Annual Super Poll Reveals Viewers Attitudes Towards Ads in the Big Game

Image credit: Caleb Woods via Unsplash

Recently, Fox announced that it has already sold out all of its advertising inventory for this year’s Super Bowl, with advertisers paying as much as $7 million for a :30 spot.  

And why not?  

The Super Bowl is consistently the most watched US television event, averaging more than 120 million viewers per Nielsen. Not only that, over 80% of viewers consistently say they watch every commercial, per an annual Super Poll conducted by Platinum Rye Entertainment, a division of Dallas-based TMA. Almost one out of five say they watch the game 'mostly for the commercials.'

But what are consumers looking for in a Big Game ad?

Platinum Rye Entertainment (PRE) decided to find out. PRE, procurers of talent and IP for brands and agencies, are historically among the biggest buyers of celebrity talent for these Big Game ads. PRE has taken ownership of TMA’s annual Super Poll, fielding a survey in October among a representative sample of 1,000+ viewers across geographies, genders, ages and ethnicities. Questions covered the viewing experience, what people look for in Big Game ads, the role of celebrities in these ads, the rise of influencers and social experiences, and more.

Findings reveal that while some things may have changed, others remain the same.  Here are the Top Ten highlights

1. Consumers’ favourite type of Super Bowl ad is still one that makes them laugh. Their second-favourite type is a nostalgic 'throwback,' reflecting the wave of ads in recent years that channelled IP from decades-old TV series and films. 

Favourite Type of Super Bowl Commercial

• Hilarious. Give me laughs - 71%
• Throwback. A blast from the past - 17
• Interactive. Give me something to do - 7
• Sentimental. Hit me in the feels -  5

2. Women are more likely than men to watch the Super Bowl 'mostly for the commercials.' In fact, less than half of all respondents watch the Super Bowl 'mostly for the game.'

3. People like to see celebrities in Super Bowl ads. Commercials with celebrities are believed to be more entertaining and effective. That is especially true of gen z viewers.

4. The Taylor Swift effect is everywhere. She is the #1 celebrity people would like to see in a Super Bowl ad and the #1 artist they would like to see at halftime. Interestingly, Donald Trump is #3 among the celebrities and this year’s halftime performer, Kendrick Lamar, is #3 among halftime artists.

Celebrity You Would Like to See in a Super Bowl Commercial

(Top Ten Open-Ended Responses)

• Taylor Swift
• Snoop Dogg
• Donald Trump
• Beyonce 
• Kevin Hart
• Ryan Reynolds
• Dwayne Johnson (#1 in previous polls)
• Eminem
• Rihanna
• Peyton Manning

Artists You Would Most Like to Perform in a Halftime Show

(Top Ten Open-Ended Responses)

• Taylor Swift
• Metallica
• Kendrick Lemar
• Jelly Roll
• Lil Wayne
• Beyonce 
• Shakira
• Snoop Dogg
• Eminem
• Bruno Mars

5. Patrick Mahomes has cracked the top ten list of favourite Super Bowl quarterbacks for the first time. In fact, he’s the only active quarterback to rank among the Top Ten. That said, Tom Brady continues to be ranked #1 and by a margin of double his closest challenger, Joe Montana.

Who Is Your Favourite Super Bowl Quarterback of All Time

(Top Ten Open-Ended Responses)

• Tom Brady
• Joe Montana
• Patrick Mahomes
• Peyton Manning
• Troy Aikman
• Eli Manning
• Brett Farve
• John Elway
• Terry Bradshaw
• Joe Namath

6. Interest in seeing social media influencers in Super Bowl ads is strong. This is especially true among gen z and African-American audiences. 

7. People are highly favourable towards fan-generated Super Bowl ads. This bodes well for Doritos’ decision to revive its 'Crash the Super Bowl' promotion and Taco Bell’s plan to use photos of customers, taken with drive-thru cams, in their ad. Again, this favourability is even stronger among younger audiences.

8. People still like to be surprised by Super Bowl ads. Most would like to see a Super Bowl ad for the first time during the game. This could have an impact on marketers’ Super Bowl reveal strategies.

When Do You Prefer to See Super Bowl Commercials for the First Time

During the game 85%

In the days before the game 12

In the days after the game 4

9. People like to be engaged in Super Bowl content. This presents opportunities that go beyond just a TV ad. Engagement increases after the game.

Very Likely/Somewhat Likely to Engage with a Brand's Super Bowl Content

Before 53%

During 57

After 62

10. No surprise: perennial Super Bowl advertisers dominate the ads that people most like and remember. Persistence pays off.

Favourite Super Bowl Commercial Last Year

(Top Ten Open-Ended Responses)

• Doritos
• Budweiser
• Pepsi
• Coca-Cola
• Dunkin’
• Bud Light
• State Farm
• T-Mobile
• Nike
• Lay’s

Implications for Marketers

It costs a lot to purchase time in the Super Bowl. And not just the cost for media. There are also production costs, talent costs, activation costs, public relations costs, and so forth. So advertisers certainly don’t want to go unnoticed.

Findings from this year’s Super Poll offer insights into what viewers are looking for in this year’s ads: humour, surprise, celebrities, a chance for engagement and, of course, breakthrough creative that will be remembered next year and for years to come.