GRAND RAPIDS, Mich., Jan. 31 /PRNewswire/ -- A newly released Hanon
McKendry poll conducted by Harris Interactive shows that 57 percent of U.S.
adults who plan to watch Super Bowl XLII will tune in as much or more for
the commercials as for the game.
The survey aims to quantify the draw of Super Bowl commercials among
the more than 90 million viewers expected to watch the Super Bowl this
year(1). Commissioned for the third consecutive year by Hanon McKendry/The
Brand Consultants, the poll indicates that 19 percent of viewers will watch
the Super Bowl mainly for the commercials, while 38 percent will tune in as
much for the commercials as for the game. The results mirror those in 2007
when 56 percent of U.S. adult viewers planned to watch as much or more for
Survey Confirms Super Bowl is More than a Sporting Event
The 2008 Hanon McKendry Super Bowl Survey found that 68 percent of U.S.
adults plan to watch Super Bowl XLII. The 2007 survey, picked up by the
Wall Street Journal, reported similar results with 70 percent of U.S.
adults planning to tune in. Super Bowl XLI drew an estimated 93.2 million
viewers, making it the third most watched program in television history.
"Super Bowl advertising has become big entertainment," said Hanon
McKendry founder and principal Bill McKendry. "With nearly 7 in 10 adults
planning to watch the game, and over half of those doing so as much for the
ads as for the action on the field, this survey confirms that the Super
Bowl is the perfect place for marketers to broaden their appeal. And trends
show they're getting smarter about maximizing their Super Bowl investments,
mostly through Internet activities before and after the game."
The 2008 survey confirms consistently high interest in the ads among
-- While the overall percentage of women who plan to watch the Super Bowl
has dropped slightly from 64% in 2007 to 60% in 2008, the percentage of
female viewers who will tune in as much or more for the ads rose from
61% to 65%.
-- At 40% (male) and 35% (female), a consistently high percentage of men
and women who plan to watch say they'll do so equally for the game and
-- Female viewers are three times as likely as male viewers to watch
primarily for the commercials (30% women vs. 10% men).
The survey did not bear out any statistically significant regional
differences in expected viewership.
"With two Northeast powerhouses in this year's match up, we expected
viewership to vary somewhat regionally. That doesn't seem to be the case,"
observed McKendry. "What is clear is that no matter who's on the field, the
ads continue to generate strong interest, particularly among women."
Harris Interactive conducted this online survey on behalf of Hanon
McKendry between January 22 and January 24, 2008 among 2,056 adults ages
18+, of whom, 876 are men and 1,180 are women. This online survey is not
based on a probability sample and therefore no theoretical estimates of
sampling error can be calculated. For complete methodology, including
weighting variables, please contact Amy LeFebre.
Hanon McKendry is a national brand consulting, advertising and
marketing firm that excels at helping corporate and nonprofit clients shift
perceptions beyond what their brand offers to what their brand means.
Nearly 80 percent of the firm's annual revenues are derived from major
initiatives to launch, re-launch or restage brands. Hanon McKendry has
worked extensively with high- profile corporate clients including Consumers
Energy, Furniture Row Shopping Centers, Rayovac Batteries, Rubbermaid Home
Products, Target Stores and Zondervan (a division of Harper/Collins
Publishing). The firm has also earned national recognition for its cause
and issue-based campaigns and brand development for clients such as the
Alliance Defense Fund, Salvation Army, the National Arbor Day Foundation,
World Vision, Young Life, Focus on the Family and the Gerald R. Ford
Presidential Library and Museum. Hanon McKendry is based in West Michigan
and is a Gravity Six Alliance partner.
hanon-mckendry.com / gravitysix.com
Harris Interactive is one of the largest and fastest-growing market
research firms in the world. The company provides innovative research,
insights and strategic advice to help its clients make more confident
decisions which lead to measurable and enduring improvements in
performance. Harris Interactive is widely known for The Harris Poll(R), one
of the longest running, independent opinion polls, and for pioneering
online market research methods. The company has built what it believes to
be the world's largest panel of survey respondents, the Harris Poll Online.
Harris Interactive serves clients worldwide through its North American,
European and Asian offices, and through a global network of independent
market research firms. More information about Harris Interactive may be
obtained at www.harrisinteractive.com.
To become a member of the Harris Poll Online and be invited to
participate in online surveys, register at www.harrispollonline.com.
(1) Nielsen Media Research, as reported by the Associated Press on
January 30, 2008, estimates that Super Bowl XLI drew 93.2 million
viewers in 2007. The largest estimated Super Bowl audience according
to Nielsen Media Research was 94.08 million in 1996.
SOURCE Hanon McKendry