The Super Bowl’s different audiences, defined by the primary reason respondents are tuning in, mean there’s a wide spectrum of affinity for the key categories and the brands advertising during the biggest game of the year.
According to Morning Consult, as might be expected given the demographic makeup of these three viewing groups — those watching for the game, the halftime show or the ads — categories such as retailers and household and personal products resonate least among the game-first audience, while the home care and chemical as well as auto categories do so among halftime show- and ad-first Super Bowl LV viewers.
Not only affinity, but ad content will be important as well this year, in general, ads reflecting our current reality would be significantly more likely to drive purchase likelihood.
Not only affinity, but ad content will be important as well this year, in general, ads reflecting our current reality would be significantly more likely to drive purchase likelihood.
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