Super Bowl Ads Rival Game in 2010, According to Hanon McKendry / Mindscape at Hanon McKendry Poll

Poll predicts ads will drive Web traffic and social media chatter

Jan 26, 2010, 15:12 ET from Hanon McKendry

GRAND RAPIDS, Mich., Jan. 26 /PRNewswire/ -- Super Bowl ads remain a big draw for viewers, with over 57 percent of U.S. adults who expect to watch Super Bowl XLIV planning to tune in as much or more for the commercials as for the game.  This is a 5 percent increase from 2009.  According to the latest Hanon McKendry/Mindscape at Hanon McKendry poll conducted online this month by Harris Interactive®, 71 percent of U.S. adults plan to watch Super Bowl XLIV, with 35 percent of those anticipated viewers watching equally for the ads as for the game and nearly 22 percent tuning in exclusively or predominantly for the commercials.

The 2010 poll also found that over 35 percent of those who watch Super Bowl commercials say they are more likely to visit an advertiser's Web site after seeing a Super Bowl ad, up from 30 percent in 2009.  Additionally, among online U.S. adults who watch Super Bowl ads, 48 percent say they are at least somewhat likely to discuss the ads on a social networking site.

"After five years of running this poll, I'd like to say that nothing surprises us," said Bill McKendry, founder and chief creative officer at Hanon McKendry.  "But even we were surprised at the level of online engagement that will be driven by Super Bowl ads.  With 35 percent of viewers saying they are likely to visit an advertiser's Web site and 48 percent of those engaged online stating they'd likely chat about the ads, the synergy between traditional broadcast advertising and digital engagement only appears to be growing."

Building on the synergy between TV and Web, Hanon McKendry launched in 2009, where visitors voted for their favorite Super Bowl ads after each quarter and got real-time results as they submitted their ballots.  The site will go live again on Thurs., Jan. 28.  In advance of the game, visitors will be able to weigh in on Super Bowl advertising via Twitter and Facebook and can cast their votes for their favorite ads starting at the close of the 1st quarter on game day.

The Hanon McKendry survey aims to quantify the draw of Super Bowl commercials among the more than 95 million anticipated viewers.(1)  Now in its fifth year, the poll found interest in Super Bowl commercials even higher in 2010 than in 2009, when 52 percent of U.S. adult viewers planned to watch as much or more for the ads. The question that gets at online U.S. adult viewers' likelihood to discuss a Super Bowl commercial on a social networking site is new in 2010.  

While interest in Super Bowl commercials is growing among both men and women, the 2010 Hanon McKendry / Mindscape at Hanon McKendry survey confirms highest interest in Super Bowl ads among women:

  • While anticipated female Super Bowl viewership remains statistically steady -- 67 percent in 2009 vs. 65 percent in 2010 -- the percentage of female viewers who say they'll tune in as much or more for the ads has grown 5 percentage points in 2010, up from 62 percent in 2009.
  • A significantly higher percentage of women than men who plan to watch the Super Bowl will do so at least as much for the commercials as for the game -- 67 percent of female vs. 48 percent of male viewers.
  • Female viewers are 2.5 times more likely than male viewers to watch exclusively or predominantly for the commercials -- 32 percent of female viewers vs. 13 percent of male viewers.

The Survey

Harris Interactive fielded the study on behalf of Hanon McKendry and Mindscape at Hanon McKendry between Jan. 8 and Jan. 12, 2010, via its QuickQuery(SM) online omnibus service, interviewing a nationwide sample of 2,215 U.S. adults ages 18 and older.  The sample included 1,121 men and 1,094 women.  Data were weighted using propensity score weighting to be representative of the total U.S. adult population on the basis of region, age within gender, education, household income, race/ethnicity, and propensity to be online. Data for questions related to online use or behaviors were weighted specifically to the respective "online" populations. No estimates of theoretical sampling error can be calculated.  For complete survey methodology, please contact Amy LeFebre,  

The Firms

Hanon McKendry is a national brand consulting and advertising firm that excels at helping clients shift perceptions beyond what their brands offer to what their brands mean.  Nearly 80 percent of the firm's annual revenues are derived from major initiatives to launch, relaunch or restage brands. Hanon McKendry has worked extensively with high-profile corporate clients including Rayovac Batteries, Rubbermaid Home Products, Wilsonart 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, National Arbor Day Foundation, World Vision, Young Life, Focus on the Family and the Gerald R. Ford Presidential Library and Museum.  Hanon McKendry is a Gravity Six Alliance partner.    /

Mindscape at Hanon McKendry is Hanon McKendry's interactive division.  A web success company, Mindscape creates powerful, user-friendly websites and web marketing programs on the proprietary WEBTRAIN platform to provide consistent investment return for over 500 clients.  Mindscape understands the critical components of effective marketing strategies, web design, app development and social media, also providing marketing services that help companies understand target consumers and their shopping behaviors.  With award-winning service, state-of-the-industry technology, and reliable, measurable results, the firm and its platform enjoy a remarkable 99 percent client retention rate.

Harris Interactive is one of the world's leading custom market research firms, leveraging research, technology and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant and consumer package goods. Serving clients in over 215 countries and territories through our North American, European and Asian offices and a network of independent market research firms, Harris specializes in delivering research solutions that help us -- and our clients -- stay ahead of what's next.  For more information, please visit

(1) In its annual Guide to the Super Bowl, The Nielsen Company reports that Super Bowl XLIII drew a record average viewership of 98.7 million, up from 97.5 million in 2008.

SOURCE Hanon McKendry