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
Data is an unusual currency; it is not restricted by the same transactional limitations as money or people. In fact, the more that you leverage your data across multiple business use cases, the more valuable it becomes to the organization. And the same can be said about the organization’s analytics. In his session at 19th Cloud Expo, Bill Schmarzo, CTO for the Big Data Practice at EMC, will introduce a methodology for capturing, enriching and sharing data (and analytics) across the organizati...
SYS-CON Events announced today that Tintri Inc., a leading producer of VM-aware storage (VAS) for virtualization and cloud environments, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Tintri VM-aware storage is the simplest for virtualized applications and cloud. Organizations including GE, Toyota, United Healthcare, NASA and 6 of the Fortune 15 have said “No to LUNs.” With Tintri they mana...
All clouds are not equal. To succeed in a DevOps context, organizations should plan to develop/deploy apps across a choice of on-premise and public clouds simultaneously depending on the business needs. This is where the concept of the Lean Cloud comes in - resting on the idea that you often need to relocate your app modules over their life cycles for both innovation and operational efficiency in the cloud. In his session at @DevOpsSummit at19th Cloud Expo, Valentin (Val) Bercovici, CTO of So...
SYS-CON Events announced today that ReadyTalk, a leading provider of online conferencing and webinar services, has been named Vendor Presentation Sponsor at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. ReadyTalk delivers audio and web conferencing services that inspire collaboration and enable the Future of Work for today’s increasingly digital and mobile workforce. By combining intuitive, innovative tec...
Much of the value of DevOps comes from a (renewed) focus on measurement, sharing, and continuous feedback loops. In increasingly complex DevOps workflows and environments, and especially in larger, regulated, or more crystallized organizations, these core concepts become even more critical. In his session at @DevOpsSummit at 18th Cloud Expo, Andi Mann, Chief Technology Advocate at Splunk, showed how, by focusing on 'metrics that matter,' you can provide objective, transparent, and meaningful f...
There is little doubt that Big Data solutions will have an increasing role in the Enterprise IT mainstream over time. Big Data at Cloud Expo - to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA - has announced its Call for Papers is open. Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is...
The Transparent Cloud-computing Consortium (abbreviation: T-Cloud Consortium) will conduct research activities into changes in the computing model as a result of collaboration between "device" and "cloud" and the creation of new value and markets through organic data processing High speed and high quality networks, and dramatic improvements in computer processing capabilities, have greatly changed the nature of applications and made the storing and processing of data on the network commonplace.
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 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 solutions, helping companies worldwide activate their data to drive more value and business insight and to transform moder...
Fifty billion connected devices and still no winning protocols standards. HTTP, WebSockets, MQTT, and CoAP seem to be leading in the IoT protocol race at the moment but many more protocols are getting introduced on a regular basis. Each protocol has its pros and cons depending on the nature of the communications. Does there really need to be only one protocol to rule them all? Of course not. In his session at @ThingsExpo, Chris Matthieu, co-founder and CTO of Octoblu, walk you through how Oct...
SYS-CON Events announced today that China Unicom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. China United Network Communications Group Co. Ltd ("China Unicom") was officially established in 2009 on the basis of the merger of former China Netcom and former China Unicom. China Unicom mainly operates a full range of telecommunications services including mobile broadband (GSM, WCDMA, LTE F...
SYS-CON Events announced today the Enterprise IoT Bootcamp, being held November 1-2, 2016, in conjunction with 19th Cloud Expo | @ThingsExpo at the Santa Clara Convention Center in Santa Clara, CA. Combined with real-world scenarios and use cases, the Enterprise IoT Bootcamp is not just based on presentations but with hands-on demos and detailed walkthroughs. We will introduce you to a variety of real world use cases prototyped using Arduino, Raspberry Pi, BeagleBone, Spark, and Intel Edison. Y...
Major trends and emerging technologies – from virtual reality and IoT, to Big Data and algorithms – are helping organizations innovate in the digital era. However, to create real business value, IT must think beyond the ‘what’ of digital transformation to the ‘how’ to harness emerging trends, innovation and disruption. Architecture is the key that underpins and ties all these efforts together. In the digital age, it’s important to invest in architecture, extend the enterprise footprint to the cl...
I’m going to cry tonight, long and hard. I’ll do so as I remember and mourn Jeremy Geelan. I knew Jeremy for almost 20 years, from the time he showed up one day at Cloud Expo’s headquarters in Bergen County, New Jersey, and went to work. The show wasn’t called Cloud Expo then, of course – it was still known as Java Edge, a pioneering event that grabbed developers, architects, and enterprise IT users alike for twice-yearly confabs. Jeremy didn’t have a job there, or even a job offer. He was s...
Video experiences should be unique and exciting! But that doesn’t mean you need to patch all the pieces yourself. Users demand rich and engaging experiences and new ways to connect with you. But creating robust video applications at scale can be complicated, time-consuming and expensive. In his session at @ThingsExpo, Zohar Babin, Vice President of Platform, Ecosystem and Community at Kaltura, will discuss how VPaaS enables you to move fast, creating scalable video experiences that reach your...
Creating replica copies to tolerate a certain number of failures is easy, but very expensive at cloud-scale. Conventional RAID has lower overhead, but it is limited in the number of failures it can tolerate. And the management is like herding cats (overseeing capacity, rebuilds, migrations, and degraded performance). Download Slide Deck: ▸ Here In his general session at 18th Cloud Expo, Scott Cleland, Senior Director of Product Marketing for the HGST Cloud Infrastructure Business Unit, discusse...