Brands should save their Super Bowl ads for the big event

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 22, 2021, 5:25 PM UTC

According to a new survey for The Marketing Arm, an Omnicom agency, around 89% of people want to see the big game ads first during the game.

The survey found viewers want brands to deliver funny ads chock-full of celebrities that are not released early. In fact, despite the common practice of releasing ads before they air in the event, 89% of respondents said they do not want to see ads before the Super Bowl. Interestingly, 43% of respondents also said they watch the Big Game just for the ads.

Additionally, in terms of the total viewership of the game, the number of women who watch the game is more than the Oscars, Grammys and Emmys combined. With 89% of respondents wanting to be surprised by Super Bowl ads, brands should find alternative ways like using teasers to build legitimate and authentic anticipation of Super Bowl ads.

More than half of viewers want to see celebrities in Super Bowl ads. The survey further found that celebrities with a music background have the most impact on customers. But, advertisers should also note that 70% of viewers dislike ads that ask them to participate through posting on social platforms or voting in a contest.

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