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Here's What the US thought About Super Bowl LIV Ads

Trends and Insight 0 Add to collection

Seton Hall Sports Poll reveals that 12% of Americans say commercials are favourite

Here's What the US thought About Super Bowl LIV Ads

The Seton Hall Sports Poll results have been released on the Super Bowl 2020, revealing that despite the multi-device options available to viewers, Americans still watch their Super Bowl the old fashioned way – on television. 

Ninety-two percent of those polled this week in a Seton Hall Sports Poll said they watched the game on television, with only eight percent opting for phones, tablets, computer or multiple screens.  And despite the increased use of those smaller choices over the last few years, the 92 percent for this year is down only six percent – from 98 percent – in 2016. 

The Poll was conducted Monday-Wednesday of this week among 662 adult Americans reached on landlines and cellphones across the country.  It has a margin of error of +/- 3.9 percent.

“With all the talk of cord-cutting, third screens, multiple screens and many other technological options, television is still the best way to aggregate eyeballs for advertisers,” noted Rick Gentile, director of the Seton Hall Sports Poll, which is sponsored by the Sharkey Institute within the Stillman School of Business. “And for advertisers, it means showcasing their products on big screens, which they prefer - and continue to pay millions for.”

Super Bowl Advertising

There was news on the advertising side as well: 17 percent of respondents said they saw at least one commercial that made them want to purchase the product advertised.  This was up from 12 percent in 2016, the last time the question was asked.  Among non-white respondents, 29 percent said they saw something they might want to purchase, compared to 13 percent for white people.

Which Did You Like Best: Game, Halftime Show or the Commercials?

While the game itself was the most enjoyable part of the telecast for 65 percent of viewers, 12 percent named the commercials their favourite, up from seven percent in 2016.  Nineteen percent named the halftime show (Jennifer Lopez, Shakira)as the portion of the Super Bowl they enjoyed most— up from 13 percent in 2016 (Coldplay, Beyonce, Bruno Mars).  The 2016 Poll had the game as the most enjoyable part at 72 percent (Denver-Carolina). 

(33 percent of non-white people found the halftime show the most enjoyable part of the telecast, compared to 14 percent of white people).

Jay Z and the NFL: Sincere?

Twenty-six percent of respondents were aware that Jay Z had partnered with the NFL to help promote social justice initiatives.  The reaction?  33 percent of all respondents felt it was a sincere effort by Jay Z, but only 17 percent felt it was a sincere effort by the league.

37% ‘Bothered’ by Political Ads from President Trump and Bloomberg During Super Bowl

There was a rare insertion of political advertising included in the television broadcast of the game – with ads from the Michael Bloomberg and Donald Trump campaigns – and 37 percent were bothered to have them included. Forty-one percent of Democrats said they were bothered while 25 percent of Republicans said the same.  Among Independents, 43 percent of said they were bothered.

You can view the full report here.

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