Super Bowl Viewers. January 7, 2009

Transcription

1 Super Bowl Viewers January 7, 2009 Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.

2 Super Bowl Viewers Now that the NFL regular season has come to a close, all focus is on figuring out which two teams will battle it out in Miami at Super Bowl XLIV to be held on February 7th. With 37% of the U.S. adult population tuning in, the Super Bowl provides advertisers with a television audience rivaled by no other single broadcast program or event. That explains why companies continually pay the hosting broadcast network rates of $3 million and up for a single 30 second spot. Those kinds of investments draw Americans to tune into the Super Bowl not just for the game, but to see the much talked about ads in which companies often unveil new products and ad campaigns. The following slides leverage data from Experian Simmons National Consumer Study and New Media Study to provide insights into the behaviors and attitudes of Super Bowl viewers.

3 Who s Watching and Where? It s no surprise that football fans watch the Super Bowl, but even Americans who don t watch professional football watch the final game. Nearly 85% of frequent NFL regular season viewers tune into the Super Bowl as do almost 62% of occasional viewers. Furthermore, 13% of non-nfl viewers ultimately say they watch the Super Bowl if only for the ads. Five out of every six Super Bowl viewers (84%) will watch the game in their own home. 72% 50% 11% 13% 11% 2% Watched Super Bowl at home Watch NFL regular season frequently Do not watch NFL regular season Watched Super Bowl outside my home Watch NFL regular season occasionally

4 Check Out the TV! Everyone knows the game experience is really all about the set. And a majority of at-home Super Bowl viewers will be getting the full effect this year. Fully 58% of viewers report having at least one LCD, plasma or big screen projection TV on which they could watch the Super Bowl compared with only 48% of non-viewers. Non-viewers are more likely to be traditional tube-only households with 45% saying that a traditional set is the only type of TV they own; only 38% of game viewers say they have nothing but a traditional tube set. 58% 48% 45% 38% Have LCD, plasma or big screen Watched Super Bowl at home Have only traditional tube Didn't watch Super Bowl at all

5 Refreshments on Hand Super Bowl viewers of legal drinking age are 50% more likely than non-viewers to drink beer. Certainly beer companies have recognized the natural link between football and brew, but other beverages pair as well, if not better, with football: Super Bowl viewers age 21 and older are 147% more likely than non-viewers to drink Irish Whiskey. On the non-alcoholic beverage side, all adult viewers are 35% more likely to drink thirst quenchers like Gatorade Index: viewers vs. non-viewers Irish Whiskey Canadian Whiskey Microbrew Beer Bourbon Blended Whiskey/ Rye Thirst Diet Noncola Quenchers Soda Diet Cola Energy Drinks Regular Non-cola Soda Base for blue columns: Adults 21+; Base for red columns: Adults 18+

6 Product Placement Football stadiums and broadcast games are full of product placement and sponsors and Super Bowl viewers are likely to pick up on those brands. Using Experian Simmons TV Product Placement segmentation tool, we see that Super Bowl viewers are more likely than non-viewers to be Noticers who pay attention to branded goods placed within TV shows and less likely to be either Indifferents who are neutral, or Rejecters who actually have a negative reaction when seeing product placement. 36% 30% 17% 17% 25% 23% 22% 29% Noticers Emulators Indifferents Rejecters Watch Super Bowl Non-Viewers

7 Check out this play on my phone! Super Bowl viewers are well connected. The Experian Simmons Spring 2009 New Media Study finds that while Super Bowl viewers are no more or less likely to own a wireless phone, they are 25% more likely than non-viewers to personally use two or more devices. What s more, they are active phone users and a prime audience for features like streaming mobile video...of sports, of course. 120 Activities done on mobile phone in last 30 days Index: viewers vs. non-viewers Watched streaming video Sent/Received Business Shopped Download application Watched downloaded video Downloaded ringtones Base: Adult mobile phone users who spent 1 hour online in the past week doing something other than

8 Thank You! For more information, please or call Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.