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Survey Says: 45% of People Will Research A Brand After Viewing A Super Bowl Commercial

Submitted by on February 7, 2013 – 9:55 am

A lot of data is still being analyized after this year’s Super Bowl, the latest we’ve come across is from RadiumOne, who reveals key insights about brand-related social engagement during the game for advertisers. Their survey findings indicate that almost half of the audience shared Super Bowl-related content to their social networks via their mobile devices, and advertisers such as Survey-SaysHyundai received a record amount of social mentions around their Super Bowl campaigns.

Multi-screen advertising campaigns are on the rise and savvy marketers are employing new strategies like text-to-vote technologies and branded hashtags to engage potential customers across multiple devices simultaneously. According to a recent report by the IAB, nearly 50 percent of smartphone owners use their mobile device to search for product information after seeing an advertisement on television. In a similar study by Nielsen, nearly 70 percent of tablet owners and 68 percent of smartphone owners said they use their devices while watching TV.

“During the Super Bowl, we saw social chatter increase exponentially with the release of Hyundai’s award-winning spots,” said David Matathia, Director of Advertising at Hyundai. “We and our agency partners at Innocean and Initiative saw the opportunity to close the loop on 2nd-screen activity by precisely targeting users who used certain #hashtags related to Hyundai and the game. We were able to extend the conversation with video on mobile and desktop in the days following the game.”

According to a separate co-viewing survey also conducted by RadiumOne, when respondents were asked if a television program had an application that encouraged interaction with the audience across different devices, 49 percent said they would enjoy this co-viewing experience. This data was further supported through the Super Bowl XLVII Co-Viewing Survey with 45 percent of respondents indicating that they were more likely to research a brand after viewing that company’s Super Bowl television commercial.

Highlights from RadiumOne’s Super Bowl XLVII Co-Viewing Survey include:

  • 45 percent of respondents are more likely to research a brand based on a Super Bowl advertisement.
  • 24 percent said they watch the Super Bowl primarily for the commercials, and 13 percent said the halftime show held more interest than the game itself.
  • 45 percent of respondents said they posted online to their social networks through their mobile devices about the Super Bowl while 33 percent said they posted on social networks about the commercials.
  • 20 percent said they hashtagged about the Super Bowl commercials while watching the game and of these people, 24 percent said people commented or reposted their hashtags.
  • Of the commercials, survey respondents said they remembered the top 3 auto commercials for: Hyundai, Volkswagen and Kia the most.



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Dave Forde

Dave “The Connector” Forde has been involved in the technology industry across Canada for over 10 years in sales and marketing roles, he launched PR In Canada, and on Profectio.

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