42% of viewers tune in to the Super Bowl event to specifically enjoy the adverts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 07, 2022, 10:45 AM GMT+0

Similarly, 50% of viewers have purchased a product or service inspired by these commercials.

Last year, 91.6 million people watched the Super Bowl event. About 22% of respondents claimed that commercials were the most important part of the Big Game. In 2021, advertisers had to pay an average of $5.6 million to air a 30-second long commercial during the Super Bowl broadcast.

49% of viewers use multiple screens to follow the game. But, TV still reigns with the Big Game viewing, with 59% of viewers expected to catch the game on their TV this year. Some users would, however, use mobile devices (16%), laptops (13%) and tablets (12%) to watch the event.

About 57% of people post on and monitor social media platforms like Facebook, Instagram and Twitter while watching sports. Around 41% of people view early releases of big game ads. Of these, most of them watch the ads on YouTube (32%), followed by other social media platforms (27%).

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