February 7th, 2023, Shinmin Bali
The NFL Super Bowl LVII is as much a sporting event as it is one of the biggest platforms through which brands try to reach audiences - and hopefully, with the right message. For NFL Super Bowl LVII, audiences will see brands like TurboTax, Booking.com, Doritos and more make a return as advertisers. However, there are some new ones too – alcobev brand Rémy Martin will be a first-time advertiser at the event. So is Procter & Gamble’s Downy and sports betting platform, FanDuel. Molson Coors is coming back to advertise at the event after 30 years.
With so many brands vying to get the audience’s attention, what do audiences feel about advertising?
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - a similar proportion of Americans that count the Super Bowl as one of their top interests (63%) and the general US population (64%) agree with the statement that, “I rarely notice who sponsors an event”, which of course isn’t an ideal scenario for advertisers.
However, 42% of respondents with Super Bowl as one of their top interests agree with the statement that, “I take notice of who sponsors the sporting events I watch.”
While there might always be a section of the audience paying more attention to ads at an event than others, getting the alignment right between the event and the advertiser is key. Profiles data shows, Americans that count the Super Bowl as one of their top interests (61%) and the general US population (55%) agree with the statement that, “Sometimes the brands that sponsor sports don’t make sense.”
But all’s not lost.
Some respondents are far more straightforward, 33% of Americans that consider Super Bowl as one of their top interests and 27% of the general US population agree with the statement that, “If you sponsor my team, I will buy your products.”
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
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