AMERICANS SAY THE BEST FOODS TO EAT DURING THE GAME ARE...

POLITICS AND THE SUPER BOWL SHOULDN’T MIX

WHAT AMERICANS ARE LOOKING FOR FROM BRANDS DURING COMMERCIALS

ALMOST 2 IN 3 AMERICANS PREFER TO WATCH THE SUPER BOWL AT HOME

The findings described here are based on a survey conducted by Burson-Marsteller Fan Experience in partnership with PSB from Jan 11th – 13th of 2018.The survey measures the perceptions and behaviors of Super Bowl viewers, and was conducted online among a national sample of N=1000 people who plan to watch the Super Bowl this year and who watched the Super Bowl last year. Additional information available upon request.

33%PIZZA

17%NACHOS

9%CHIPS

AMERICANS LIKE TO

WATCH THE GAME WITH A SMALL GROUP

OF PEOPLE WHO CARE ABOUT WHICH TEAM

WINS

5 T H A N N U A L

S U R V E Y H I G H L I G H T S

30% WANT TO ATTEND THE GAME IN PERSON

WATCH ON MOBILE DEVICE

Facebook

Youtube

Twitter InstagramSnapchat

50%

72%

28% 24%

14%

FACEBOOK AND YOUTUBE ARE THE PREFERRED CHANNELS FOR VIEWING ADS BEFORE THE GAME

7% WATCH AT A PUBLIC LOCATION

2%

59% SAY They prefer if brands do not react to the game on social media

67% SAY being funny should be the priority for commercials during the game

AVID FANS

CASUAL FANS

PLATFORMS USED TO SHARE SUPER BOWL ADS

87% 15% 29% 27% 26%

44%‘WINGS’

62%

AVID FOOTBALL FANS ARE MOST LIKELY TO USE SOCIAL MEDIA DURING THE GAME...

PARTICULARLY FACEBOOK

59% Plan to use Facebookduring the game

63% 63% say it is not appropriate to use the Super Bowl to send a political message, while 37% say it is

37%

WATCH AT HOME ON TV WITH FAMILY AND FRIENDS

HOSTING VS. ATTENDING A SUPER BOWL PARTY

Attending a party41% Hosting

a party32%

HOSTING VS. ATTENDING A SUPER BOWL PARTY

Not appropriate Appropriate

47%

27%

53%

73%

WATCH AT HOME ON TV WITH FAMILY AND FRIENDS

Hosting a party32% Attending

a party41%

62%