DevOpsSummit at 20th Cloud Expo, Jeffrey Scheaffer, GM and SVP, Continuous Delivery Busine...
SYS-CON Events announced today that Outscale 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. Outscale's technology makes an automated and adaptable Cloud available to businesses, supporting them in the most complex IT projects while controlling their operational aspects. You boost your IT infrastructure's reactivity, with request responses that only take a few seconds.
SYS-CON Events announced today that Loom Systems 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. Founded in 2015, Loom Systems delivers an advanced AI solution to predict and prevent problems in the digital business. Loom stands alone in the industry as an AI analysis platform requiring no prior math knowledge from operators, leveraging the existing staff to succeed in the digital era. With offices in S...
Cloud promises the agility required by today’s digital businesses. As organizations adopt cloud based infrastructures and services, their IT resources become increasingly dynamic and hybrid in nature. Managing these require modern IT operations and tools. In his session at 20th Cloud Expo, Raj Sundaram, Senior Principal Product Manager at CA Technologies, will discuss how to modernize your IT operations in order to proactively manage your hybrid cloud and IT environments. He will be sharing bes...
SYS-CON Events announced today that DivvyCloud 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. DivvyCloud software enables organizations to achieve their cloud computing goals by simplifying and automating security, compliance and cost optimization of public and private cloud infrastructure. Using DivvyCloud, customers can leverage programmatic Bots to identify and remediate common cloud problems in rea...
SYS-CON Events announced today that Tintri, Inc, a leading provider of enterprise cloud infrastructure, 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. Tintri offers an enterprise cloud platform built with public cloud-like web services and RESTful APIs. Organizations use Tintri all-flash storage with scale-out and automation as a foundation for their own clouds – to build agile development environments...