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SBD/February 2, 2011/Research and Ratings
Super Bowl Viewers Most Looking Forward To Budweiser/Bud Light Ads
Published February 2, 2011
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.
