Super Bowl previews don't greatly effect consumer decisions according to new study
Pre-Super Bowl commercial releases and social engagement do not have hugely negative impacts on advertising campaigns, according to a snapshot study released by Fleishman Hillard TRUE.
The online magazine conducted a survey with 500 American adults and found that 41 per cent of consumers still watch ads during the game, regardless of if they’ve seen them before. Only 13 per cent of viewers say they are less likely to pay attention to commercials the second time around. However, 36 per cent of respondents said that seeing previews of the spots make them less excited about seeing the spots on game day.
On average, consumers expect to spend half of the Super Bowl actively engaging brands on social media with 54 per cent claiming that they expect to be more engaged online this year than they were during last year’s game.
For advertisers, the study found that the best way to engage during the Super Bowl and influence purchase decisions is to buy three creative spots during the big game. However, at $4m a spot, this can get costly.
For those on a budget, 40 per cent of respondents believed that one spot during the game coupled with an aggressive call for social media interaction—perhaps by pointing viewers toward a website or creating a hashtag—is enough to influence the public.
With increased brand and consumer presence on social media, the landscape of advertising during the Super Bowl is bound evolve more in the digital sphere.
See all The Drum's Super Bowl XLIX coverage here.