comScore 2010 Super Bowl Pre-Game Survey Reveals Fan Predictions and Importance of Internet on Game Day

Budweiser and Coca Cola are Most Anticipated Advertisers on Super Bowl Sunday

Feb 06, 2010, 13:37 ET from comScore, Inc.

RESTON, Va., Feb. 6 /PRNewswire-FirstCall/ -- comScore (Nasdaq: SCOR), a leader in measuring the digital world, today released the results of its annual Super Bowl pre-game survey.  The survey of 1,065 U.S. Internet users conducted from February 2-4, 2010 revealed several interesting insights into Americans' opinions and expectations for Super Bowl XLIV, featuring the Indianapolis Colts and New Orleans Saints.

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Game Day Internet Usage

Two-thirds of respondents said that they intended to log onto the Internet on Super Bowl Sunday with the majority indicating they would do so before the game (77 percent) or after the game (53 percent). More than three out of ten also indicated they would log on during the game itself (32 percent) or during halftime (30 percent).

When asked for which activities, if any, they planned to log onto the Internet on game day, 45 percent said they planned to log on for purposes unrelated to the Super Bowl. 19 percent said they intended to send email and/or instant messages to friends or family about the Super Bowl, while 14 percent planned to look for recipe and party ideas and 14 percent said they would view video clips of old Super Bowl ads. 13 percent said they planned to visit the Web sites of Super Bowl advertisers.

Q: For which of the following activities, if any, do you plan to log onto the Internet on game day? (Select Any that Apply)

Feb. 2-4, 2010; n=1,065

Source: comScore, Inc.


Percent of Respondents

For purposes unrelated to the Super Bowl


To send instant messages and/or email to friends or family about the Super Bowl


For recipe and party ideas


To watch Super Bowl ads or video clips


To visit websites of Super Bowl advertisers


To monitor stats and stories related to the players and the game


To research past Super Bowl games


To forward Super Bowl ads or video clips to friends


To buy NFL/Super Bowl merchandise


Consumers Eagerly Anticipate Bud and Coca Cola Super Bowl Ads

Watching ads continues to be an important part of Super Bowl Sunday, with 22 percent of respondents indicating that watching the ads, over watching the game itself, is their favorite part of the day's festivities. When asked which three companies' ads they were most looking forward to, respondents demonstrated a strong preference for beverage brands. The most anticipated brand's ads were Bud/Bud Light (63 percent of respondents) and Coca Cola (43 percent), with Doritos (25 percent) coming in third. Controversial perennial Super Bowl advertiser ranked fourth with 18 percent of respondents, while Taco Bell rounded out the top five at 16 percent.

Q: Which company's ads are you most looking forward to? (Select 3)

Feb. 2-4, 2010; n=1,065

Source: comScore, Inc.

Brand Advertiser

Percent of Respondents

Bud/Bud Light


Coca Cola





Taco Bell


Consumers were also asked, in light of the current economic environment, how they felt about marketers spending a reported $3 million to air a 30-second Super Bowl ad. 37 percent of respondents indicated they disapproved of the extravagant marketing expenditure, compared to just 21 percent who indicated they approved. The remaining 41 percent did not care one way or the other.

Americans Predict Colts Victory, Manning MVP Honors

When asked which team they expected to win the Super Bowl, the Colts were selected by 54 percent of respondents compared to 34 percent who thought the Saints would win (with 11 percent undecided). However, when asked which of the teams they would prefer to see win, the results were reversed with 52 percent selecting the Saints and 33 percent selecting the Colts (with 13 percent undecided).

Respondents were also asked to choose the most likely candidate for Super Bowl MVP. Not surprisingly, Colts quarterback and league MVP Peyton Manning was the overall top choice, garnering 50 percent of the vote. Saints quarterback Drew Brees ranked a distant second with 15 percent of the vote, followed by Saints running back Reggie Bush at 8 percent.

About comScore

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SOURCE comScore, Inc.