SBD/February 2, 2011/Research and Ratings

Super Bowl Viewers Most Looking Forward To Budweiser/Bud Light Ads

Almost one in three Super Bowl viewers said that they anticipate Budweiser/Bud Light ads the most, according to data from Lightspeed Research. Coca-Cola ranked second at 8%. The online survey, conducted between Jan. 13-17 among 2,001 U.S. residents, also found that the 18-34 year old demographic is the group most likely to be watching the Super Bowl outside their homes, with half of the demo saying they will be watching the game with friends. Additionally, 7% of those planning to watch the Super Bowl will be buying a new TV before the game, with almost a third of those buyers shopping for a TV that is 50 inches or larger. Among those planning to watch the game, 18% will go online to view Super Bowl commercials. Listed below are select demographics for Super Bowl viewers (Lightspeed Research).

WHO IS PLANNING TO WATCH THE SUPER BOWL THIS YEAR?
DEMOGRAPHIC
PLAN TO WATCH SUPER BOWL
GENDER
Male
81%
Female
63%
AGE
18-34
75%
35-54
72%
55+
67%
HOUSEHOLD INCOME
<$50,000
68%
>$50,000
77%
ETHNICITY
White
70%
African-American
79%
Hispanic
71%
PRIMARY REASON FOR WATCHING THE SUPER BOWL
AMONG VARIOUS AGE DEMOGRAPHICS
RESPONSE
18-34
35-54
55+
To see the game
45%
59%
60%
To have a good time with partner/family/friends
34%
25%
23%
To see the commercials
17%
14%
13%
To see the halftime performance
2%
2%
3%
Other
2%
1%
2%
WHICH COMPANY'S COMMERCIAL ARE YOU MOST LOOKING
FORWARD TO SEEING DURING THE SUPER BOWL?
(Top 10 responses)
RANK
ADVERTISER
1
Anheuser-Busch (Budweiser, Bud Light)
2
Coca-Cola
3
Pepsi
4t
GoDaddy.com
4t
Doritos
6
E*Trade
7t
Mars (Snickers)
7t
Pizza Hut*
9
GM
10t
Best Buy
10t
Mercedes-Benz

NOTE: * = Pizza Hut has since sold back its Super Bowl spot. 

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