Peel data: Super Bowl advertisers reach significantly more viewers when ads appear earlier in games

Peel - the smart remote technology maker with 140 million users who generate 10 billion commands per month - released data ahead of Super Bowl 50 showing that TV advertisers whose ads show earlier in games are reaching more viewers than advertisers whose ads show in the second half.

This holds for both close and lopsided games, although the latter does has a negative impact on late-game advertisers.

Peel looked at tune-out data from NFL playoff games and Super Bowls for the last two seasons and found that, excluding the first five minutes of a game, the audience in the fourth quarter is 17 per cent smaller on average than at the start of a game.

In this year’s wildcard games, 19 per cent tuned out of the Kansas City Chiefs vs. Houston Texans game (a rout in favor of the Chiefs), while 14 per cent turned out of the Green Bay Packers vs. Washington Redskins game, where the teams were separated by just six points going into the fourth quarter.

For all 17 NFL postseason games analyzed by Peel, games which ended with a point difference of seven or less resulted in an average of four per cent more viewers remaining tuned-in versus games with a point difference of 14 or greater. In Super Bowl terms, that’s a difference of five million viewers.

Below, more data from Peel:

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.