Scarborough Examines Super Bowl Viewer Purchasing Habits

With advertisers set to unveil new creative during Sunday's Super Bowl, Scarborough Sports Marketing data tracked the purchasing habits of viewers of the Big Game. Sixty-two percent of respondents who conducted online investing or online stock trading planned to view the Super Bowl. Additionally, 7% of those who viewed the most recent Super Bowl said they plan to use online investing or online stock trading. Below are select demographics for Super Bowl viewers, reflecting financial services used by households during a 12-month period, as well as items and services households planned to purchase during the subsequent 12-month period. Data was gathered from February '08 through March '09 (Scarborough Sports Marketing).