Super Bowl To Drive Fans Online

    February 1, 2008

Seventy-five percent of U.S. Internet users will go online the day of the Super Bowl for stats, updates and Super Bowl ads according to comScore’s annual pre-game survey.

The majority of those who go online will do so before the game (82%) or after the game (61%). Twenty-nine percent said they would go online during the game or during halftime (28%).

SuperBowl XLII

The most common reason to go online was to checkout stats (17%), followed by looking for recipe and party ideas (16%). Sixteen percent said they would go online to visit the Web sites of Super Bowl advertisers and 13 percent said the would watch Super Bowl ads or video clips online.

Overall almost half (49%) of respondents said the game was their favorite part of the Super Bowl festivities, but more than a quarter (26%) preferred watching the ads. Sixty-five percent of males said they were more likely to prefer watching the game, while 35 percent of females prefer watching the ads.

The most memorable ads from last year came from Anheuser-Busch (40%), followed by Doritos (23%) and (18%).

As to which team will win the Super Bowl, sixty-four percent predict it will be the Patriots with 36 percent believing that the Giants will pull off the upset.

"Viewers have indicated that the Internet will be a more significant part of their Super Bowl experience than last year," said Andrew Lipsman, senior analyst at comScore.

"In particular, there seems to be a greater inclination to access advertisers’ content online, which highlights the increasing importance of a cross-media advertising strategy."