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SBD/Issue 155/The Back of the Book
KN/SRI Looks At Viewing Habits Of '02 Major Sports Events
Published May 1, 2002
NJ-based Knowledge Networks/Statistical Research Inc. (KN/SRI), issued findings from their database project, "How People Use Sports TV." KN/SRI asked respondents who watched the '02 Super Bowl, Daytona 500, Winter Olympics and NCAA Men's Basketball Championship game about their attentiveness during the programs. Super Bowl viewers had their eyes on the TV during 64% of the broadcast, and 84% did some other activity while viewing the game. Meanwhile, 92% of respondents watched the Super Bowl with others.
| ATTENTIVENESS MEASURE (TOTAL VIEWERS) | ||||
| ATTENTION MEASURE | SUPER BOWL | DAYTONA 500 | OLYMPIC SKATING | FINAL FOUR |
| % of event eyes-on the TV | 64% | 72% | 74% | 49% |
| Avg. other activity while viewing | 84% | 73% | 72% | 90% |
| Viewed with others | 92% | 86% | 74% | 76% |
WHO'S WATCHING THE ADS? Additionally, KN/SRI attempted to gauge respondents' attitudes about sponsors and advertisers of the broadcasts. For example, 88% of the respondents agreed strongly or somewhat strongly that people pay more attention to commercials during the Super Bowl than those shown during other special events.
| ATTITUDES (STONGLY OR SOMEWHAT AGREE) | ||||
| ATTITUDE DESCRIPTION | SUPER BOWL | DAYTONA 500 | OLYMPIC SKATING | FINAL FOUR |
| People pay more attention to ads during the event than those shown during other special events. | 88% | 53% | 45% | 48% |
| People notice which companies sponsor the event on TV | 86% | 85% | 74% | 59% |
| Companies that sponsor the event on TV are usually industry leaders | 82% | 89% | 85% | 79% |
| Companies that sponsor the event on TV have a commitment to quality and excellence | 73% | 85% | 76% | 64% |
| Base: Total Audience | N=669 | 623 | 414 | 407 |
