According to new research from Crowdtap, The People-Powered Marketing Platform, most U.S. viewers will welcome these efforts. Per the study, 85 percent of people say they prefer the Big Game as it is now, ads and all, to one with no ads. Moreover, 65 percent of viewers said they will follow along with brands on social during the game.
Other key findings include:
• 74% of viewers say they like when brands ask them to participate in the creation of their Big Game ads
• 63% of viewers say they are at least somewhat likely to purchase a product they’ve seen on TV in a Super Bowl ad
• 30% of viewers cite Super Bowl ads as their primary reason for tuning in – as opposed to the game itself
The big takeaway: On the whole, viewers enjoy watching Super Bowl ads, but they enjoy engaging with them – and even co-creating them – even more. As consumers vie for a seat at the table with the brands they love, marketers should identify new ways to make the consumer voice heard across all of their marketing, including their Big Game advertising efforts.
Below is a complete recap of the findings from our annual Super Bowl study. For more infographics, visit here.