IPG Mediabrands

IPG Mediabrands

February 02, 2016 06:00 ET

Most Canadians Will Tune Into Super Bowl 50 and Likely Cheer for the Denver Broncos According to IPG Mediabrands

TORONTO, ONTARIO--(Marketwired - Feb. 2, 2016) - Taking into account last year's big game and recent social media data, IPG Mediabrands is making its prognostications for Super Bowl 50 between the Carolina Panthers and Denver Broncos weighing in on the halftime show featuring Cold Play, the big budget ads that will run and who Canadians want to win.

If Twitter volumes were an indicator of chances of winning, then the Denver Broncos are by far the Canadian favourite. Up until January 31, there have been over 49,000+ Super Bowl related tweets in 2016 of which approximately 3,600 tweets were about the Broncos versus 3,000 tweets about the Panthers.

"Canadians appear to be pulling for Peyton Manning and the Broncos in what will likely be his final season of football," said Loraine Cordery, Insights Manager for IPG Mediabrands. "That being said, most Canadians actually care more about the halftime show. They'll monitor everything very closely and take to Twitter to share their views on the winners and losers."

Halftime Show Matters Most

Thus far, it's hard to tell if the halftime show featuring Coldplay will live up to the success of Katy Perry and her giant mechanical lion / dancing left shark from last year. Since Coldplay was announced as the headlining act, there have been nearly 3,000 tweets referencing Coldplay and the Super Bowl. Last year, there were over 11,700 tweets on Super Bowl Sunday about Katy Perry.

IPG Mediabrands analyzed the game in three parts: Game Time, Ad Time and Halftime. In 2015, Super Bowl 49 was the most watched TV program in Canada with 19.5 million Canadians watching at least one minute of the broadcast - that's 57 per cent of the population. The average minute audience (AMA) for the game was 8.3 million. Ad Time AMA was 7.2 million and halftime AMA was 10.7 million.

"Even without Katy Perry, we believe that Super Bowl 50 will be the most-watched TV program in Canada this year," added Cordery. "There were 34 per cent more viewers for her halftime show. We'll see if the addition of Beyoncé and Bruno Mars will help Coldplay surpass those numbers."

Canadians will spend a lot of time watching ads

There were 28 ad breaks throughout Super Bowl 49 meaning that those who watched the whole game saw 150 ads. The broadcast dedicated 35 per cent of its airtime to Ad Time, 60 per cent was Game Time, and 5 per cent was halftime. In the four minutes before halftime the average minute audience was 8 million (+11%) and in the four minutes after halftime was 8.4 million (+16%).

Though we don't yet know which ads will air in Canada those that play on trends and current social issues (e.g. powerful women, environment, etc.) will perform the strongest and we can expect lots of celebrity sightings in the ad breaks. So far Buick, Kia, Mini, Toyota, Bud Light, Shock Top, Pepsi, Skittles, Wix.com, and LG Electronics have confirmed they have well-known names in their ads.

Super Bowl 50 is set to be the last year that Canadian advertisers can invest in Super Bowl spots. The CRTC ruling means that from 2017 onwards, Canadian broadcasters will be showing exactly the same spots as in America. Currently, simsub pumps $250 million annually into Canada's broadcast system.

The IPG Mediabrands Super Bowl Study sourced data from Numeris and Sysomos.

About IPG Mediabrands

Founded by Interpublic Group (NYSE:IPG) in 2007 to manage all of its global media-related assets, IPG Mediabrands manages and invests $37 billion in global media on the behalf of its clients, employs over 8,500 diverse and daring marketing communication specialists worldwide and operate our company businesses in more than 127 countries.

A proven entity in helping clients maximize business results through integrated, intelligence-driven marketing strategies, IPG Mediabrands is committed to driving automated buying, pay-for-performance and digital innovation solutions. In Canada, IPG Mediabrands is represented by UM, Initiative, Reprise, Orion, Cadreon, Magna and Media Experts.

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