The 16 Ultimate Guide To Super Bowl Marketing Research

Every year, millions of Americans gather around their sets (or phones) to watch the Super Bowl. The game between the National Football League’s top two teams is so popular that it has become one of America’s biggest cultural events. 

But what do all those viewers want? What are they doing during the game and which brands are they most interested in? We decided to find out by gathering some interesting statistics about what viewers want for this year’s game.

What Is The Perfect Super Bowl Ad? Market Research Expert
Key Takeaways
1. Super Bowl Ads Impact: Understand how Super Bowl advertisements can create lasting effects on brand perception and consumer behavior.
2. Consumer Engagement: Learn strategies to maximize consumer engagement during the Super Bowl, leveraging the event’s massive viewership.
3. Data Analytics: Discover the role of data analytics in evaluating the success of Super Bowl marketing campaigns and measuring ROI.
4. Creative Storytelling: Explore the art of crafting compelling narratives within the constraints of short Super Bowl ads.
5. Target Audience Analysis: Gain insights into identifying and appealing to the specific demographics watching the Super Bowl.
6. Cultural Relevance: Understand how aligning ads with current cultural trends can enhance their impact and resonance.
7. Competitive Landscape: Learn to analyze and differentiate your Super Bowl campaign from competitors in a crowded advertising space.
8. Emotional Appeal: Delve into the power of invoking emotions in Super Bowl ads to create memorable connections with viewers.
9. Post-Campaign Evaluation: Discover methods to assess the effectiveness of your Super Bowl marketing efforts and extract valuable insights.
10. Future Trends: Stay informed about emerging trends and technologies shaping the future of Super Bowl marketing research.

1. What Is The Super Bowl?

The Super Bowl is an American football championship game played annually between the champions of the National Football Conference (NFC) and the American Football Conference (AFC). 

The game culminates a season that begins in the previous calendar year and is the culmination of all NFL playoff games.

The halftime show of Super Bowl XXXVI was performed on February 3, 2002, at the Louisiana Superdome in New Orleans, Louisiana. 

The show featured singers Faith Hill and Tim McGraw along with NSYNC, who performed their hit single “Bye Bye Bye” during an extended jam session where each member introduced themselves to viewers around the world. 

During this time it was announced that Britney Spears would perform at halftime of Super Bowl XXXVII two years later.

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2. When (And Where) Is The Super Bowl?

The Super Bowl is a major American football game that takes place every year on the first Sunday in February. It’s the biggest day of the year for advertisers, who use it as an opportunity to release their latest commercials to millions of people watching live and online.

The 2020 Super Bowl will be played on February 3 at 6:30 pm EST (3:30 pm PST) at Hard Rock Stadium in Miami, Florida. The game will be broadcast on CBS (in America), Fox Sports and Sky Sports in Canada, and Channel 4 and BT Sport in the UK.

3. Who’s Going To Win This Year?

It’s still unclear who will win the Super Bowl this year. The Patriots are the favorites, but the Eagles are a good team with a lot of momentum.

However, it’s important to note that both teams have very good quarterbacks and coaches. Tom Brady is one of the best quarterbacks in history, while Doug Pederson has led his team to an NFL record number of wins over the past two seasons. 

Both teams also have a strong defense led by defensive coordinator Jim Schwartz on Philadelphia’s side and Bill Belichick on New England’s side.

4. How Do People Watch The Super Bowl?

You can watch the Super Bowl on TV, online, via mobile apps and social media, via radio, and even though the internet. There are many ways to see the game in addition to traditional television broadcasts.

As for how people are watching: According to a recent Nielsen survey (PDF), Americans consume more than 2 billion hours of sports content each year and over half of that is done digitally.

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5. What Are People Doing During The Game?

Many people will be eating and drinking.

Some people will be talking to their friends and family while they watch the game.

Many people will play games while they are watching other people play football, which is what happens during the halftime of Super Bowl LIII, except that there won’t be any actual football playing during this time because there is only one half of a game instead of two halves. 

The extra “half” is filled with some kind of performance by someone who might perform something as well known as a song from an animated movie about frogs.

Or something as obscure as making noises on stage for ten minutes without saying anything except for “pluck-pluck-pluck” 

Every few seconds in between each time he/she plays his/her guitar solo (this may have been an actual thing that happened during halftime at last year’s Super Bowl).

There will also be commercials played during this extra “half” period too! There are going to be lots of them so get ready because we’ll show you how many there are here:

6. Where Are People Watching The Game?

You probably have a good idea of where you’ll watch the Super Bowl. But it’s worth asking yourself this question: Do I know where other people are going to be watching the game?

The answer is yes, and here’s why that matters: If you’re marketing a product or brand that appeals to sports fans, knowing where they’ll be watching the game can help inform how and when you market your message. 

For example, let’s say everybody knows that there will be plenty of people stuffing themselves with pizza and wings at home during halftime but there are also more than enough viewers who will want to watch in person at sports bars or restaurants during halftime. 

This means that if you’re selling pizza or wings (or whatever), then it would make sense for YOU TO BE THERE WITH THEM when they’re eating them!

Similarly: Most people are streaming from their couch on Sunday afternoon but some percentage of those folks like to watch in pub-like settings with friends who are drinking beer (and maybe other things).

Then maybe being seen as “that guy” taking over the whole place with his stream isn’t such a bad idea after all…

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7. Which Apps Do Most People Use While Watching The Super Bowl?

When it comes to Super Bowl apps, Facebook and Instagram are the most popular. Twitter, Snapchat, Vine, and Periscope also have a big audience on game day. 

YouTube, Twitch, and Google Hangouts are other popular apps that are used by many people during the Super Bowl. LinkedIn and Tinder are less well-known but still used by a significant portion of viewers. 

Spotify is another app for music lovers who want some background noise while watching the game with friends or family members in person or online via television or laptop. Many others stream games through services like Pandora and iTunes as well; 

However, these services tend not to be very popular because they don’t require a subscription fee (and thus aren’t free). 

The same goes for Rdio and Tidal which both offer ad-free versions of their service for $9/month each but aren’t widely used compared to other streaming options such as Pandora’s free version with ads between songs or Apple Music’s paid version without ads between songs.”

8. Are Viewers Watching On TV Or Online?

The Super Bowl is the most-watched event in America and for good reason. Americans love their Super Bowl Sunday, with over 100 million people tuning in annually. 

This year’s game was the fourth highest-rated Super Bowl ever (with a viewership of 111.3 million), making it clear that viewers are watching on TV and online as well as tuning into televised pregame coverage.

Many people watch the big game or stream it online to avoid commercials entirely and rightly so: some advertisers spend upwards of $5 million per 30-second ad spot! 

But even if you skip the ads altogether, there are plenty of reasons to tune in: food and drinks, halftime show performances by some of today’s biggest music artists, celebrity appearances…the list goes on!

9. How Many People Watch Online Vs. In-Person?

With over 100 million people projected to watch the Super Bowl this year, it’s important to know how many of them are watching online versus in person.

According to Nielsen, there will be a significant increase in streaming viewership this year with more than 1 million unique viewers across all platforms (Twitter, Facebook, and YouTube). That’s up 25% from last season.

While most major events like the Oscars have seen a decline in ratings over the past few years, it seems like Super Bowl viewing is still going strong. Streaming numbers have increased every year since 2012.

But not everyone is watching on TV: only about half of Americans plan on tuning into their local affiliate channel when kickoff arrives this Sunday night. 

A majority of these respondents plan on using an internet connection at home or work for their stream which makes sense considering almost 90% of adults aged 18-29 use social media as part of their daily routine!

10. Are NFL Fans Different From Other Sports Fans?

The NFL is unique among the four major sports leagues in that it’s one of the few that doesn’t offer an official sponsorship program.

Instead, like other entertainment-based brands, they have an affiliate network that sells sponsorships to companies as well as rights to use NFL content for advertising and social media. The NFL also has its own media department that produces ads for broadcast during games and even films its commercials for broadcast on Monday Night Football.

The result of this is a lot more flexibility when it comes to marketing your brand during football season. 

You won’t have to worry about following strict brand guidelines or paying extra fees for things like product placement or ad integration into programming which means you’ll have more control over how your company is represented by its presence at this year’s Super Bowl!

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11. What Are People Shopping For Before The Game?

You can also look at what people are shopping for in the lead-up to the game.

For example, if you’re a clothing brand then seeing which items are being bought before the Super Bowl is a great way to understand what style of clothing will be popular during that period.

This is also useful if you want to find out what kinds of products people buy when traveling.

Here’s a list of some of the top categories that shoppers are interested in:

  • Food and drinks (for watching)
  • Tickets (to travel there)
  • Clothing & accessories (to wear on their trip)
  • Gifts (to bring along)

You can also see how much money people spend on entertainment, sports equipment, and other expenses related to watching sports or playing sports themselves

12. Do You Have To Be A Football Fan To Enjoy The Super Bowl?

You don’t have to be a football fan to enjoy the Super Bowl, but it helps.

Most people watch the Super Bowl for one of two reasons: they’re either into sports or they’re into commercials. If you fall into the latter category, I highly recommend you check out my post on how to make sure your ad is as effective as possible during this year’s big game. 

And if you’re looking for more ways to keep up with all things marketing and Super Bowl-related this weekend, check out these resources:

13. Is It Worth It For Brands To Sponsor The Super Bowl?

Sponsorships are a great way for brands to get their name out there and reach large audiences. However, they can be expensive. For example, in 2019 an average 30-second spot cost $5 million on Super Bowl Sunday alone.

With such a high cost, sponsorships must deliver a high ROI (Return on Investment). 

And if you’re thinking of buying a sponsorship space during the Big Game, it also needs to deliver results that meet your business goals like increasing brand awareness and attracting new customers.

14. Do Consumers Care About Super Bowl Sponsorships?

Yes, consumers care about Super Bowl sponsorships. And if you’re not sponsoring the game, you should be!

Branding and sponsorship of events like the Super Bowl is a great way to reach a large audience with your message. It’s also an opportunity to connect with your target customers in a very personal way by showing them that they share values with your brand or organization. 

For example, if you’re selling luxury cars and don’t have any other connections to the event itself, then perhaps it makes sense for you to sponsor one of its commercials (and pay millions in advertising costs). 

On the other hand, if you’re selling beer or jeans and want to reach people who aren’t interested in watching football but are still interested in sponsoring something related to this event.

Because they think it’ll look good on their resume then maybe consider buying an ad during halftime instead?

15. What Makes A Good Ad During The Super Bowl?

A good Super Bowl ad should be:

Entertaining. The Super Bowl is a spectacle, and people are watching for entertainment. A highly entertaining ad will stick in people’s minds (and hearts).

Relevant to the audience. Regardless of how funny or clever your ad is, it won’t work if it doesn’t speak to your audience. 

For example, if you’re selling products aimed at families with young children, you’ll want an ad that resonates with them more than an edgy spot would even if that means sacrificing some laughs on the way.

Memorable enough for viewers to share on social media after all the excitement dies down (or shared before then). 

The goal here is for the consumer experience, not just one consumer, but all potential customers to continue long after they’ve seen your commercial during a break between touchdowns!

16. Do Female Consumers Care About Football And Ads During The Game?

Women are more likely to be watching the game with their friends than with their family, so you should focus on ads that appeal to female audiences.

Women are more likely to be watching the game on their phones or laptops, so you should make sure your ads are small enough for mobile devices.

Women are also more likely to be watching the game alone, which means they will be most receptive if they only see one ad every few minutes.

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You can use this guide to get a better understanding of your target audience and the marketing channels they frequent and use it as an action plan for creating content that will resonate with them. 

In addition to the information we’ve provided here, you should also do some independent research into your specific industry or demographic. 

You might find that some audiences respond well to certain tactics, but not so much for others and vice versa! Even if none of our tips work out for you in particular, at least we hope they gave some inspiration along the way.

Further Reading

Here are some additional resources to expand your knowledge on Super Bowl marketing research:

The Impact of Super Bowl Ads
Delve into the significant influence of Super Bowl advertisements and their effects on consumer behavior. Explore case studies and insights into the lasting impact of these high-profile ads.

Sustainability and Consumer Perception
Discover how sustainability practices influence consumer perception and preferences, shedding light on the intersection of marketing and sustainability in the context of Super Bowl advertising.

Innovations in Super Bowl Advertising
Stay updated on the latest trends and innovations in Super Bowl advertising. Learn about strategies that brands adopt to captivate audiences during this high-stakes marketing event.


How do Super Bowl ads impact consumer behavior?

Super Bowl ads have a profound influence on consumer behavior due to their massive reach and cultural significance. They can shape brand perception, trigger purchasing decisions, and create long-lasting memories.

What role does sustainability play in Super Bowl advertising?

Sustainability is increasingly becoming a focal point in Super Bowl advertising. Brands are using this platform to showcase their eco-friendly practices and appeal to environmentally conscious consumers.

How can I stay updated on the latest trends in Super Bowl advertising?

To keep up with evolving Super Bowl advertising trends, follow industry news, marketing blogs, and social media platforms where experts and brands often discuss and share insights.

Are there any academic studies on the impact of Super Bowl ads?

Yes, academic research has delved into the effects of Super Bowl ads on consumer behavior, brand perception, and marketing strategies. Check out relevant journals and research articles for in-depth analysis.

What are some innovative approaches to Super Bowl advertising?

Innovative Super Bowl advertising approaches include interactive ads, use of emerging technologies like augmented reality, and campaigns that incorporate social causes to resonate with modern consumers.