February 8, 2016
Via Business Wire
YuMe, Inc., the global audience technology company powered by data-driven insights and multi-screen expertise, today announced the results of two online surveys focused on how viewers engage with The Big Game. The first survey specifically gauged how U.S. Hispanics planned to watch The Big Game, while the second survey of U.S. residents was conducted via a live online poll during game-time. Both surveys found that the way respondents watch the game is shifting to become truly multi-screen.
According to the U.S. Hispanic survey, 37% of respondents planned to watch the game on more screens than last year. The survey also found that Hispanic viewers were excited about the game’s other major attraction: the ads. 79% of respondents cited advertisements as a major draw, with 34% planning to re-watch ads after the game on their smartphone.
The U.S. live survey found that the majority of respondents watched The Big Game at home this year, with 28% purchasing new equipment to watch the game. 67% of respondents believe that game-time ads ignite brand awareness and 26% looked up a product advertised during The Big Game on their smartphone.
U.S. Hispanic Poll Key Findings:
79% looked forward to the ads during the game
45% intended to look up a product advertised during the game on their smartphone
34% intended to re-watch an ad seen during the game on their smartphone
Actions likely to do on their smartphone while watching:
45% intended to follow players and/or teams on their smartphone
35% intended to download a Big Game related app on their smartphone
How respondents planned to watch:
29% planned to purchase new electronic equipment for the game
27% planned to stream live on a smart TV, 15% smartphone, 14% tablet
U.S. Live Poll Key Findings:
77% look forward to the ads during The Big Game
67% believe Big Game ads help make them aware of advertiser brands
52% planned to share any interesting ads that they saw during The Big Game
Actions on smartphone while watching:
35% posted on social media during The Big Game on their smartphone
26% looked up a product advertised during The Big Game on their smartphone
20% downloaded a Big Game related app on their smartphone
How respondents watched:
79% watched The Big Game at home
33% watched The Big Game on more screens than last year
28% purchased new electronic equipment for the game
21% streamed live on a smart TV, 13% on smartphone and 12% tablet
Key Takeaways for Brand Advertisers:
During the game, attention isn’t just on the TV – consumers are engaging across multiple devices; therefore, advertisers should deploy multi-screen marketing strategies.
Nearly eight out of ten respondents in each survey were looking forward to ads during game time; therefore, advertisers should take advantage of this level of receptivity and anticipation.
The use of multiple devices means marketers that are trying to reach diverse audiences can take advantage of the advertising opportunities surrounding the game, particularly on smartphones.
“Both of our surveys show that audiences are eager to engage with a variety of content during one of the most popular sporting events in the world,” says Paul Neto, Director of Research, YuMe. “Brand advertisers should take full advantage of this tremendous opportunity to reach audiences across all screens.”
U.S. Hispanic Survey
The online survey was conducted between February 2nd and 4th, 2016. YuMe polled 500 U.S. Hispanic respondents regarding their intended activities during The Big Game. Respondents were asked about device ownership and multi-device usage, as well as their thoughts about advertising during the game itself.
U.S. Live Poll Survey
The online study was conducted on February 7, 2016 during The Big Game. YuMe polled over 500 U.S. residents between the ages of 18 and 55 on their game-time activities. Respondents were asked about device ownership and multi-device usage, as well as their thoughts about advertising during the game itself.