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Super Bowl Ads More Popular Than Game Action

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American adults prefer Super Bowl commercials over any other part of the event, including the game itself: 38.8% of those surveyed cite commercials as their favorite part of the Super Bowl, whereas 28.8% cite the game itself, according to a survey from Lab42.

However, men and women have different views on the issue: 41% of men prefer the football game, while 44% of women prefer the commercials.

Below, additional findings from Lab42.

Among the adults surveyed, 1 in 10 (10.4%) cite food as their favorite part of the Super Bowl, 8% cite the halftime performance, and 5.4% say they like the whole shebang.


Not shown in the chart above are those who don't like anything about the Super Bowl (6.2%) and people who cite "other" favorite things (2%).

What's So Great About 'Em?

Most (71.6%) people say Super Bowl ads are funnier than standard commercials during the rest of the year, 57% say such ads are more creative, and 21% say they are more memorable.

Moreover, people can't stop talking about the ads: 53.8% say at least one-half of Super-Bowl related conversations on the day after the game are related to the commercials—and 10.4% say all such conversations are related to commercials. 

Occasionally, Super Bowl spots take on a life of their own in the digital media world—both before and after the game:

  • 69.0% of American adults have re-watched a Super Bowl commercial online.
  • 33.4% have shared a Super Bowl commercial via social media.
  • 20.4% have e-mailed a link to a Super Bowl commercial to other people.

Bathroom Breaks

Given such favorability toward Super Bowl ads, it's not surprising that fewer people take bathroom breaks during commercials (22%) than during the game itself (38%):

Fully 7 in 10 American adults (70.8%) plan to watch the Super Bowl on Sunday, Feb 3, 2013.

Most (65.8%) people say they'll watch the game at home, 28.0% at a friend or family member's house, and 2.8% in restaurant or bar.

About the data: Findings are based on a survey of 500 American adults, conducted in December 2012. Among the sample, 50% were women, 75% were under age 44 and younger, and 49% were married.


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Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.

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