TORONTO – Top line results of a Super Bowl Sunday survey done by Solutions Research Group show good things for most advertisers – but not for the Conservative Party.
Of the 400+ Canadians surveyed immediately after the big game, 22% of those who were watching spent the whole four hours with the game and 63% watched at least half.
Sixty-eight percent of viewers watched the half-time show and 78% watched the game with someone else while 20% were watching with more than five people
Viewers were also connecting in other ways. One-in-ten were instant messaging others watching elsewhere as the game progressed and 5% were text messaging.
The good news for advertisers is that nearly 4-in-10 said they will follow up on ads aired during Super Bowl after the game – though, predictably, most of the interest was on U.S. ads not seen in Canada
Based on top-of-mind mentions and aided awareness, Budweiser/Bud Light were the big winners, with over 60% of the viewing audience able to recall at least one of the ads. Other strong performers included Nissan, Coca-Cola, GM, Dodge, Doritos, Toyota (Tundra), Bombardier, Rogers Wireless and Bell. The Armed Forces ad also did well in creating awareness.
"One ad that turned off viewers was the from the Progressive Conservative Party ad (the Stephen Dion attack ad) – of those who recalled seeing it, 60% said they didn’t care for it," said the SRG release.
Based on top-of-mind responses, it was the year of beer and trucks. Numerous executions mentioned for Bud, particularly those featuring animals. Some American executions were included even though Canadians weren’t supposed to be seeing them. This included “Rock, Paper, Scissors” and “Wedding.”
Kevin Federline was a brand unto himself – many respondents just mentioned his name, and half of those who referenced him thought he was associated with a fast food brand, not Nationwide.
The GM Robot ad captured imaginations – people seem to have good recall in their ability to describe it in detail.
A detailed analysis of this survey will be forthcoming in the next week.
The topline results are from the survey of Canadians aged 12 and older who watched the Super Bowl on Sunday (qualification criteria: minimum 15 minutes), The final sample size was 400, proportionate to population by region in English-Canada – results accurate to plus or minus 4.9 percentage points.
