81% Americans like funny Super Bowl ads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 05, 2021, 4:45 AM UTC

Ad Colony’s survey of over 400 Americans aged 18-75 reveals behavioural shifts, insights and commercial preferences for the Super Bowl LV.

Viewers aged between 25 to 34 (20%) lead in viewership, followed closely by people aged between 45 to 54 at 17%. 70% of viewers will watch the game on TV, while 25% plan to watch it on Connected TV. 58% viewers aren’t weekly watchers of football games.

Most anticipated Super Bowl commercial types are funny (81%), emotional or heart-warming (36%), celebrity cameo (22%) and political or social (11%). Texting, playing mobile games, and browsing social media apps is what consumers usually do during the big game.

Due to COVID-19 concerns, 69% of people watching the game do not plan to host a party. However, 16% plan to host an in-person party, and 14% plan to host a virtual party via Zoom or Skype.

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